Despite its proximity to Wright Patterson Air Force Base, Wright State University and the Nutter Center, the Mall at Fairfield Commons is struggling to compete with the Greene Town Center. The Mall at Fairfield Commons opened in 1993, the Greene Town Center opened in 2006, and both serve two distinct populations. The Greene targets affluent areas in the Miami Valley whereas the core market for Fairfield Commons appeals to a mainstream population. A key factor contributing to Fairfield Commons’ decline is that many key retailers are shutting down and moving their business elsewhere while the Greene continues to develop. Since the opening of the Greene, both Eddie Bauer and Banana Republic have moved their location from Fairfield Commons to the Greene, in addition to other major retailers such as Express, New York & Co, Talbots and Ann Taylor. The diversity of anchor stores at the Greene in comparison to Fairfield Commons also impacts the financial climate. Major retailers, such as Von Maur, take a personalized approach to customer service and attract people who are looking for quality products and a shopping experience. Retailers at Fairfield Commons draw customers who prioritize sale price over sale experience. During the economic recession from 2009 to 2011, Fairfield Commons saw sales decrease about ten percent, whereas the Greene has seen retail increases each year since its opening. When I asked Ann, age 34, why she regularly brought her two children to the Greene to shop, she confirmed this point by saying “I like the Greene better because my children are more entertained. They don’t get bored as easily and act up since they can get outside.” The lack of upgrades to the Mall at Fairfield Commons also deters potential shoppers; there have been no capital improvements since its opening. However, despite the lack of upgrades, Fairfield Commons’ infrastructure as an enclosed facility helps boost sales during inclement weather. Shoppers are driven away from the outdoors layout of the Greene during snow and rain to avoid the inconvenience of having to walk outside to navigate from store to store. While it is true that the Greene has taken a significant amount of business from Fairfield Commons, Fairfield Commons has recently employed strategies to regain its customer base. This includes hosting more community events in addition to the Magical Season of Giving during the winter holidays, a tactic to draw in customers. Fairfield Commons has also been working to compete with the Greene’s marketing strategies and will continue to develop its image as a competitor for the local retail area.
