West Edmonton Mall: Consumer Combined‐Purpose Trips and the Birth of the Mega‐Multi‐Mall?

Abstract

Abstract West Edmonton Mall packages retail stores, a hotel, recreation and entertainment facilities, restaurants, and theme parks into a unique integrated consumer environment. This paper examines this development against suggested criteria for identifying a new retailing institution, and concludes the answer hinges on whether it attracts combined‐purpose visits. A survey is used to compare area residents' purposes when visiting West Edmonton Mall and nearby regional malls, and to examine their perceptions of the malls. The results suggest a new retailing institution, here called a mega‐multi‐mall, has been born. Résumé Le West Edmonton Mall regroupe dans un complexe commercial intëgrë magasins de dëtail, hötel, installations de loisirs et de spectacles, restaurants et parc d'attractions. L'article ëtudie ce complexe en fonction de critëres donnës de dëfinition d'une nouvelle institution de vente au dëtail. En fait, il tente de dëterminer sile complexe attire une clientële qui se dëplace pour faire plusieurs courses ou sorties ä la fois. Il se fonde sur les rësultats d'un sondage pour comparer les buts qui poussent les rësidents de la rëgion ä se rendre au West Edmonton Mall et aux autres centres commerciaux avoisinants et pour analyser la perception qu'ils ont de ces centres; il en conclut ä la naissance d'une nouvelle forme d'ëtablissement commercial, qu'il appelle ≪ mëga‐multi‐mail ≫.

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