ABSTRACT
Generating visitor traffic is becoming a challenging task as shopping centers market is growing in Brazil and being more competitive. From this perspective, the objective of this article is to study the experience provided by musical events in malls. For this purpose, besides the bibliographic research about the subject, a musical project idealized by Shopping Anália Franco, in São Paulo City, was analyzed. This project aimed to enhance visitors frequency and time at the shopping, as well as, sales. This study was complemented with a field research whose interviewees were the spectators in the events. The results showed that this form of experience can benefit the place in terms of more satisfaction and affinity, better image, new consumers and more sales and visitors.
KEYWORDS
Shopping center; entertainment; experiential marketing; events