Japan’s mall operators rethink shopper engagement tactics

In a developing trend, Japanese consumers are visiting shopping malls to enjoy spending time there rather than to buy products. In response, mall owners are replacing retail shops with service providers such as cookery and music schools, beauty salons and nail bars.

In line with the growing move, the country’s largest mall operator, Aeon Co. plans to revamp 33 of its 120 shopping malls this year. It plans to expand areas where children can play and customers can eat and drink, and forecasts an 11.5% gain in sales to ¥180bn this year.

Mitsui Fudosan Co., which runs LaLaport facilities, renovated four of its eight malls in 2012 and plans to revamp its flagship LaLaport Tokyo Bay this year. To encourage families to stay longer, it will include new facilities for baby care including areas for breast feeding and changing diapers. Izumi Co., meanwhile, intends to renovate 12 of its 56 malls around the country. The Hiroshima based business has refurbished more than ten locations in the past two years, adding massage and nail salons into the mix, as well as beauty parlours.