15A – Figuring Out Buyer Behavior No. 2

While interviewing I had discovered insight to how people feel and think about the subject as we dived deep. While interviewing Alex, we had went over what he currently uses as an alternative to the traditional mall and not surprisingly the initial answer was Amazon. However, when we dived deep more into the actual question, I had discovered that 90% of the time that Alex currently left his house was for 1 of 3 things. Work, Gym, and Food. This helped me realize that the lifestyle centers would have to 100% include having available jobs for people, a gym, and many restaurants for people to choose from. I had also asked Alex if when he went out, where and how often did he make purchases that weren’t these three things and the answer was surprisingly often. He had taken a look at his recent debit card statement and found that there were many spontaneous purchases throughout the days where he left his house. These purchases taken place at businesses such as Dunkin Donuts, Convenience Stores, Boutique Clothing shops, etc… 

When talking with Allie, she had realized that although many of her purchases were online there are some items that she needs throughout the day that are absolutely necessary. Throughout the day she will sometimes realize that she is need of certain items that will not have the patience to wait for 3 days to receive. When brining up the idea of these lifestyle centers she had been amused to the fact that she would not just have to park and walk into a traditional mall to get what she needed but rather she can make a day out of a simple errand. 

Many of the most inclined factors of the people I interviewed seemed to be a place to work and to eat especially. This showing that the centers would have to be especially focused around high quality restaurants and establishments offering good jobs. Having both of these factors in the centers would leave people highly inclined to come frequent them rather than just order things they need online. 

As well, when interviewing Michael, he had realized that if he can live in one of these centers it would prove to be amazing. Michael, a college student doesn’t have a car and for many of the tasks he has to do on a day-to-day basis he has to Uber. Activities such as Work, School, Gym, and Dining out. When bringing up the idea of being able to live on top a place that offers a Gym, Dining, and a general area where people frequent he was highly receptive. He had realized that many of the times he went out to just interact with people and get a feeling of getting out his house. Having an area that offers all of this where many people frequent would help him be more inclined to go more often. 

All and all in many of the interviews it uncovered that people seem to be looking more for a place to frequent than anything else. What traditional mall once were, left a hole for people looking for a sense of community and simple leisure activity.