Retailers would do well to open a branch inside a mall or shopping center, primarily to ensure that there’s a steady flow of people. Fixed stores on busy streets are good, but often, people need to actually plan to go to one’s shop, as opposed to enticing more walk-ins.

Image source: thedubaimall.com

A lot of people go to the mall nowadays not necessarily with the intention of buying something, but with an openness to being convinced to buy. Window shopping is a pastime for many, bolstered by the fact that modern shopping centers are one-stop areas complete with various amenities. It’s not surprising to see families spending weekends inside malls to relax and de-stress from the daily grind, while at the same time getting to settle payments, do some exercise, and even visit clinics.

The entrepreneur and retail businessman must take advantage of the luring power of malls, while at the same time become aware that the cost can be quite hefty. They need to plan whether the store needs to be a fixed one or a pop-up booth or kiosk. Obviously, actual store space requires much conceptualizing and market awareness, as mall zoning will often put one’s products or services in the proximity of top competitors.

Image source: cnbc.com

Though the zoning rule is the same for pop-ups and kiosks, these are going to be a lot cheaper and should be the prime option for businesses that are just starting out. In any case, while your shop’s presence in a mall begins with solid physical and online marketing campaigns, it will eventually draw in steadier income for your business or franchise.

Randy Benderson is the president of Benderson Development, a commercial real estate company with over 500 properties in 38 U.S. states. More on Randy and his work here.