Digiday published a blog today about the demise of the
American mall, citing the failure of strip malls and malls anchored by failing
department stores. “Good” and vibrant
malls were described as re-invigorating themselves by brining in
experience-based businesses, like theatres, restaurants and workout gyms. Another key feature of the successful mall is
digital navigation and mobile-enabled maps.
The article cited a statistic – there are apparently 1,221
malls in the United States. The
International Council of Shopping Centers report that 550 malls generate only
28 percent of total mall revenue and will likely close.
The article described the way digital in-store activations
and mobile integration was driving in-store sales. I think this article is over-stating the
situation. While many malls are having
trouble, I see this as a transition, not an ending. People may order more on Amazon and online,
but they still want and need a physical experience.
What I find intriguing is the way digital advertising can be
targeted based on geography and how it can infuse or enhance the physical
shopping experience. From my experience,
I still appreciate the real-world shopping experience, but I no longer accept
the inventory available in the store. I
shop in the analog world, but if the item doesn’t exist in my size, or the
color I want, I shift immediately to online and order the product on the
website.
Being able to use technology, such as beacons to track where
I am in the store, send me coupons, alerts and connect me with a store
representative would enhance my experience.
As digital becomes more integrated into our lives, more mobile and further
away from a desktop environment, I predict mall businesses will embrace it as a
method of igniting the real-world shopping experience vs. killing it.
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