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Technology is moving so fast that it’s easy to forget that our lives don’t look anything like those depicted in futuristic sci-fi thrillers. In fact, for the most part, we’re doing the same things that humans have been doing since they first walked the earth—eat, sleep, grow, learn, and more. Sure, these are considered mundane compared to flying drones and making short films with Google Glass. Still, Jessica Kinsey thinks they are worth her marketing planning time. So when the founders of Mamava came knocking for an opportunity to set up one of its lactation suites at Simon’s Independence Center, the marketer opened the doors and welcomed them in.
The suite is the first one to be installed in a U.S. mall and it’s essentially a freestanding pod located in the center’s play area to allow nursing mothers to breastfeed or pump milk comfortably and in all privacy. The pod is equipped with dual seating, a foldable table, electrical outlet, fixture with a mirror and cleanup supplies, casters and retractable footers, space for a stroller, and an occupied lock. That means moms now have a facility that’s easily accessible instead of one that’s hidden in the back of the washrooms far away from the play area.
This is just the type of low-tech and high-touch amenity that some mall shoppers might be craving, alongside Web-based programs. Your center could raise its profile by supporting more innovation focused on consumers’ true lifestyles—think of an architectural feature like a column that doubles as a lean or includes high seating for visitors who wish to take a little break.
Keeping up the technology pace is essential for retailers and mall developers, but so is remembering that consumers are first and foremost people with very basic needs.
The Mamava Specs
- Size: 32 sq. ft.
- Footprint with door swing: 7 ft. 5 in. x 8 ft. 6 in.
- Height: 7 ft. 6 in.
- Electrical: 20 AMP circuit
- Outside graphic size (two spots): 3 ft. 9 in. x 7 ft. 9 in,
- Inside graphic size (two spots): 3 ft. 9 in. x 4 ft. 6 in.
- Construction materials: Corian, eco-certified composite panel, aluminum
The Trendz Twist
The Mamava is just coming onto the mall market, so its owners might be open to customizing their pods. You could, for example, add an exterior flat-screen display to run promotional videos for the mall, retailers, corporate sponsors, local attractions, and family-focused charity partners. If those options don’t fit into your marketing budget, some simple brochure racks would do the trick.
Jan.
2015
2015
Posted in Mall Amenities
