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This vlog episode of the Speaker Series discusses how Vicinity utilizes different technologies including Mappedin across their portfolio, how the landscape has changed with regards to data, and what's on their Christmas lists!\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"\",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"https://www.youtube.com/watch?v=PZbqAMzjKQ4\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.youtube.com/watch?v=PZbqAMzjKQ4\"}},{\"nodeType\":\"text\",\"value\":\" \",\"marks\":[],\"data\":{}}],\"data\":{}}]}"},"articleType":"Video","image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":1.7772511848341233,"src":"//images.ctfassets.net/wdjnw2prxlw8/yPU5UKZBie4o824Z4Cvtx/d88e2bf756ce9b03b27089a48594e633/chadstone-vicinity.jpeg?w=480&q=90","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/yPU5UKZBie4o824Z4Cvtx/d88e2bf756ce9b03b27089a48594e633/chadstone-vicinity.jpeg?w=120&h=68&q=90 120w,\n//images.ctfassets.net/wdjnw2prxlw8/yPU5UKZBie4o824Z4Cvtx/d88e2bf756ce9b03b27089a48594e633/chadstone-vicinity.jpeg?w=240&h=135&q=90 240w,\n//images.ctfassets.net/wdjnw2prxlw8/yPU5UKZBie4o824Z4Cvtx/d88e2bf756ce9b03b27089a48594e633/chadstone-vicinity.jpeg?w=480&h=270&q=90 480w,\n//images.ctfassets.net/wdjnw2prxlw8/yPU5UKZBie4o824Z4Cvtx/d88e2bf756ce9b03b27089a48594e633/chadstone-vicinity.jpeg?w=720&h=405&q=90 720w,\n//images.ctfassets.net/wdjnw2prxlw8/yPU5UKZBie4o824Z4Cvtx/d88e2bf756ce9b03b27089a48594e633/chadstone-vicinity.jpeg?w=960&h=540&q=90 960w,\n//images.ctfassets.net/wdjnw2prxlw8/yPU5UKZBie4o824Z4Cvtx/d88e2bf756ce9b03b27089a48594e633/chadstone-vicinity.jpeg?w=1440&h=810&q=90 1440w,\n//images.ctfassets.net/wdjnw2prxlw8/yPU5UKZBie4o824Z4Cvtx/d88e2bf756ce9b03b27089a48594e633/chadstone-vicinity.jpeg?w=1500&h=844&q=90 1500w","srcWebp":"//images.ctfassets.net/wdjnw2prxlw8/yPU5UKZBie4o824Z4Cvtx/d88e2bf756ce9b03b27089a48594e633/chadstone-vicinity.jpeg?w=480&q=90&fm=webp","srcSetWebp":"//images.ctfassets.net/wdjnw2prxlw8/yPU5UKZBie4o824Z4Cvtx/d88e2bf756ce9b03b27089a48594e633/chadstone-vicinity.jpeg?w=120&h=68&q=90&fm=webp 120w,\n//images.ctfassets.net/wdjnw2prxlw8/yPU5UKZBie4o824Z4Cvtx/d88e2bf756ce9b03b27089a48594e633/chadstone-vicinity.jpeg?w=240&h=135&q=90&fm=webp 240w,\n//images.ctfassets.net/wdjnw2prxlw8/yPU5UKZBie4o824Z4Cvtx/d88e2bf756ce9b03b27089a48594e633/chadstone-vicinity.jpeg?w=480&h=270&q=90&fm=webp 480w,\n//images.ctfassets.net/wdjnw2prxlw8/yPU5UKZBie4o824Z4Cvtx/d88e2bf756ce9b03b27089a48594e633/chadstone-vicinity.jpeg?w=720&h=405&q=90&fm=webp 720w,\n//images.ctfassets.net/wdjnw2prxlw8/yPU5UKZBie4o824Z4Cvtx/d88e2bf756ce9b03b27089a48594e633/chadstone-vicinity.jpeg?w=960&h=540&q=90&fm=webp 960w,\n//images.ctfassets.net/wdjnw2prxlw8/yPU5UKZBie4o824Z4Cvtx/d88e2bf756ce9b03b27089a48594e633/chadstone-vicinity.jpeg?w=1440&h=810&q=90&fm=webp 1440w,\n//images.ctfassets.net/wdjnw2prxlw8/yPU5UKZBie4o824Z4Cvtx/d88e2bf756ce9b03b27089a48594e633/chadstone-vicinity.jpeg?w=1500&h=844&q=90&fm=webp 1500w","sizes":"(max-width: 480px) 100vw, 480px"}}}},{"node":{"publishDate":"Nov 19, 2019","updatedAt":"Jan 18, 2022","compose__page":[{"title":"3 Ways Retail is Changing the Channel","slug":"3-ways-retail-is-changing-the-channel"}],"tags":{"category":{"name":"Use Cases","slug":"use-cases"},"topic":{"name":"Retail","slug":"retail"}},"content":{"raw":"{\"nodeType\":\"document\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"The hybrid shopper is here, and their demands are different. Retail is changing up their touch points, but will it be enough?