In recent years, online shopping has overtaken more traditional methods of retailing as the largest driver of growth in the retail industry. While there are pros and cons with both online and physical shopping, e-tailers can boast one advantage which commercial property based retailers cannot – their customers will not be held up by slow walkers on the high street or in shopping centres.
However, this situation could be about to change should shopping centres nationwide adopt the new method introduced by Sheffield’s Meadowhall complex. The shopping centre has become the first in the UK to establish a “lane method” of accessibility for shoppers, creating a fast lane and a slow lane in a move reminiscent of the system on a motorway.
Yet the campaign was not a work of genius by executives or owners at the shopping centre. Rather, it was as a result of a 10 year old customer, Chloe Nash-Lowe, writing in to express her disappointment at the number of slow walkers at peak times during the weekend.
The youngster also voiced her concerns for elderly or infirm walkers, pointing out that they could be at risk of falling should someone travelling at a faster pace bump in to them. As a result, stickers depicting a “fast lane” and a “slow lane” have now been placed in the hallways of the complex, which should hopefully improve the shopping experience for those in a rush.
Centre director Darren Pearce thanked Chloe for her inventive solution to a problem which has caused irritation for a multitude of shoppers over the years.
He said; “I want to thank Chloe for taking the time to write in and share her views with us – we love to hear feedback from our younger shoppers.
“The Meadowhall team liked Chloe’s idea so much that we have decided to trial an overtaking lane for fast walkers on the malls – helping them to get where they want to be on time.”
This move smacks of PR genius, but could also prove useful in terms of lifting footfall levels at the centre. As internet based rivals become increasingly competitive, commercial property based retailers have to come up with more and more ways to draw in the crowds, so perhaps this method will prove to be a cost effective means of arousing interest.
While other shopping centres around the country attempt to catch up with internet e-tailers by increasing digital technology on site, Meadowhall has taken an entirely different angle altogether by tackling one of the biggest bugbears of visiting the local shopping centre. Only time will tell whether it will have an impact upon footfall levels and sales – and whether Sheffield’s consumers will master the art of lane control better than the average driver in cities throughout the country!
Would you choose to spend more time in your local shopping centre if it adopted a method for streamlining the shopping experience similar to the one seen in Meadowhall?
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