in large shopping malls should be placed at the entrances, food court, around elevators, and children’s areas. These are either high-traffic or rest areas. Thus, adjusting the quantity and type of machines according to the foot traffic data can attract impulse spending and raise the usage rate.
Mall entrance
This is why most are positioned at the very entrance of a mall; it is, for the most part, one of the most congested areas. Upon entering a mall, people are highly observant of everything around them, especially when they are not yet in full shopping mode. It is this attention that makes the prize machines—interactive and entertaining—potent with interest and curiosity. Normally, the prize machine is put in a visible place with bright lights, novelty design, and appealing prizes which can catch people’s attention right away. To be precise, for each family, there are a couple of kids inside who would be attracted by the prize machines. Therefore, it is very common that parents never hurry up at the entrance of the mall. At this position, the prize machines must be really eye-catching.
40% of customers will look around within several minutes since they enter the mall. For that matter, prize machines located at the entrances can successfully stimulate impulsive purchases, which would, of course, result in a higher usage rate of the machines. Through analyzing peak and off-peak periods, the malls can monitor the usage rate of the machines at their respective entrances and know how many to set up in different locations so as to maximize the revenue generated by prize machines throughout the day. Setting up instant rewards or attractive prize displays will also enhance the usage rate of the machines and profit from such machines.
Food court
As a social and leisure hub inside the mall, the food court is one of the prime locations where consumers can stay. Most people will stay in food courts for quite a period, particularly while waiting for food, at which time they are already a captive audience who will notice entertainment options nearby. This waiting period provides an ideal window for prize machines to engage customers. While waiting in lines or awaiting their meals, customers can easily be attracted to prize machines, especially if these machines give small gifts, toys, or interact with them. Customers, and most importantly children and the young population, are very keen on spending small amounts on entertainment while they wait. Therefore, the food court is a vital high spot for prize machines.
About 75% of consumers have been in food courts for approximately 15 minutes up to one hour, and therefore, this is enough time for the consumer to have viewed the prize machines and tried them out. For this reason, to meet customers’ satisfaction, putting in the food court, such as small gift machines, toy machines, and food prize machines, can attract different ages. Food court traffic is heavy, especially on weekends and holidays, adding significantly to the prize machines’ profitability. With data research and real-time insights, malls should be able to gauge the ebbs and flows of the flow of traffic and thus adjust the number and variety of machines to maximize profitability.
Next to the elevator
The elevator area in any mall is a very high-flow zone; it acts like a hub, connecting different floors, especially those areas near vertical elevators and escalator entrances. While people wait for elevators, customers often have short breaks; hence, prize machines can use these little breaks effectively as a “waiting window” and entertain them. This installment suits children, especially teenagers, who, while waiting around or accompanying someone in the mall, will find prize machines adjacent to elevators serving as an active source of amusement for them. It amuses parents and helps them avoid boredom, which might result from waiting, and makes it enjoyable.
It can be estimated that, while waiting for the elevator, around 60% of parents let their children try prize machines, especially when machines have interesting, special toys, or little gifts inside. By observing data regarding customer flow and peak hours near elevators, malls can make decisions based on the placement and number of prize machines. For every mall, adjustments to machine quantity and type can be flexible enough to meet demand and maximize the usage rate and revenues during peak times.
Children’s area
This is the entertainment zone developed for families and children. It generally comprises playing facilities, toy areas, and activity zones. Large numbers of family visitors, especially parents with young children, are attracted here. Keeping the prize machines in the children’s area will provide more fun entertainment, allowing kids to enjoy their time more fruitfully in this area. Here, the prize machines are always the kids’ favorite, owing to their being interactive while ensuring immediate gratification. Prize machines make it easy for parents to keep children in a good mood, which makes them willing to spend more money on entertainment.
It can be estimated that about 70% of both groups of parents tend to spend small money on their children’s entertainment on items like claw machines or candy machines. Due to this kind of behavior, customer visits are extended to increase the overall spending in malls. Types of prizes for prize machines: select those that appeal to children’s age groups, such as cartoon toys, puzzles, or candy, in order to allure all age brackets. During weekends and holidays where the flow of traffic in the children’s area is always at an excellent density, there could be added machines or enhancements to the attractiveness of prizes during peak times of the day/evening to meet demand.
Crowded area
Generally speaking, the include main corridors, shopping arteries, and large event spaces. These places enjoy exceptional visibility, enabling prize machines to reach a high volume of passersby. Prize machines could be placed in these places to effectively raise publicity, attracting more customers to try their luck. For those who stop for a while without hurrying to shop, prize machines are a kind of relaxing entertainment that would satisfy their needs for leisure.
Compared with other places, prize machines can increase the usage frequency by 30%-40% in high-traffic areas. This method will effectively raise not only the appearance and usage rate of the prize machine but also let customers enjoy the fun of playing in a shopping mall. Through scientific layouts and real-time monitoring systems, malls can dynamically optimize the quantity and placement of prize machines according to the intensity and peak time of foot traffic, thereby maximizing device efficiency and revenue at different times.
Rest area
Rest areas are those places where mall customers take brief rests between shopping. They may have a seating area and or tea stations or coffee stands. Locating prize machines near them would provide an amusing diversion for customers who are taking a rest. When the customer is relaxed, he or she will be more likely to spend time and money on sundry purchases, so rest areas are a good place to position a prize machine. For instance, the prize machines become an entertaining thing to do while a family member or friend is shopping and may invite the family members or friends into trying.
Prize machines in the rest area attract mainly families and older customers. It is recorded that at least 50% of family customers are willing to use prize machines in these areas. In this regard, malls should be able to set up different types of prize machines according to the rest area settings and customers’ resting time. For instance, it is effective to set up some simple and easy-to-play games with small prizes, which could enhance customers’ participation and spending, thus increasing more revenue for the mall.
Near the main store
Anchor stores are those highly attractive stores in a mall, such as major department stores, flagship brands, or supermarkets. These stores attract an enormous number of consumers, and during sales and holidays, this traffic would reach its zenith. Locating prize machines near anchor stores makes available to shoppers an entertainment option and diverts the attention of people accompanying them too. This could further prolong the stay of customers, which, in turn, would increase the revenue from prize machines.
The mall data shows that prize machines in front of the anchor stores have much higher usage compared with those anywhere else. For prize machines near anchor stores, malls link to holiday promotions – such as offering prize machine tokens for purchases over a certain amount – to increase customer participation. Not only does that grow prize machine revenue, but also increases overall mall sales