\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"The \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"future of the retail industry\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://financesonline.com/retail-trends/\"}},{\"nodeType\":\"text\",\"value\":\" is moving towards a hybrid of digital and physical, or \\\"phy-gital\\\" as some brands have coined it. In fact, many consumers do not see brands as separate across their various channels of contact. \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"They no longer distinguish between online and offline shopping, and a report from Harvard Business Review shows that \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"73% of shoppers used multiple channels\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://hbr.org/2017/01/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works\"}},{\"nodeType\":\"text\",\"value\":\" to discover and buy products. This new type of hybrid shopper has a distinct style of purchasing habits, and a much more in-depth idea of what they want and how they want it. \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"embedded-asset-block\",\"content\":[],\"data\":{\"target\":{\"sys\":{\"id\":\"36YBe47BsuJlFHDRQVco2e\",\"type\":\"Link\",\"linkType\":\"Asset\"}}}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"So how can retailers make the most of their investing dollars? This report from \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Retail Dive\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.retaildive.com/spons/leveling-up-with-embedded-technologies/566738/\"}},{\"nodeType\":\"text\",\"value\":\" has a few ideas, but we would include:\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Intelligently connected building solutions\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}}],\"data\":{}},{\"nodeType\":\"unordered-list\",\"content\":[{\"nodeType\":\"list-item\",\"content\":[{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Creating dynamic technology-enabled shopping experiences that are fully integrated throughout the purchasing process\",\"marks\":[],\"data\":{}}],\"data\":{}}],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Further investigation of pain points\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}}],\"data\":{}},{\"nodeType\":\"unordered-list\",\"content\":[{\"nodeType\":\"list-item\",\"content\":[{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Finding solutions to problems like price pressure, increasing customer data, and inconsistent performances across channels and stores can help brands fully realize the ROI of getting a customer in the door and keeping them there\",\"marks\":[],\"data\":{}}],\"data\":{}}],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Personalization and in-store-only offers\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}}],\"data\":{}},{\"nodeType\":\"unordered-list\",\"content\":[{\"nodeType\":\"list-item\",\"content\":[{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Increase the likelihood of bringing shoppers into a physical location and creating incentives for them to be there, as well as curating an experience for them that fits with the products they want to buy and the lifestyle that they are looking to emulate. \",\"marks\":[],\"data\":{}}],\"data\":{}}],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"The future of the meshing of these aspects of purchasing leave things open to get very interesting in the meantime. For instance, using investments into in-store tech to help the purchasing cycle, like using Augmented Reality to see a product and preview it before actually purchasing. \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Consumers are used to, and even expect, technology to augment the existing shopping experience. In fact, major consumer frustration seems to peak when processes aren’t as convenient or as efficient as they have come to expect, or if their experience with a brand does not match up to their perception of said brand. \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Capitalizing on this behavioural trend and investing in retail tech in order to maximize things like customer-to-employee face time and convenience for purchasing a product that includes personalized offers are the key ways forward for 2020 to fully capture customers in a brick and mortar location.