Behaviors of seniors and challenges they face in shopping centers resulting in malls’ marketing offer adaptation to address their needs—an integrative approach

There is a need to consider both the shopping well-being and exclusion of older people in shopping centers, and to take actions towards improving and enhancing their experience in an environment that is often used to provide a range of experiences that go beyond shopping. This article aims to review the previous research on shopping centers’ elderly consumer behavior and experiences as well as challenges they face while visiting these facilities. The purpose of the article is also to identify adaptation of shopping centers’ marketing offer to attract senior customers. Theoretical considerations are undertaken based on literature review and results of selected market reports. As results, seniors’ behaviors were categorized into six factors which contribute to shopper’s sense of well-being, namely: functionality, convenience, security, leisure, atmosphere, and self-identification. Challenges faced by the seniors are categorized into two aspects of exclusion: social and physical exclusion. The identified changes in shopping centers’ marketing offer were divided into five service dimensions based on the modification of the Retail Service Quality Scale (RSQS) method: retail-mix, accessibility, architecture and design, concept of operation, personal interactions. This integrative approach was used to develop a conceptual model of seniors’ behaviors and challenges resulting in adjustments in the shopping centers’ marketing offer. Both researchers and practitioners can benefit from these findings. The article aims to suggest recommendations for designing shopping centers which are efficient and satisfactory for seniors, which potentially creates a competitive advantage for these businesses.