The shopping malls in USA are undoubtedly large in number. Different cities have different malls with different types of functioning. A mall in New York is different from a mall in Dallas. The malls consist of several types of chains, stores, restaurants, etc. A customer has different stores cards for Macy’s, JC Penny, Dillards and Sears with different websites to view items on each of these stores. A better idea would be to centralize the information through one mall card with all stores as members in it. One website that provides information on all the stores located within a mall and its branches elsewhere will help the customer in searching for items as well as in deciding which mall to go instead of visiting innumerable individual websites.
Data intelligence and accessibility can be increased. One card for all malls will give the customer more accessibility to the mall information. This is better intelligent use of data that is otherwise fragmented. Even the malls themselves can use the results to interpret the efficient stores, revenue-generating business, customer preferences and future likely trends.
It benefits the mall owners and customers the most. New product lines can be easily introduced without the risk of loss. The cost of market testing can also be reduced. The cost of advertising is also reduced. Results for one mall may be generalized or specialized for a product or other malls. Mall owners thus can account for their profits/ losses better than earlier. Deals, coupons, rebates, offers can be placed and updated online. Similarly customers can get a better deal on each of their requirements. Availability of combined data will reduce dependency on just one mall or result in better planning based on distances and location of stores in the malls. Not the least, it will also reduce the incidents of fraud. Using and securing one card is easier than maintaining multiple store cards for each buyer. At large, the state and the nation benefits.
Initial steps would be to invite the malls to use a common access through one card and one log-in.
A common website needs to be designed covering all the malls and the stores within the malls.
Customers should be able to search for an item and compare prices across stores and across malls.
For this all data would need to be integrated.
The number of customers logging into the website is a measure of success. The number of malls covered in the task will also be a measure of success. If the customer spend increases then it is a measure of success of ease of shopping on a single card and access.