\",\"marks\":[],\"data\":{}}],\"data\":{}}]}"},"articleType":"Article","image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":1.5,"src":"//images.ctfassets.net/wdjnw2prxlw8/36YBe47BsuJlFHDRQVco2e/4e417257946b1e6bc3d6739b5393dfcb/blake-wisz-Xn5FbEM9564-unsplash.jpg?w=480&q=90","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/36YBe47BsuJlFHDRQVco2e/4e417257946b1e6bc3d6739b5393dfcb/blake-wisz-Xn5FbEM9564-unsplash.jpg?w=120&h=80&q=90 120w,\n//images.ctfassets.net/wdjnw2prxlw8/36YBe47BsuJlFHDRQVco2e/4e417257946b1e6bc3d6739b5393dfcb/blake-wisz-Xn5FbEM9564-unsplash.jpg?w=240&h=160&q=90 240w,\n//images.ctfassets.net/wdjnw2prxlw8/36YBe47BsuJlFHDRQVco2e/4e417257946b1e6bc3d6739b5393dfcb/blake-wisz-Xn5FbEM9564-unsplash.jpg?w=480&h=320&q=90 480w,\n//images.ctfassets.net/wdjnw2prxlw8/36YBe47BsuJlFHDRQVco2e/4e417257946b1e6bc3d6739b5393dfcb/blake-wisz-Xn5FbEM9564-unsplash.jpg?w=720&h=480&q=90 720w,\n//images.ctfassets.net/wdjnw2prxlw8/36YBe47BsuJlFHDRQVco2e/4e417257946b1e6bc3d6739b5393dfcb/blake-wisz-Xn5FbEM9564-unsplash.jpg?w=960&h=640&q=90 960w,\n//images.ctfassets.net/wdjnw2prxlw8/36YBe47BsuJlFHDRQVco2e/4e417257946b1e6bc3d6739b5393dfcb/blake-wisz-Xn5FbEM9564-unsplash.jpg?w=1440&h=960&q=90 1440w","srcWebp":"//images.ctfassets.net/wdjnw2prxlw8/36YBe47BsuJlFHDRQVco2e/4e417257946b1e6bc3d6739b5393dfcb/blake-wisz-Xn5FbEM9564-unsplash.jpg?w=480&q=90&fm=webp","srcSetWebp":"//images.ctfassets.net/wdjnw2prxlw8/36YBe47BsuJlFHDRQVco2e/4e417257946b1e6bc3d6739b5393dfcb/blake-wisz-Xn5FbEM9564-unsplash.jpg?w=120&h=80&q=90&fm=webp 120w,\n//images.ctfassets.net/wdjnw2prxlw8/36YBe47BsuJlFHDRQVco2e/4e417257946b1e6bc3d6739b5393dfcb/blake-wisz-Xn5FbEM9564-unsplash.jpg?w=240&h=160&q=90&fm=webp 240w,\n//images.ctfassets.net/wdjnw2prxlw8/36YBe47BsuJlFHDRQVco2e/4e417257946b1e6bc3d6739b5393dfcb/blake-wisz-Xn5FbEM9564-unsplash.jpg?w=480&h=320&q=90&fm=webp 480w,\n//images.ctfassets.net/wdjnw2prxlw8/36YBe47BsuJlFHDRQVco2e/4e417257946b1e6bc3d6739b5393dfcb/blake-wisz-Xn5FbEM9564-unsplash.jpg?w=720&h=480&q=90&fm=webp 720w,\n//images.ctfassets.net/wdjnw2prxlw8/36YBe47BsuJlFHDRQVco2e/4e417257946b1e6bc3d6739b5393dfcb/blake-wisz-Xn5FbEM9564-unsplash.jpg?w=960&h=640&q=90&fm=webp 960w,\n//images.ctfassets.net/wdjnw2prxlw8/36YBe47BsuJlFHDRQVco2e/4e417257946b1e6bc3d6739b5393dfcb/blake-wisz-Xn5FbEM9564-unsplash.jpg?w=1440&h=960&q=90&fm=webp 1440w","sizes":"(max-width: 480px) 100vw, 480px"}}}},{"node":{"publishDate":"Nov 12, 2019","updatedAt":"Jan 12, 2022","compose__page":[{"title":"Episode 1: The Evolution of the Shopping Mall","slug":"episode-1-the-evolution-of-the-shopping-mall"}],"tags":{"category":{"name":"Use Cases","slug":"use-cases"},"topic":{"name":"Retail","slug":"retail"}},"content":{"raw":"{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Simon Property Group is a leading retail REIT and the largest shopping mall operator in the United States. Mappedin and Patrick Flanagan, SVP of Digital Marketing & Strategy, discuss the evolution of real estate, all things technology, and the impact on the future of retail.