The Initial Problem: Declining Foot Traffic at a Regional Shopping Mall
A regional shopping mall, managed by the Property Management Head, was experiencing a steady decline in foot traffic. The Leasing, Marketing, and Customer Experience teams held multiple brainstorming sessions but stayed at a surface level in their discussions.
They assumed the primary problem was tenant diversity and the rise of online shopping. Their proposals included improving tenant mix, launching digital campaigns, and offering seasonal promotions.
However, these actions did not address the deeper, structural issues, and the mall continued to struggle.
Applying Stage 2-7 Problem Analysis: Going Beneath the Surface
Stage 2: Strategy Analysis Issue: Leasing decisions shifted from aligning with the mall’s premium lifestyle strategy to simply filling vacancies. Impact: Tenant mix no longer reflected the mall’s brand identity, creating a disconnect with the target audience.