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Why are "friendly businesses" on the rise, and how can one successfully create one?

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2025-02-05

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Editor-in-Chief | Yang Ming

Editor | Jing Xiangyuan

Come Source | RET睿意德

In recent years, "friendly commerce" has emerged as a significant trend in the retail industry. Examples include pet-friendly, child-friendly, women-friendly, cycling-friendly, and community-friendly establishments. These commercial spaces focus on providing a comfortable, convenient, and inclusive environment for specific groups to attract target customers and enhance brand loyalty. As consumers' demand for personalized and emotional experiences grows, more and more new commercial projects are using "friendliness" as their core competitive advantage.

What is "Friendly Commerce"?

Essentially, the core of "friendly commerce" lies in precise segmentation or functional addition based on a deep understanding of the target customer group. Segmentation means focusing on a specific type of consumer, understanding their needs in depth, and tailoring the commercial environment and service content accordingly. For example, a pet-friendly mall not only provides basic goods and services but also designs exclusive spaces for pets, such as rest areas, activity areas, and even pet health consultation services, thereby enhancing customer satisfaction and loyalty. Functional addition, on the other hand, involves adding extra value elements for specific groups while maintaining the original commercial functions. This can be reflected in adding bicycle parking facilities and repair services to cater to cyclists, or creating a multi-functional community center to promote interaction among neighbors. These additional functions not only enrich the project's appeal but also allow people with different interests and lifestyles to find a sense of belonging, thereby strengthening their emotional bond with the commercial entity.

Funan Mall in Singapore connects urban walking and cycling routes through its 200-meter-long cycling path, shortening journeys between famous attractions such as from Singapore Raffles City to Clarke Quay, and providing cyclists and tourists with a convenient and unique experience ©Internet

What value does "Friendly Commerce" create?

"Friendliness" refers to special measures carefully designed and implemented for specific groups. These measures not only directly bring positive incentives to the beneficiaries but may also gain broader social recognition because they embody universal values such as benevolence and fairness. For example, disability-friendly measures, by demonstrating the ideals of social inclusion and equality, often win more respect and support. Specifically, this "friendly" strategy brings the following four values:

Bring a stronger sense of belonging and identity

According to Maslow's classic needs theory, after basic physiological and safety needs are met, people begin to pursue higher-level needs, such as social, respect, and self-actualization. "Friendly commerce" projects play a role at this level, allowing consumers to enjoy emotional satisfaction while enjoying material consumption through a comfortable and distinctive environment. For example, the exclusive facilities and services provided by pet-friendly malls for pet owners not only solve practical problems but more importantly convey a message: you are welcome here, this is your place. This emotional affirmation enhances customers' self-esteem and makes them feel like they are part of the community.

New Town Plaza in Hong Kong launched the "Doggy Playtime Summer Fun Festival," transforming the fourth-floor outdoor space into a pet paradise with an agility obstacle course and Instagrammable spots, as well as a water park for dogs to run, play, and swim freely, providing customers with an unforgettable summer experience with their beloved pets ©Internet

Create emotional connections

Emotional connection is more than just simple satisfaction or loyalty; it is through a series of carefully designed emotional triggers that encourage consumers to resonate with the brand on a psychological and emotional level. Friendly commerce creates a safe, comfortable, and attractive physical environment that meets consumers' sensory needs. This environment not only provides material convenience but more importantly conveys an attitude of care and respect. For example, city-friendly malls create wide sidewalks, green public spaces, and children's play areas, and optimize lighting, temperature control, and air quality to ensure that citizens feel safe and happy while shopping and relaxing. In addition, the mall may also have cultural display areas, exhibitions of local artists' works, and regularly held city-themed events. These elements not only promote community interaction but also enhance the emotional bond between residents and the city.

The indoor and outdoor connecting areas of CentralFestival EastVille in Thailand use traditional Thai gable roof design, not only achieving a smooth transition between indoor and outdoor spaces, but also allowing visitors to enjoy familiar aesthetics while feeling a deep cultural resonance ©Internet

Increase social recognition

By creating a space that is friendly and inclusive to specific groups, these projects not only meet consumers' material needs but also provide them with a platform to share common values and lifestyles, thereby enhancing individual self-worth and social belonging. Taking women-friendly commerce as an example, such a place is not just about providing convenience and services for women; it is more like a bridge connecting all those who appreciate and support the ideals of gender equality and personal development. Here, women are not just enjoying services or participating in activities; they are participating in a social activity that reflects their personal beliefs and lifestyle. Every visit is a confirmation of the lifestyle they identify with and an opportunity to interact with others who share similar views. From specially designed rest areas to organized workshops and lectures, every detail considers women's needs, encouraging them to express themselves, pursue their dreams, and build confidence and strength in a safe and supportive environment.