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"\",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.youtube.com/watch?v=x7Azq5fOlZU\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"https://www.youtube.com/watch?v=x7Azq5fOlZU\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\"\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"}"},"articleType":"Video","image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":2,"src":"//images.ctfassets.net/wdjnw2prxlw8/2L3OhvEQphIOrv2CtMdvmf/c5a96169fd4da6b1affe0e8793f12d4f/king_of_prussia.jpg?w=480&q=90","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/2L3OhvEQphIOrv2CtMdvmf/c5a96169fd4da6b1affe0e8793f12d4f/king_of_prussia.jpg?w=120&h=60&q=90 120w,\n//images.ctfassets.net/wdjnw2prxlw8/2L3OhvEQphIOrv2CtMdvmf/c5a96169fd4da6b1affe0e8793f12d4f/king_of_prussia.jpg?w=240&h=120&q=90 240w,\n//images.ctfassets.net/wdjnw2prxlw8/2L3OhvEQphIOrv2CtMdvmf/c5a96169fd4da6b1affe0e8793f12d4f/king_of_prussia.jpg?w=480&h=240&q=90 480w,\n//images.ctfassets.net/wdjnw2prxlw8/2L3OhvEQphIOrv2CtMdvmf/c5a96169fd4da6b1affe0e8793f12d4f/king_of_prussia.jpg?w=720&h=360&q=90 720w,\n//images.ctfassets.net/wdjnw2prxlw8/2L3OhvEQphIOrv2CtMdvmf/c5a96169fd4da6b1affe0e8793f12d4f/king_of_prussia.jpg?w=800&h=400&q=90 800w","srcWebp":"//images.ctfassets.net/wdjnw2prxlw8/2L3OhvEQphIOrv2CtMdvmf/c5a96169fd4da6b1affe0e8793f12d4f/king_of_prussia.jpg?w=480&q=90&fm=webp","srcSetWebp":"//images.ctfassets.net/wdjnw2prxlw8/2L3OhvEQphIOrv2CtMdvmf/c5a96169fd4da6b1affe0e8793f12d4f/king_of_prussia.jpg?w=120&h=60&q=90&fm=webp 120w,\n//images.ctfassets.net/wdjnw2prxlw8/2L3OhvEQphIOrv2CtMdvmf/c5a96169fd4da6b1affe0e8793f12d4f/king_of_prussia.jpg?w=240&h=120&q=90&fm=webp 240w,\n//images.ctfassets.net/wdjnw2prxlw8/2L3OhvEQphIOrv2CtMdvmf/c5a96169fd4da6b1affe0e8793f12d4f/king_of_prussia.jpg?w=480&h=240&q=90&fm=webp 480w,\n//images.ctfassets.net/wdjnw2prxlw8/2L3OhvEQphIOrv2CtMdvmf/c5a96169fd4da6b1affe0e8793f12d4f/king_of_prussia.jpg?w=720&h=360&q=90&fm=webp 720w,\n//images.ctfassets.net/wdjnw2prxlw8/2L3OhvEQphIOrv2CtMdvmf/c5a96169fd4da6b1affe0e8793f12d4f/king_of_prussia.jpg?w=800&h=400&q=90&fm=webp 800w","sizes":"(max-width: 480px) 100vw, 480px"}}}},{"node":{"publishDate":"Nov 1, 2019","updatedAt":"Jan 10, 2022","compose__page":[{"title":"AI and Retail: Worth It?","slug":"ai-and-retail-worth-it"}],"tags":{"category":{"name":"Use Cases","slug":"use-cases"},"topic":{"name":"Retail","slug":"retail"}},"content":{"raw":"{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Industry experts are divided on how and where artificial intelligence is best used, but is AI worth the money that retailers are investing?\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The continued evolution of the shopping mall means new advancements in technology as retailers and REITs try to keep up with the demand of customers and shopper behaviour. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"p9AbCE31petISR4Jsyv85\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Artificial intelligence looks to be the next shiny object that REITs (and technology at large) are looking into to further enhance the shopper experience. Forecasts from the International Data Corporation (IDC) estimated that the 2019 spend on AI systems would reach \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.marketingdive.com/trendline/ai/42/?utm_source=RD&utm_medium=Library&utm_campaign=Acoustic&utm_term=Retail%20Dive\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"$36 billion for the global market\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\". Retail alone was projected to spend $6 billion on AI as shoppers demand better customer experiences. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"\",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.retailwire.com/discussion/ai-needs-to-be-more-than-just-a-bright-shiny-object/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"This article\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" from Andrew Blatherwick at Retail Wire had several controversial opinions about implementing AI in a retail environment, stating that it lowers customer engagement and shifts onus of tasks from employees to customers. