SHOPPING MALLS Retail, the new challenges of Shopping Malls

SHOPPING MALLS

RETAIL, THE NEW CHALLENGES OF SHOPPING MALLS

By Matteo Melani

Thanks to wide spaces and variety of offers, shopping centers play a major role in retail sales. On the other hand, in addition to traditional shopping, for customers it also represents a place where to entertain, and share, just thinking about how many faces and restaurants can be found walking along the aisles of the malls. As well as a cinemas or gyms.

Today, however, shopping attitudes are changing, and consumers are looking for new experiences. The restrictions due to Covid-19 have accelerated those practices such as click and collect, and the delivery, which until a few years ago were the preserve of the few brands. Nonetheless, the presence sales experience remains in first place among consumers, also because after a year of containment measures the desire to go out is great. zone. The project bears the signature of Design International studio. “These areas, surrounded by greenery, offer new services for the public, relaxation areas, co-working areas, restaurants, and a large playground area to entertain children, with a dinosaur theme, “I Giglisauri”. This next step of a traditional mall aims to bring added value to the current commercial offer. Some of the essential elements are the natural materials, the greenery, the ‘urban’ design, and the look inspired by open spaces. We add the work done on lighting, aimed at obtaining subtle scenographic effects”, explains Paolo Bianchini, design manager

of Design International.

Hence, to remain on the market, we do not have to eliminate physical shopping centers, but update them to make them appealing to customers. Starting with the leisure areas. Like the Cammin de ‘Gigli shopping mall, so named in honor of Dante Alighieri, which extends over an area of more than 2,700 square meters of the I Gigli shopping center, and which creates an elevated avenue that integrates and harmonizes the various areas of the entire

The Play Zone at the Cammin de’Gigli

THE CHANGE BETWEEN TRADITION AND INNOVATION

The evolution of shopping centers reflects the transformations of society as a whole: income of individuals, trends, working hours. In the last thirty years,

department stores have grown both in quantity (in Europe there are more than 160 thousand shopping malls), and in quality (with the presence of specialized retailers, playgrounds for children and transport services for those coming from afar). In this 2021, however, the changes require even a faster execution, without sacrificing the value of the offer. A study held by WD Parteers identifies two levers that will push change: digital and entertainment in the physical place. As far as digital is concerned, e-commerce is an engine for the growth and visibility of the shopping center. The latest Cyber Monday recorded 10.8 million dollars in sales, with a decrease (also due to the pandemic) of 49% of the traffic in stores. As well as Black Friday, which saw online purchases prevail over offline ones. Despite everything, online must not eliminate the certainties of the real world. In fact, for over 60% of respondents the food is the main attraction in the shopping centers. In addition to the restaurants, the interest also focuses on agricultural markets and take-away points. After food, well-being is the second theme that drives young and senior people to go to shopping centers, while for some, the search for a coworking station is a particularly good motivation.

Partnership inauguration between IMM and Shopee

THE EXAMPLE COMING FROM SINGAPORE

As illustrated by WD Partners, online commerce remains complementary to offline retail business. Far from this principle, IMM (International Merchandising Mart Mall) , the largest shopping center in Singapore, launched its full stores of Shopee, the leading e-commerce platform in the country. The virtual mall aims to accelerate the digitization of IMM retailers and help them increase their online presence. In addition to international brands, IMM has also involved small brands in the project that have never opened an e-commerce before. In addition to individual retailers, the initiative has also increased the brand awareness of the shopping mall, so the number of sales and deliveries has increased.

BUY, LEAVE AND WORK

With the outbreak of the pandemic, many companies have given their employees the opportunity to perform similar office tasks staying at home. But there are those who also work as a freelance, such as advertising, graphics, or translators, and therefore they can manage their own time and space as they prefer most, and their work everywhere. The chain of shopping centers of many countries has granted their own co-working spots. In order of time, in Italy, the last to be equipped with coworking stations is I Gigli shopping mall, which together with Findomestic has opened an area suitable for studying and working. The room includes chairs, tables, power sockets and access to the Wi-Fi connection. Thus, those who want to finish a job or consult some handouts before shopping can book a station and sit down. For shopping centers, the road to the future also considers the past.