NEWoMan in Japan, in collaboration with NAVITAS Clinic and Teikyo University Medical School Affiliated Shinjuku Clinic, launched a convenient appointment service and specialized clinics for working women, seamlessly integrating health checkups and treatment into daily life ©Internet

Stimulate positive emotions

Positive emotions play a key role in consumers' purchasing decisions; they not only affect immediate purchasing behavior but also promote long-term brand preference and customer loyalty. Through the meticulous creation of an ambient atmosphere and the provision of personalized services, friendly shopping malls can effectively stimulate consumers' positive emotions, thereby driving consumption. Taking child-friendly commerce as an example, such a space not only provides entertainment facilities for children but also specifically considers the needs and feelings of parents. Safe, clean, and cleverly designed play areas allow parents to let their children play freely with peace of mind; while comfortable rest areas, convenient dining services, and user-friendly facilities ensure a comfortable experience for the whole family. This comprehensive care makes both parents and children feel happy and relaxed, thereby enhancing overall family happiness. In this positive emotional state, consumers are more inclined to explore more goods and services and are more willing to make purchasing decisions.

LaLaport Toyosu in Japan is a shopping mall designed specifically for children and families. It attracts family visitors by offering a diverse range of businesses and services, including stores selling children's and maternity products, various casual dining options, and a wealth of children's games and experiential facilities. The carefully created environment not only promotes interaction and communication between families but also enhances customer satisfaction and a sense of belonging © Internet

Key elements in creating a "friendly" business

Building a friendly business model is a process of precise positioning and careful design. First, it's essential to identify the target audience, understanding their needs, preferences, and lifestyles. Based on this insight, the next step involves designing consumer experiences that resonate, focusing on the senses: sight, hearing, touch, smell, and taste. While creating an attractive icon is crucial for project promotion, the long-term sustainability and development of this business model depend on a deep reserve of resources centered around the core concept of "friendliness." Only when a company can integrate rich resources under the theme of "friendliness" and provide consistent, high-quality experiences can it establish a lasting competitive advantage and achieve sustainable development. Four key aspects are outlined below:

Precisely Targeting the Customer Group

The successful implementation of a friendly business model hinges on precisely identifying the target customer group as a first crucial step. This goes beyond simply identifying "who" the customers are; it involves a deep understanding of their underlying needs, behavioral patterns, and cherished values. Through systematic market research and data analysis, projects can gain insights into the lifestyles, consumption motivations, and unmet needs of the target group, providing a scientific basis for developing personalized and effective friendly strategies.

The Fikołki children's play area in the Warsaw shopping center, a 700-square-meter space exclusively designed for children under 150cm, integrates sports and entertainment, educational courses, and professional guidance, offering diverse activities such as cooking, art, robotics, and music. It's an ideal place for children's growth and fun © Internet

To achieve this goal, multi-dimensional market research is necessary. This includes quantitative research (such as questionnaires and consumer behavior data collection) and qualitative research (such as focus group discussions and in-depth interviews) to comprehensively understand the characteristics of the target customer group. For example, a disability-friendly shopping center, when attracting and serving people with disabilities and their families, must not only consider basic accessibility needs, such as wheelchair ramps and gentle slopes, but also explore their expectations regarding the added value of special services and facilities. Similarly, a child-friendly shopping center needs to delve into the differences in needs between parents and children in family groups, ensuring that the entertainment facilities, safety environment, and parent rest areas meet expectations.

Designing the Experience System

The implementation of a friendly business model centers on building a comprehensive and systematic experience design system. This process is more than just providing hardware facilities and services; it involves systematic thinking, starting from the consumer experience, to carefully create a comfortable and memorable shopping environment and interactive experience for the target group.

The design of hardware facilities must fully consider the specific needs of the target customer group, ensuring that every detail conveys the concept of "friendliness." For example, in a community-friendly shopping center, multi-functional community activity spaces, such as libraries, art studios, or fitness areas, can be set up to meet the diverse needs of residents. These spaces not only promote communication and cooperation among neighbors but also enhance community cohesion. In addition, to encourage green commuting, cycling-friendly shopping centers can provide ample bicycle parking racks, shower facilities, and convenient repair stations for cyclists, offering them a comfortable stay.

