Consultancy project: how to attract more paying customers to aeon mall

The shopping mall industry in Vietnam has witnessed substantial growth, transitioning the shopping behavior of Vietnamese people from traditional markets to modern malls. In the advent of Industry 4.0, the shift towards online shopping and digitalization has presented challenges for physical malls. Furthermore, the tech-savvy Gen Z demographic, adept at technology, prefers online shopping. To adapt to these changes and sustain revenue growth, shopping malls must innovate and attract a diverse customer base.This independent study addresses the evolving landscape by identifying trends and proposing resolutions to the challenges faced by shopping malls. The objectives include analyzing the gap between customer numbers and actual sales, exploring alternatives to increase customer engagement, and determining solutions toenhance the average sales per customer. The data, obtained from 153 customers who visited or shopped at Aeon Mall, was analyzed using the Statistical Package for the Social Sciences (SPSS).Key solutions identified include attracting customers and extending their stay at Aeon Mall through family-oriented events, promoting customer spending habits through collaboration with outlets and service providers for promotional programs, andleveraging data to improve the quality of service provided by outlets and services. By focusing on these objectives and implementing the proposed solutions, shopping malls can strategically position themselves to adapt to changing consumerbehaviors and thrive in the dynamic retail environment.