Read the article given below and answer the questions from 14 – 18. Shopping malls are an integral part of the community and a one-stop-shop for all…

Read the article given below and answer the questions from $\displaystyle 14$ – 18. Shopping malls are an integral part of the community and a one-stop-shop for all the consumer’s needs — from shopping and dining to entertainment and special occasions. Additionally, malls today are synchronizing with customer’s needs by offering constant engagement, activities and niche campaigns to cater to each target audience that visits the mall. The latest departmental stores which are opened in malls also want to provide their customers a wholesome experience. They are often hypermarkets having all products under one roof. The concept of ‘retailtainment’ has been around for quite a while, as upscale malls have slowly transformed into recreational destinations. A plethora of restaurants serving luscious delicacies has seen massive footfall. Thus, to create memorable experiences, shopping malls must strive to provide a high level of engagement by focusing heavily on unique experiential content. The future malls will integrate virtual and augmented reality, will provide highly immersive retail experience to consumers in the days to come. Deliveries will be carried out using drones and virtual reality will be used as a sales channel.Identify the prominent idea field from the following sentence : ‘Additionally, malls today are synchronizing with customer’s needs by offering constant engagement, activities and niche campaigns to cater to each target audience that visits the mall.’