The SAMYAN CO-OP shared space, located on the second floor of the Samyan Mitrtown shopping center, is meticulously crafted by Golden Land. It integrates public areas, meeting rooms, reading areas, and an activity room that can accommodate 500 people, designed specifically to meet the diverse needs of entrepreneurs and students © Internet

Service design is equally indispensable. Community-friendly shopping centers can organize volunteer activities, inviting residents to participate in the maintenance of public areas or the preparation of cultural festivals; at the same time, they can establish a dedicated community service center to provide convenient services such as health consultations and childcare. For cycling-friendly shopping centers, staff should be trained in basic bicycle maintenance skills to promptly assist customers with unexpected problems; cycling club activities can also be held regularly to enhance social connections among customers.

Overall experience design also needs to consider intangible factors such as atmosphere creation, brand storytelling, and technology applications. Through warm music, pleasant fragrances, vivid brand displays, and even the support of smart technology (such as mobile application appointments and real-time navigation services), the mall can create a beautiful, multi-sensory memory for consumers beyond the physical space.

Creating Distinctive Labels

The creation of themed labels for friendly shopping centers aims to create a lasting impression through the "peak-end rule," highlighting distinctiveness and exclusivity within specific categories, making them the preferred destination in the minds of consumers. Taking eco-friendly shopping centers as an example, such venues should be committed to promoting sustainable development and integrating environmentally friendly elements into every detail. From the building's exterior to the interior decoration, green building materials and energy-saving technologies are used; facilities such as waste sorting and recycling stations and rainwater collection systems are set up to encourage customers to participate in environmental protection activities. At the same time, introducing local organic farmers' markets and holding environmental lectures or workshops enhance public awareness of ecological protection. To create memorable moments, large-scale environmental protection themed events, such as Earth Day celebrations or green concerts, can be held regularly, inviting well-known environmentalists to share their experiences, making customers feel like they are part of this noble cause.

Central Westville, the first low-carbon shopping center developed by Central Pattana's parent company, Central Group, is based on the concept of "redefining the community." It integrates green spaces and natural elements, incorporating natural wind and light into the facade design, and providing family outdoor activity areas and pet-friendly spaces © Internet

Establishing a Cross-border Resource System

The core of a friendly business is to provide value beyond the conventional shopping experience for a specific customer group. However, building this added value is not easy, as shopping centers themselves may lack expertise and resource accumulation in certain specific areas. To overcome this challenge, shopping centers must adopt a more open and collaborative strategy, actively seeking cross-border cooperation with related industries to obtain more know-how and in-depth resource support, thereby establishing deeper interaction and value creation with the target group.

AEON's PETEMO pet mall has a complete domestic and international study and internal training system, a team of knowledgeable and experienced veterinary nurses, providing 24-hour emergency services, spa treatments, and pet rehabilitation services. Its aim is to "provide the best animal medical care," ensuring that pets receive the most professional and comprehensive care © Internet

For example, for a pet-friendly shopping center, it not only needs to attract pet lovers but also needs to delve into the core of the pet industry, establishing long-term partnerships with veterinary clinics, pet training institutions, etc. Through these partnerships, the shopping center can gain valuable industry insights and technical support, helping it better understand and serve the needs of pet-owning consumers. At the same time, the resources provided by partners—whether the latest product information or a professional service network—can be directly transformed into the shopping center's unique selling points, enhancing customer stickiness and brand loyalty.

Conclusion

The continuous emergence of "friendly business" is a vivid portrayal of the interaction between social structure and individual needs. It reflects profound changes in contemporary society across many dimensions, including consumer culture, group identity, and social interaction. On the one hand, as social stratification and individual differences become increasingly prominent, people increasingly crave consumption spaces that precisely match their identities, interests, and values; on the other hand, this trend also highlights the key role of commercial forces in the allocation of social resources and value leadership. Driven by market mechanisms, it cleverly integrates social concern with economic benefits. This allows us to clearly see that in the complex operating system of modern society, commerce does not exist in isolation, but is closely intertwined with many elements of society, jointly pushing society towards a more diverse, inclusive, and progressive direction.

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