What Miami knows better than anyone in retail marketing. The strategic use of water, in fountains, is a powerful tool to increase sales

Whether it's a restaurant, a cafe, or a fashion business, a fountain is a proven tool to enhance the shopping experience, emotional connection, and, as if that were not enough, from biology and physics, it has been proven to improve the environment, oxygenation, and energy of the space or habitat.

"What we first design in shopping centers are the water supplies for the fountains, not the parking lot," "the more water fountains there are, the more sense of abundance there will be." This is how the presentation at Acecolombia (Chambers of shopping centers in that country) began, about this valuable strategy.

Impact of water design in shopping malls

In Miami and Mexico City, architecture studies specialized in shopping malls and large retail spaces have identified that, beyond parking, the crucial element to evaluate is the circuit of water and fountains. This practice, which combines Italian design with the creativity of local and American architects, has been a well-kept secret that drives sales and customer dwell time in these spaces.

The symbolic power of water.

The presence of water fountains in these environments is not merely decorative but has a profound psychological impact on consumers. From a neuroscientific perspective, water symbolizes the constant provision of abundance and life. In the collective unconscious, finding a water source represents security and well-being, making customers attracted to these spaces.

As the renowned architect Frank Lloyd Wright said, "water is the driving force of all nature." By flooding the shopping mall corridors with running water and ornamental fountains, an atmosphere of beauty and harmony is created that encourages customers to stay longer and make purchases more frequently.

Measurable effects on sales.

Recent research has shown that the presence of large water fountains in a commercial environment can increase customer dwell time by up to 15% and boost sales by 12%. This effect extends to a wide range of industries, from car agencies to fashion and decoration stores. Additionally, giving small water bottles to visitors can increase sales by another 10%, demonstrating the importance of abundance and generosity in retail strategy.

Successful, real, and future potential applications

Brands like Hugo Boss have successfully implemented this strategy, and countries like Colombia stand out for their early adoption of this practice. Additionally, in gastronomic businesses, offering free flavored water has been shown to significantly increase customer consumption.

Despite the increasing digitalization of the world, the importance of physical and emotional experiences in the purchasing process remains fundamental. Water, as a vital and symbolic element, has become a valuable tool to attract and retain customers in commercial settings.

The strategic use of water in retail is not only an effective tactic to increase sales but also an opportunity to create memorable and distinctive experiences for customers. In an increasingly competitive world, harnessing the energy of water may be the key to success in the future retail market.

In Miami, there are several famous shopping malls and businesses known for using fountains as part of their design or decor. Some of them include:

1. Aventura Mall: This popular shopping center in Miami features impressive fountains that add an elegant and sophisticated touch to its shopping environment.

2. The Shops at Mary Brickell Village: This outdoor shopping district in Brickell includes fountains and open spaces that create a welcoming and modern atmosphere.

3. Bal Harbour Shops: Known as a luxury shopping destination in Miami, Bal Harbour Shops features fountains and elegant architecture that reflect its exclusivity.

Check out a complete report on this shopping mall and the importance of its fountains here.

4. Brickell City Centre: This urban complex in the heart of Brickell includes fountains and public spaces that invite visitors to relax and enjoy a contemporary environment.

5. Design District: This area of Miami is known for its innovative and modern design, including fountains and water elements that complement the avant-garde aesthetics of the shops and art galleries.

6. Fontainebleau Miami Beach: This iconic hotel in Miami Beach features impressive fountains and pools that are an integral part of its architectural design and luxurious ambiance.

Of course, Lincoln Road y Sawgrass Mills  are  also full of fountains.

Recommended books on this technique.

1.  "Buyology: Truths and Lies About Why We Buy" by Martin Lindstrom: In this book, Lindstrom explores the impact

2. "Neuromarketing: The New Consumer Approach" by Nestor Braidot: Braidot offers an overview of neuromarketing and how companies can leverage neuroscience findings to enhance their marketing strategies.

3. "Why We Buy: The Science of Shopping" by Paco Underhill: Underhill delves into the psychology behind consumer buying decisions and how the design of retail spaces can influence their behavior.

Videos:

1. TED Talk - "The Power of Designing for People's Emotions" by Don Norman: In this TED talk, Norman explores how emotional design can impact user experience and purchasing decisions.

2. Retail Design Institute Video - "The Impact of Water Features in Retail Environments": This video specifically explores how water features in commercial settings can influence consumer behavior and sales.

3. Neuromarketing Science & Business Association Video - "Neuromarketing in Retail": In this video, neuromarketing experts discuss how neuroscience-based strategies are transforming the retail industry and enhancing the customer experience.

Does your business have resources? What are you waiting for to integrate them into your branding concept and theme?