In fact, with the emergence of experiences, retail sale becomes a secondary pole of attraction for many shopping malls. The customer’s go to a show, interesting activity, exciting attraction, to take a walk or spend the day, and while they are there, they shop.
Information technologies are also an important factor in the transformation of the shopping malls. The challenge for these and their tenants is combining the ease of online shopping with the touch and feel of the physical store experience. Technology provides solutions to satisfactorily respond to this challenge.
The so-called beacon technology is being used to inform the shoppers in the malls about the promotions and events. Technology can even direct them towards specific products and immediate promotions in the stores. In addition, the functionality of smartphones is integrated into the access to the inventory of each store. On the other hand, collecting data on customers shopping habits allows to monitor behavior and tailor the shopping experience to their liking. Lastly, a well placed tactile screen allows the shoppers to view 3D maps of the shopping mall, look for schedules of events, services, discounts, as well as situating themselves and download the store directions. And of course the cell phone charging stations becomes something common.
In summary, these new trends imply investments in the following aspects: