More Than Just Up and Down: Escalators Drive Sales in Malls

In malls, every step you take is meticulously planned. Visitor flow is so precisely designed that escalators, beyond simply taking you from one floor to another, are strategically placed to guide your journey and ensure you pass by key stores and storefronts. For instance, Patio Martín Carrera has at least six escalators located near anchor stores and food courts, according to floor plans analyzed by SiiLA. All of this serves one clear purpose: to multiply consumption opportunities.

Data backs this up. According to market research firm GfK, 70% of purchase decisions are made in-store, and MBA3 Software Solutions reports that 90% of consumers make occasional unplanned purchases. These figures explain why developers aim to shape foot traffic in malls: prolonged exposure to more stores increases the likelihood of impulsive shopping.

How is it done? The key lies in interrupting the natural path of consumers. If escalators are placed too close to entrances or clustered in one area, visitors will tend to ignore large mall sections. Instead, strategically placing them at the back of hallways or in positions that force users to navigate central areas ensures a more uniform distribution of pedestrian traffic. This increases the probability of impulse purchases and raises the rental value of stores in high-traffic locations.

There are concrete examples of strategic design in Mexico's leading retail markets, where SiiLA monitors more than 160 shopping centers covering 6.6 million square meters. One of them is Antara Fashion Hall in Mexico City. With its open and modern architecture, this mall places escalators in strategic points that require visitors to pass through key areas—such as the luxury boutique corridor featuring Louis Vuitton and Gucci storefronts—before reaching their destination. Additionally, its design avoids "dead zones" on upper levels by combining escalators with gardens, sculptures, and relaxation areas, creating a natural and pleasant flow.

Another case is Centro Santa Fe, one of the largest malls in Latin America. Here, escalators are strategically located at the ends of main corridors, ensuring visitors pass by various stores along the way. This layout also helps distribute traffic to less-frequented areas, increasing overall mall activity.