Renewed Hoog Catharijne: an attractive place for an 'unique mall experience'?

Abstract

hopping malls have shifted from just being a place to shop to focus on providing an unique shopping experience for the customer. This paper aimed to investigate what attracts customers to visit the newly renovated shopping mall Hoog Catharijne in the Netherlands and if the shopping mall has shifted focus to provide an unique shopping experience for customers. The two different aspects of Hoog Catharijne that will be investigated: mall attractiveness (atmosphere, lay out and tenant mix) and mall experience (seductive, functional, social recreation and social scene). Based on a survey of 106 customers and multiple analyses, the most attractive aspect of Hoog Catharijne was the atmosphere and the mall experience that was most present inside the shopping mall was the functional experience.

Keywords: shopping mall, mall attractiveness, mall experience, Hoog Catharijne.