POULINA | 2026-01-16 14:57:17+00:00
Shopping malls are no longer just retail spaces. Shopping malls gather thousands of people daily; they are equated to social hubs, lifestyle destinations, entertainment centres, community ecosystem, etc. But in a landscape where customer expectations are on the rise at a fast pace, malls need to do more than providing clean corridors and popular brands.
These days, visitors don’t just judge malls by what stores they have. According to a market research, mall visitors are increasingly judging malls by the ambience, safety, convenience and facility provided. Further, food courts, staff behaviour, events, entertainment zones and parking also influence consumer judgement.
And the most reliable way to understand this experience?
Systematic, continuous customer feedback.
This article discusses the need for a structured feedback program within malls. Today’s malls are using feedback for optimizing every corner of their space. What problems are small-faced when they ignore the voice of the customer. Lastly, how Fellafeeds can help in getting feedback in real time and improve visitors’ satisfaction.
Malls were once purely retail-driven. Today, they are:
Experience centers
Dining destinations
Family entertainment zones
Event venues
Leisure hangouts
Community gathering areas
This shift means visitors expect far more than product availability. They expect:
Clean facilities
Quick navigation
Helpful staff
Efficient parking
Comfortable seating
Engaging events
Safe environments
Good crowd management
Clear signage
Reliable WiFi
Smooth restroom experience
Well-maintained play zones
These expectations cannot be measured simply by observing shoppers from a distance. Malls need structured systems to understand what visitors actually feel, what bothers them, and what brings them back.
A mall experience includes:
Parking entry
Security check
Restrooms
Elevators
Escalators
Food court
Shopping zones
Play areas
Movie theaters
Customer service desks
Events and exhibitions
Billing counters
Exit routes
Each touchpoint can either enhance or damage the visitor’s experience.
Without feedback, mall management won’t know which areas are failing.
Malls must create unique in-person experiences to stay relevant. Feedback helps:
Identify new features customers want
Understand why footfall drops
Improve experiential zones
Adapt to changing consumer preferences
One bad restroom experience, rude staff encounter, or unsafe incident can lead to:
Negative Google reviews
Viral social media posts
Loss of trust
Reduced footfall
A mall must be aware of such problemsbeforethey become public.
Feedback helps malls refine:
Leasing strategies
Facilities management
Event planning
Store mix
Layout modifications
Promotional campaigns
When visitors tell you what they love (or hate), management can make better investment decisions.
Consistent visitor complaints go unnoticed
Increasing dissatisfaction with restrooms, parking, and queue management
Declining food court experience
Poor crowd flow during weekends
Mismanaged events leading to negative buzz
No knowledge of which stores underperform in customer service
Loss of returning customers
Rising operational costs without insight into problem areas
To make feedback meaningful and actionable, a mall needs:
Feedback across:
Entrances
Restrooms
Parking
Food court
Escalator/elevator areas
Kids’ zones
Customer service desks
Immediate reporting of:
Unclean restrooms
Faulty escalators
Poor crowd management
Security complaints
Parking issues
So visitors feel safe reporting sensitive concerns.
Feedback should be accessible through:
QR codes
Kiosk tablets
In-app portals
Website forms
SMS links
Different departments should receive:
Housekeeping issues
Security-related feedback
Store-related complaints
Event feedback
Parking complaints
Food court quality issues
Management should view:
Hourly or daily satisfaction trends
Touchpoint performance
Store-wise or zone-wise insights
Recurring issues
Staff behavior indicators
Every complaint must be:
Logged
Assigned
Tracked
Resolved
Marked complete
This creates accountability across the mall’s internal teams and vendors.
Washrooms are one of the most frequently used facilities in any mall and also one of the biggest drivers of visitor dissatisfaction. Even a single unpleasant washroom experience can negatively shape a visitor’s overall perception of the mall.
A structured feedback system helps mall management ensure that washrooms remain functional and hygienic throughout the day. Visitors can easily report:
Unclean washrooms or bad odor
Lack of essentials such as soap, tissue, or handwash
Broken taps, flush systems, mirrors, or doors
Water leakage or overflowing drains
Electrical issues like non-functional lights or hand dryers
Misuse or vandalism of washroom facilities
Real time alerts ensure that housekeeping or maintenance teams are notified immediately, allowing corrective action before the issue affects more visitors. Over time, feedback data also helps management plan better cleaning schedules and staffing during peak hours.
The operations team is the primary user of feedback data. Their responsibility is to ensure that all daily functions of the mall run smoothly.
