Shopping centers and experiential marketing

This article focuses on the classification of shopping centers in the United States, names the largest shopping centers in Europe and, pays attention to the shopping center that can be considered a leader in terms of implementing experiential marketing in the retail management. The aim of this article is to point out alternatives that can be applied to differentiate themselves from the competition and to present experiential marketing in the retail practice. The existing shopping centers generally consist of a complex of shops, catering facilities, and facilities providing services – they are intentionally created, organized, and managed by a single owner, while the tenants are running their business units. Shopping centers are usually built and then operated according to certain concepts and rules so that visitors have the opportunity to find optimal conditions not only for the purchase of products and services, but also for spending their leisure activities. Shopping centers often provide space for attractions whose task is to differentiate these centers from other shopping centers and so to attract a sizeable client base; this will be presented at a specific example of a particular shopping center.