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"While we agree that the method of implementation is crucial to getting AI right, we disagree that the entire idea is worth throwing to the side. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Innovation for the sake of innovation is often a flash in the pan attempt at jumping on a trend or wave to access the ‘right now’. While it helps to capture a few additional sales at the time, it does not do much for long-term success if it’s not backed by an effective digital strategy. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Blatherwick does get it right when he says that the end goal of AI always needs to be keeping shoppers engaged. Any technology that helps extend time in store, time at a service, or time in property further increases the probability of securing a sale. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Additionally, customers are expecting personalization at a higher scale than ever before, even as far as to have it affect their shopping decisions based on offers and deals that brands send ‘exclusively’ for them. Pairing this personalization with in-store offers or exclusive products further helps push along traffic into brick and mortar locations. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Above all else, investment in technologies like AI usually means that a REIT is investing in their portfolio as a whole. The outcomes are twofold - one: to increase shopper time on property and increase sales, but two: to gather data about shoppers, what they prefer and what doesn’t work for them. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Rather than gathering data on the individuals, however, the data gathered points more to shopper behaviour and patterns en masse, helping to future predict trends and successes. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Businesses need to be smart about what they deploy and when, but that is not unique to AI.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"It’s business. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"}"},"articleType":"Article","image":{"fluid":{"base64":"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQEASABIAAD/4gIcSUNDX1BST0ZJTEUAAQEAAAIMbGNtcwIQAABtbnRyUkdCIFhZWiAH3AABABkAAwApADlhY3NwQVBQTAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA9tYAAQAAAADTLWxjbXMAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAApkZXNjAAAA/AAAAF5jcHJ0AAABXAAAAAt3dHB0AAABaAAAABRia3B0AAABfAAAABRyWFlaAAABkAAAABRnWFlaAAABpAAAABRiWFlaAAABuAAAABRyVFJDAAABzAAAAEBnVFJDAAABzAAAAEBiVFJDAAABzAAAAEBkZXNjAAAAAAAAAANjMgAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAB0ZXh0AAAAAElYAABYWVogAAAAAAAA9tYAAQAAAADTLVhZWiAAAAAAAAADFgAAAzMAAAKkWFlaIAAAAAAAAG+iAAA49QAAA5BYWVogAAAAAAAAYpkAALeFAAAY2lhZWiAAAAAAAAAkoAAAD4QAALbPY3VydgAAAAAAAAAaAAAAywHJA2MFkghrC/YQPxVRGzQh8SmQMhg7kkYFUXdd7WtwegWJsZp8rGm/fdPD6TD////bAEMAAwICAwICAwMDAwQDAwQFCAUFBAQFCgcHBggMCgwMCwoLCw0OEhANDhEOCwsQFhARExQVFRUMDxcYFhQYEhQVFP/bAEMBAwQEBQQFCQUFCRQNCw0UFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFP/AABEIAA4AFAMBIgACEQEDEQH/xAAXAAADAQAAAAAAAAAAAAAAAAAABggF/8QAJhAAAQQBAwIHAQAAAAAAAAAAAQIDBAURACFRBhIHFBUiMUFxMv/EABcBAAMBAAAAAAAAAAAAAAAAAAECAwT/xAAYEQADAQEAAAAAAAAAAAAAAAAAASEREv/aAAwDAQACEQMRAD8AqGsvqjxB6QkNER5IfbLMiI/g4JJHatO5AJ+iN86YRR19DTRZor4bsqM232mOhKQoBKkAJONva4oZ4Op7rbONQW71ozESqcqK4y2/gBTRWP6HP5p26W64TZxvIrgpZHYlGWlY9wHzv9bDb951m7ysolsGWohWkiElfqSUgk4SpoEpHBJ+caNbEJhL0ZDmMFW5wcZPOjRSQtP/2Q==","aspectRatio":1.3893034825870647,"src":"//images.ctfassets.net/wdjnw2prxlw8/B87HU1TuBueHC8Rz8GsKD/0f8e5d918a6e11227590920fd1883909/possessed-photography-jIBMSMs4_kA-unsplash-2.jpg?w=480&q=90","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/B87HU1TuBueHC8Rz8GsKD/0f8e5d918a6e11227590920fd1883909/possessed-photography-jIBMSMs4_kA-unsplash-2.jpg?w=120&h=86&q=90 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season? \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"It may seem too early to start thinking about it, but the holiday season is upon us and retailers and REITs are in full swing preparing for consumers and the next wave of purchasing behaviour.