Information ArchitectureMalls: Problems & Solutions
Why in Malls?• A MALL IS GENERALLY A WITNESS TO A LOT OF CROWD.• AND MORE THE CROWD, MORE THE VARIETY• MORE THE VARIETY, MORE THE CONFUSIONS• AND MORE THE CONFUSIONS, better your information should be distributed TO AVOID THEM.
Ways in which you can informSIGNAGE • SIGNAGE COMES PRETTY MUCH IN HANDY IN A PLACE LIKE MALL WHEN PLACED APPROPRIATELY • A SIGNAGE CAN DIRECT YOU TO THE KEY ZONES OF THE MALL OR TO THE BASIC NECESSITIES
Ways in which you can informDIGITAL KIOSKS• DIGITAL OPTIONS LIKE KIOSKS CAN ALSO BE BROUGHT IN USE.• KIOSKS CAN PROVIDE MORE DETAILED DATA AND CAN EASILY BEACCESSED .
Ways in which you can informINFORMATIONAL CHARTS• MALL DIRECTORY ALSO HELPS GET PEOPLE TO THE RIGHT STORES IN AJIFFY• SUCH DIRECTORIES COME IN HANDY WHEN TECHNOLOGY IS A NO GO.
Appropriate placements• INFORMATIONAL CHARTS• DIGITAL KIOSKS• SIGNAGE
Some other ways to inform• HELP DESKS• ANNOUNCEMENTS• L.E.D. DISPLAYS• HELP DESKS• Help desks play an important role in giving information distribution a human touch.• Personal attention towards a customer is also possible with help desks.• ANNOUNCEMENTS• Announcements reach out to a larger mass• Attention grabbers can be delivered through announcements.• Also useful with staff announcements• L.E.D. DISPLAYS• Can be used for making advertisements more interactive• Also can provide information on a more elaborate yet simplified level.
Area breakdown for information• PARKING LOT• Well designed signage always makes up for a disciplined flow of traffic.• Also appropriate placement of manpower at the right turns and junctions adds..• Care should be taken to avoid accidents• Separate entry and exit points help at such times.
Area breakdown for information• BILLING• Billing counters at hypermarkets are a common place to see crowd• A remedy to this can be separate billing counters at different sections• Or the rubber pad billing system introduced by ‘Chitale Bandhu’ In Pune.
Area breakdown for information• SHOPPING• The problem generally with the shopping sector, well there are just too many options.• Categorization or Zoning helps a lot at such times.• Zoning can be best done with product categories.• Categorization of products can be done on the basis of floors.• Prominent or international brands can occupy the front rows• And the national brands or the less selling ones can occupy the interior shops.
Basics for distributing information• PEOPLE• A mall is a witness to the most variable crowd.• People from all age groups take out their time in visiting a mall.• When it comes to Senior citizens, their prime purpose of visiting a mall is day to dayneeds• So, its always helpful to have the shops that satisfy those needs, on the ground level• The teenagers and families come for shopping and majorly entertainment.• So, shops such as Apparel stores and others related can be clinched together with theentertainment sector (or rather placed close by)
Basics for distributing information• PURPOSES• Entertainment is a key factor to a mall other than shopping.• Generally The entertainment sector is kept on the top floor to cling up with the multiplexcinema.• The multiplex HAS to be on the top floor because of its architecture• Also, a lot of nuisance is caused in the entertainment sector. So generally to avoiddisturbances, placing it on the top floor helps.• Shopping is what defines a mall. A customer would always be satisfied if he can shop right ata mall.• Stores like the hypermarket and the home decor store are best placed on the ground level.• this is so because a lot of logistics takes place at both these stores• Apparel stores and related accessories can be placed on the upper levels as their target isthe energetic young or the middle aged crowd who can do the ups and downs• Electronics are more of gadgets then the basic necessities. Hence, the electronic store canbe placed on the first floor and can still expect crowd• The food court should not be the only place for food.• At least one restaurant should be allotted per floor where the people can savor their meal.• The main food court should be on the top floor as it is a part of the entertainment sector
Basics for distributing information• SERVICES• This section includes all the services provided by the mall to ensure your comfort andsecurity• This sector includes things such as Fire Exits, Washrooms, security, elevators andEscalators• Fire exits should be strategically placed. At some place from they aren’t visible but yet easilyaccessible• Escalators and Elevators should mostly be in the centre or at both the ends of the mall. sothat the traffic flow is completely alright• About the washrooms, they should be strategically placed taking in mind the flow of traffic.They should be properly directed towards and should be designed to ensure a less stuffiness• A good security system also matters but again, placement matters. For the best visibility theCamera should mostly be placed on corners and aim the alleyways.
Basics for distributing informationBRANDS• The division of the commodities based on the brands is for the ease of guessing the qualityof a product.• Similar products from different brands can be sold together and later the customers can picktheir brands which suit them.• All the international brands in a mall can occupy the facing stores and the small shops cantake interiorPRODUCT• Based on the categorization of usage and branding, The product dealers are given floors ina mall.• shops like hypermarket, home decor which sell huge number of products can be kept at theground floor• All the rest with a low accessibilty like apparels and accessories can be kept on the upperlevels• Kids wear should be strategically placed on the top floor near the entertainment sector as itcan fetch more customers automatically
Basics for distributing informationFLOOR• As observed before, All the heavy logisticalitems need to be sold off from the ground levelitself• The apparels and electronics can be on theupper levels.• But the entertainment and the cinemashould always be on the top floor taking inmind the nuisances and the design.