Reimagining the post-Coronavirus Mall of America

Retail Gets Real episode 211: Reinventing experiential retail

Mall of America has been a quintessential hub for dining, entertainment, hospitality and a driver of tourism in Minnesota for almost 30 years. The coronavirus led the mall to lean on essential retail during the early days of closing as leadership was tasked with conceptualizing experiential retail in the age of COVID-19. As many couldn’t travel, the mall became hyper-focused on its neighboring community and engaging the local market.

Jill Renslow, executive vice president of business development and marketing at Mall of America, says one of the biggest challenges leadership faced early on was communicating new safety protocols like social distancing and mask mandates, as well as ensuring staff were properly educated on updates as they occurred.

Safety and customer comfort were priorities, and Mall of America partnered with local Minnesota company Graco, which provided equipment to quickly disinfect surfaces and rides at the mall’s amusement park.

Join Renslow in the latest episode of Retail Gets Real as she shares how Mall of America is reinventing experiential retail with the customer at the forefront.

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