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Experiential shopping doesn’t seem to be helping malls

An ornate lighting fixture hangs in the lobby connecting a parking structure to the main area of the Americana at Brand shopping community in Glendale, California. Shea Huffman/Marketplace

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Malls used to rely on huge department stores to lure customers, but those retailers are struggling. Now, shopping centers are adding experiences with high-end interactive offerings, like an Apple store, or the Italian marketplace, Eataly, to entice shoppers. But a new study shows that adding these experiential stores doesn’t seem to be increase customer foot traffic. 

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