Moving The Experiential Needle

 
 
 
 
 
Not very long ago, tattoos were most often associated with bikers and outlaws. Nowadays, things couldn’t be more different: athletes, soccer moms and white-collar professionals are sporting “tats.”

According to reports by the Pew Research Center, 36 percent of those ages 18 to 25 — and 40 percent of 26- to 40-year-olds — have at least one tattoo. Such widespread acceptance has driven one tattoo company to ink deals for space in shopping malls.

Atomic Tattoos recently set up shop in Tampa’s upscale Westfield Brandon Mall, where CEO Steve Cannon says it is becoming an asset in the push to increase experiential retailing. The studio opened in December near an Apple Store, Metropark, Starbucks, Lucky Jeans and Sephora; in addition to tattoos, it offers body piercings, tattoo removal and unique designer clothing.

Cannon says a tattoo studio generates a good deal of foot traffic. As tattooing is often a communal process, it’s not unusual for the customer to be accompanied by a group of two to five other people when she gets “inked.” A tattoo can also take up to a couple of hours and require multiple visits, which keeps folks at – and coming back to — the mall. And because people are generally eager to show off their newest additions, there is strong word-of-mouth marketing.

Inviting the upscale tattoo studio to the mall has been no different than bringing in Coach or an Apple Store, says Dawn Arvidson, marketing director for the Westfield Brandon and Westfield Eastridge properties. “It’s just about keeping the shoppers in our community,” she says. “We’re always looking at ways we can bring more opportunities and options for shoppers.”

Atomic Tattoo recently opened a studio in Orlando’s Florida Mall and has deals in the works for units in four other upscale malls, including Countryside Mall in Clearwater, Fla.