econlife - What We Will Miss in the Mall by Elaine Schwartz

The year was 1956 when Victor Gruen convinced developers that there could be a new way to shop. Until then groups of stores had an “extroverted” design. Opening outward to the perimeter of a shopping center and inward toward pedestrian walkways, these malls required a lot of walking. Instead, Gruen’s new Southdale Center Mall in Edwina, Minnesota was “introverted.”

Now with the coronavirus pandemic changing malls and stores, let’s look at the past and the present.

Shopping Mall History

The First Mall

Victor Gruen imagined a community–a space that pulled us together.

Whereas existing shopping centers were on one level, his design was for two stories, connected by escalators. A revolutionary idea, they would all have the same controlled climate, an anchor department store at each end, a skylighted garden court, balconies, and a cafe in the middle. A Time article said it was a, “…pleasure-dome-with-parking.”

This four-minute mall history has the whole story:

The Second Generation Mall

With Gruen having created the shopping mall concept, a developer named Alfred Taubman used design details to nudge the shopper around the mall.

In 2004, Taubman told Malcolm Gladwell that a mall’s shopping corridor should max at the equivalent of three city blocks–maybe 1000 feet– the farthest a typical shopper will walk. He cared about “adjacencies”–that is stores that complement each other. If you have a clothing establishment, then place a shoe store nearby. As for restaurants, busy at lunchtime, they empty and become dead space so their location has to be peripheral. Even the slope of the property mattered so more parking could be near second floor stores. Shoppers, he explained, are like water. They flow downward more easily. And the lights have to obscure the setting sun so people feel no inclination to go home.

Our Bottom Line: New Land, Labor, and Capital

As economists, we can look through a land, labor, and capital lens to see the pandemic impact on malls.

Simon Property Group (the largest mall owner) told CNBC it would limit occupancy to no more than one person per 50 square feet of space and offer shoppers free masks, hand sanitizer, and temperature tests. Hours would be abbreviated to allow more time to clean “hi-touch” areas like food court tables and escalators. In restrooms, every other sink would be taped and new decals would direct traffic flow.

Meanwhile, stores are greeting customers with hand sanitizer, disposable masks, and sticky blue mats that clean shoe soles. Hoping that people will grab and go, they are stocking shelves with less clothing and using every other fitting room. In many places, alteration services, beauty consulting, and cosmetic testers have disappeared. As for payment, the goal is no contact, and, if possible, a curbside pickup.

Returning to the first modern mall, we see that its concept of community has been reversed.

My sources and more: The best story of the first malls was from Malcolm Gladwell in The New Yorker. Then, CNBC told about the mall response to the coronavirus pandemic while The Washington Post had a detailed look at store changes.

Please note that parts of today’s Taubman paragraphs were in a previous econlife post.

Ideal for the classroom, econlife.com reflects Elaine Schwartz’s work as a teacher and a writer. As a teacher at the Kent Place School in Summit, NJ, she’s been an Endowed Chair in Economics and chaired the history department. She’s developed curricula, was a featured teacher in the Annenberg/CPB video project “The Economics Classroom,” and has written several books including Econ 101 ½ (Avon Books/Harper Collins). You can get econlife on a daily basis! Head to econlife.

econlife - Six Facts About How Supermarkets Influence What We Buy by Elaine Schwartz

Like me, have you ever raced into your local market to get some milk and passed through produce and other aisles, grabbing some items you never realized you needed? One supermarket executive called it “building the basket” when they lure us to the rear of the store. (It is also true that if they didn’t move the milk from the truck to a back cooler, they would diminish refrigeration time and increase labor expense.)

But still, the store did nudge me to spend more money.

Six Facts About How Supermarkets Influence Us

1. Supermarket bars and restaurants affect our spending.

Yes, supermarkets are adding bars. Called a “superbarket” in Vox, grocery stores are inviting us to drink while we shop. For them, it’s a win-win. Groceries are low margin purchases but not booze. And after a drink or two, maybe, as we careen through the grocery aisle, we buy more. Whole Foods started it all in 2009. Then others copied. Similarly, Eater said we now have the “grocerant” where we can eat dinner too.

2. Music can impact how much we spend.

In one classic 1982 study, researchers observed the response to no music, slow tempo music, and fast tempo music. Keeping track of pace also, they hypothesized that the slower movements that responded to calmer music were accompanied by more shopping.

Taking the next step at a wine store, psychologists looked at whether the type of music made a difference. Discovering it did, they found that French music was correlated with French wine sales, And yes, German music increased the German wine purchases.

3. The size of our supermarket cart affects our purchases

Carts have gotten bigger. The supermarket cart was first invented (1937) by a retailer who wanted us to buy more than we could carry. More recently, stores have larger aisles, women working away from home who can visit the market less frequently, and stores like Costco that encourage bulk purchases. Whatever the reasons, journalists say that carts have tripled in size from 1975 to 2000. Others claim that Whole Foods doubled cart size between 2009 and 2011. However, the one statistic that seems most reliable indicates that when a researcher doubled cart size, customers bought 19% more.

