graduate student
This article examines current issues of shopping mall commercialization as a strategic system for managing the spatial potential of common areas. A comparative analysis of domestic and foreign terminology in the field of specialty leasing and commercialization was conducted, and key differences in the understanding of these categories were identified. An author's definition of shopping mall commercialization is proposed, and the term «Mobile Trading Module» (MTM) is introduced to unify the classification of specialty leasing formats. A typology of specialty leasing is developed, including four classes: large-scale stationary structures, small-scale mobile modules, ultra-small integrated formats, and transformable spatial zones. Based on empirical data from 101 shopping centers in the Moscow region, an architectural and planning analysis of the dynamics of the efficiency coefficient of area use (GLA/GBA) for the period 1995–2024 was carried out, and three key stages in the evolution of commercial real estate development were identified. An inverse relationship was established between the scale of the object and the efficiency coefficient; spatial constraints and development potential of island retail for various classes of shopping centers were determined. The theoretical foundations of the psychology of impulse purchases are considered as the fundamental basis for the effectiveness of specialty leasing. A conceptual model for assessing the resource potential of commercialization is proposed, integrating architectural parameters, economic indicators, and behavioral factors. The practical significance of the work lies in the possibility of using the obtained conclusions to optimize commercialization strategies, increase the net operating income (NOI) of shopping centers, and improve architectural and planning solutions in the design of new facilities.
shopping mall commercialization, specialty leasing, mobile trading module, impulse buying, area efficiency coefficient, GLA/GBA, net operating income, architectural and planning analysis, experience economy
1. Kravitz D. S. What is Specialty Leasing? [Elektronnyy resurs] // Directory of Major Malls | ShoppingCenters.com. 2015. URL: https://shoppingcenters.com/article/what-specialty-leasing/.
2. Commercialisation Services [Elektronnyy resurs] // BDS Sponsorship. URL: https://www.sponsorship.co.uk/services/commercialisation-services/.
3. Savills UK | The Changing Role of Commercialisation in Shopping Centres [Elektronnyy resurs]. 2017. URL: https://www.savills.co.uk/insight-and-opinion/savills-news/369499/the-changing-role-of-commercialisation-in-shopping-centres.
4. Sredniy dohod kommercializacii TC v Rossii sostavil 3% – analitiki - Stroitel'naya gazeta [Elektronnyy resurs]. URL: https://stroygaz.ru/news/commercial/sredniy-dokhod-kommertsializatsii-tts-v-rossii-sostavil-3-analitiki-/.
5. Ancillary Income Is Making Moves: From Phantom Income to NOI [Elektronnyy resurs]. URL: https://www.icsc.com/news-and-views/icsc-exchange/ancillary-income-is-making-moves-from-phantom-income-to-noi.
6. Bel-Bachir I. i dr. Boosting mall revenues through advanced analytics // McKinsey & Company URL https://www. mckinsey. com/industries/retail/our-insights/boosting-mall-revenues-through-advanced-analytics. 2019.
7. Lyulin P. B. Finansovye celi i ih realizaciya v upravlenii ob'ektami kommercheskoy nedvizhimosti // Upravlencheskiy uchet. 2024. № 6. S. 37–42. EDN: https://elibrary.ru/VKQYXK
8. Qureshi F. H., Sokić K., Khawaja S. Impulsive Buying Tendencies and Personality: Cognitive and Affective Aspects // Psychiatry International. 2025. T. 6, № 1. DOI: https://doi.org/10.3390/psychiatryint6010005; EDN: https://elibrary.ru/LIMJOH
9. Mandolfo M., Lamberti L. Past, Present, and Future of Impulse Buying Research Methods: A Systematic Literature Review // Front. Psychol. Frontiers, 2021. T. 12. DOI: https://doi.org/10.3389/fpsyg.2021.687404; EDN: https://elibrary.ru/YZYSEE
10. Maqsood K., Javed I. Impulse Buying, Consumer’s Satisfaction and Brand Loyalty // Journal of Economic Impact. 2019. T. 1. S. 40–47. DOI: https://doi.org/10.52223/jei0102192
11. Zhao Y. i dr. A Meta-Analysis of Online Impulsive Buying and the Moderating Effect of Economic Development Level // Inf Syst Front. 2022. T. 24, № 5. S. 1667–1688. DOI: https://doi.org/10.1007/s10796-021-10170-4; EDN: https://elibrary.ru/YAXCNK
12. Rodrigues R. I., Lopes P., Varela M. Factors Affecting Impulse Buying Behavior of Consumers // Front Psychol. 2021. T. 12. S. 697080. DOI: https://doi.org/10.3389/fpsyg.2021.697080
13. Stern H. The Significance of Impulse Buying Today // Journal of Marketing. 1962. T. 26, № 2. S. 59–62. DOI: https://doi.org/10.1177/002224296202600212
14. Rodrigues R. I., Lopes P., Varela M. Factors Affecting Impulse Buying Behavior of Consumers // Front Psychol. 2021. T. 12. S. 697080. DOI: https://doi.org/10.3389/fpsyg.2021.697080
15. Qi Y. “You Only Buy What You Love”: Understanding Impulse Buying Among College Students Through Values, Emotion, and Digital Immersion // Journal of Theoretical and Applied Electronic Commerce Research. Multidisciplinary Digital Publishing Institute, 2025. T. 20, № 4. S. 271. DOI: https://doi.org/10.3390/jtaer20040271
16. Sha V. 15 Most Common Impulse Buys [Elektronnyy resurs] // Mageworx Blog. 2019. URL: https://www.mageworx.com/blog/most-common-impulse-buys.
17. Kolchanov A. A., Lyulin P. B. Klassifikaciya ob'ektov kommercheskoy nedvizhimosti s torgovoy funkciey // Moskovskiy ekonomicheskiy zhurnal. Elektronnaya nauka, 2025. T. 10, № 3. S. 245–259.