Feedback helps the operations team monitor:
Escalator and elevator functionality
Washroom cleanliness and maintenance
Parking availability and flow
Power, lighting, and air-conditioning issues
Housekeeping response time
Instead of relying only on routine inspections, the team gains direct insight from visitors, making operations more responsive and efficient.
For the marketing team, feedback is a valuable tool to understand visitor engagement and perception.
Feedback helps marketing teams:
Judge how new events, exhibitions, or campaigns are received
Understand footfall behavior during promotions
Identify what types of events attract repeat visitors
Improve future event planning and communication
Visitor opinions help marketing teams move beyond assumptions and design experiences that genuinely resonate with the audience.
Feedback also supports sales and leasing efforts within the mall ecosystem.
The sales team can use feedback to:
Identify zones with high visitor interest
Understand which stores or categories attract more attention
Support tenant discussions with real visitor insights
Help brands improve service quality through shared feedback
Positive experience data strengthens leasing value, while recurring complaints highlight areas that need intervention.
QR codes are one of the easiest and most effective ways to collect feedback without disrupting the visitor experience.
They can be placed in:
Parking areas
Washrooms
Common seating areas
Near escalators and elevators
Visitors can scan the code and share feedback instantly, making it ideal for reporting urgent issues such as cleanliness, maintenance, or safety concerns.
Tablet-based systems work well in locations where visitors spend more time or interact with staff.
They are commonly used in:
Food courts and cafeterias
Customer service desks
Event and promotional zones
Survey booths during campaigns
These systems allow slightly more detailed feedback and are useful for collecting opinions on food quality, staff behavior, and event experiences.
Kiosk-based feedback systems are suited for high-visibility, high-footfall areas.
They are typically installed at:
Mall entrances and exits
Main lobby areas
Central atriums
Kiosks allow visitors to quickly rate their experience before leaving the mall. Because they are highly visible, they also signal that the mall actively listens to its visitors, which builds trust and engagement.
Malls handle massive daily footfall, and customer interactions happen constantly. Fellafeeds provides a structured, tech-enabled system to capture and manage this flow of feedback effortlessly.
Fellafeeds allows feedback through:
QR codes placed at restrooms, escalators, parking exits
Tablets or kiosks at food court, entrances, and customer service
SMS/WhatsApp links for visitors who opt-in
Online forms for event feedback
Visitors can share opinions instantly without waiting.
Real-Time Alerts
When someone reports:
Dirty restrooms
Faulty elevators
Unsafe areas
Long queues
Aggressive staff behavior
…teams get notified immediately. This keeps small issues from becoming big ones that impact footfall.
Zone-wise Analytics Dashboard
Mall management can view:
Restroom cleanliness scores
Parking satisfaction levels
Food court ratings
Escalator uptime complaints
Event performance
Weekend vs weekday trends
Store-level service issues
This helps improve operations, leasing, and overall experience strategy.
Complaint Ticketing & Workflow
Every complaint becomes a ticket assigned to:
Housekeeping
Security
Event staff
Vendor partners
Maintenance teams
Nothing is missed. Everything is tracked until resolved.
Anonymous Feedback Options
Visitors can report:
Safety issues
Misconduct
Staff misbehavior
…without revealing their identity, increasing honesty.
Feedback screens and QR surveys can match:
Mall branding
Festival themes
Event campaigns
This enhances the professional feel and visitor engagement.
Place QR codes at every critical touchpoint
Restrooms, elevators, food courts, entrances, exits.
Set up kiosks at central areas
Customer service, food court, kids zone.
Define categories for feedback
Cleanliness, crowding, staff, signage, safety, ambience, store issues.
Assign teams to handle each category
Housekeeping, security, maintenance, marketing, operations.
Enable real-time notifications
So teams respond quickly.
Use analytics for planning
Improve weekend staffing, restroom scheduling, event execution.
Review trends weekly
Mall management can address patterns and make long-term changes.
Malls that actively listen to visitors gain:
Higher customer satisfaction
Better crowd management
Improved safety perception
More repeat visitors
Stronger online reputation
Better-performing stores
Increased leasing value
Faster issue resolution
Visitor loyalty in malls is built throughconsistent, positive experiences— and feedback is the only reliable tool to measure and improve them.
Modern malls cannot rely on observation or occasional surveys.
Visitors today expect responsive, clean, well-managed, and engaging environments.
A structured feedback system helps malls:
Understand visitor needs
Fix real problems quickly
Improve operational efficiency
Build safety and comfort
Increase footfall and loyalty
Tools like Fellafeeds support this transformation by offering organized, real-time, multi-channel systems that turn feedback into improvement — without disrupting mall operations.
Because at the end of the day,a mall is not just a place people shop — it’s a place people feel. And great feelings come from great experiences.
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