4. Shelf layout influences our decisions.

Supermarkets have to decide who can occupy their prime “property.” Like beachfront homes, the supermarket checkout area is a coveted location. For the same reason, a separate display at the end of an aisle is a desirable spot. And, in a typical cooler, we would mostly see products from large multinationals. For example, Dreyer’s, Skinny Cow, Edy’s and Häagen-Daz are actually all Nestlé. Similarly Magnum, Ben & Jerry’s, Breyer’s, Klondike and Talenti are from Unilever. If the aisle had 24 doors, only two might lead to the generics and niche brands.

5. Product descriptions affect what we think we should buy.

At Trader Joe’s, a smaller U.S. grocery chain (owned by Germany-based Aldi), they care about their adjectives. Catering to a niche market of shoppers who want bargains and healthy food, they mostly name and sell their own brands. The label on some nuts could say Sea-salt-and-turbinado sugar-chocolate almonds while a chicken dish is spatchcocked lemon-rosemary chicken. That turbinado just refers to a certain type of sugar cane. But it sounds good.

6. Finally, it’s the choice dilemma.

Some stores like Trader Joe’s believe less is more. Typically they have only 3,000 or so SKUs–stock-keeping units–the number of items in a store. A normal supermarket has more than 35,000 SKUs.

According to Columbia professor Sheena Iyengar, less of a choice generates higher sales. However, the bigger chains give us much more.

Our Bottom Line: Nudges

Nobel Laureate Richard Thaler and his co-author Cass Sunstein tell us that we go through life influenced by nudges that shape our behavior. A behavioral economist calls the phenomenon choice architecture. Indeed, through sound, transport, language, choice, and placement, the “architecture” of the supermarket affects how much money we spend.

My sources and more: If you just listen to one podcast about supermarket behavior, I recommend this Freakonomics episode on Trader Joe’s. However, to read onward, you can look at Consumerist for cart size, this classic study for music, and Businessinsider for the wine study. Then Vox and Eater told me about grocery store bars and restaurants while NPR explained why the milk is in the back of the store.

Ideal for the classroom, econlife.com reflects Elaine Schwartz’s work as a teacher and a writer. As a teacher at the Kent Place School in Summit, NJ, she’s been an Endowed Chair in Economics and chaired the history department. She’s developed curricula, was a featured teacher in the Annenberg/CPB video project “The Economics Classroom,” and has written several books including Econ 101 ½ (Avon Books/Harper Collins). You can get econlife on a daily basis! Head to econlife.

econlife - The iPod, Starbucks, and Richard Thaler’s Behavioral Economics by Elaine Schwartz

Discussing the iPod he designed, Tony Fadell expressed his frustration with products that said “charge before use.”

He remembered arriving home excited about a newly purchased gadget. But then his emotional momentum would hit a wall when he discovered he could not immediately play with it. So Tony Fadell and Steve Jobs created a fully charged iPod that was ready to use.

Fadell and Jobs were not the only ones concerned with emotional momentum.

 

The Starbucks Consumer

Starbucks founder Howard Schulz also targets consumer emotion. When he developed the Starbucks concept during the 1970s, he said they were a “third place,” a home away from home. Now though, with a Starbucks on every street, the allure has diminished.

Globally, you could select among more than 25,000 Starbucks for a cup of coffee:

Realizing there was a niche where he could re-invent himself, Howard Schultz left his CEO position to focus on the chain’s roastery stores. The result so far is more than 30 coffee bars that sell high-end beans and Starbucks regular brews. The chain also projects opening larger roasteries with “rare and exotic” coffees. Resembling a wine bar, these upscale coffee stores will offer small-batch roastings that encourage consumers to spend $5 to $10 and more for a cup.

As was true for the original Starbucks, the experience matters as much as the product.

 

Our Bottom Line: Behavioral Economics

Asked how he was going to spend his 2017 Nobel Economics Prize, Richard Thaler said, “irrationally.” Dr. Thaler explained that (like all of us) he does a mental accounting of his consumption decisions that divides purchases into categories. In the slot reserved for extravagances, he was planning to use the Nobel prize money.

Dr. Thaler’s mental accounting lets us understand consumer spending that will not neatly fit into the logic of traditional economics. In the Thaler model, demand and quantity demanded do not necessarily decrease as prices rise. One reason is his “extravagance slot.”

Through behavioral economics, we can explain our spending on Apple’s products and a $7 cup of coffee (that is mostly water) by recalling the need for emotional momentum.

My sources and more: Sitting here in a typical suburban U.S. Starbucks, I wondered how they could create a better experience and found this Bloomberg article. But then I remembered Tony Fadell’s TED talk and (happily) realized it all fit together. To complete the puzzle, you might also enjoy this summary of Richard Thaler’s work as the father of behavioral economics.

Ideal for the classroom, econlife.com reflects Elaine Schwartz's work as a teacher and a writer. As a teacher at the Kent Place School in Summit, NJ, she’s been an Endowed Chair in Economics and chaired the history department. She’s developed curricula, was a featured teacher in the Annenberg/CPB video project “The Economics Classroom,” and has written several books including Econ 101 ½ (Avon Books/Harper Collins). You can get econlife on a daily basis! Head to econlife.