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"We have previously discussed the evolution of the shopping mall and how it has changed over the years, \",\"marks\":[],\"data\":{}},{\"nodeType\":\"text\",\"value\":\"both in purpose and in physical space\",\"marks\":[{\"type\":\"underline\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\". This is largely in part due to the changing consumer behaviour trends in conjunction with the rise of digital.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Consulting firm McKinsey has gone so far as to \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"redefine the traditional shopper journey\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-new-consumer-decision-journey\"}},{\"nodeType\":\"text\",\"value\":\" to fit the online-trending version we see today, yet the latest data from the International Council of Shopping Centres (ICSC) shows that \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"90% of US adults plan to shop in-store\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://chainstoreage.com/icsc-its-beginning-look-lot-brick-and-mortar-holiday\"}},{\"nodeType\":\"text\",\"value\":\" for gifts this holiday season.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Shoppers are also starting their holiday shopping earlier in the year in order to take advantage of more deals, rather than waiting until November and December to finish all shopping.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"embedded-asset-block\",\"content\":[],\"data\":{\"target\":{\"sys\":{\"id\":\"Yg3IWkGr8pllexRNIBrLm\",\"type\":\"Link\",\"linkType\":\"Asset\"}}}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"While the underlying factor is a much larger market slice than it has been in years past, it appears as though brick and mortar purchases are clawing their way back.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"The ICSC study also found that 97% of shoppers plan to shop with a retailer that has a physical presence, and a further 82% of shoppers who pick up an online purchase in-store are likely to make an additional purchase while there. This incentivizes programs like Buy Online, Pick Up In-store (BOPIS) and other tactics like in-store only coupons to continue and encourage shoppers to come into the brick-and-mortar location.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Many shoppers over the holidays will also venture to malls and shopping centres in order to do bulk shopping (i.e. pick-up multiple presents or supplies in close proximity to each other) or to explore options in order to choose a gift.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"“Our annual Holiday Shopping Intentions Survey once again shows that consumers are not only optimistic about the upcoming holiday season, but also continue to favor physical stores when shopping for gifts,” said Tom McGee, president and CEO of ICSC. “Consumers expect convenience and experience when shopping, which means that those retailers with a good omnichannel strategy will likely see success this holiday season.”\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"The findings would suggest that customer confidence continues to have staying power with brick and mortar, and shows that the slope might not be as slippery as once thought. In general, it may not be that an extreme trend towards all online or all in-store is a realistic endpoint for this new customer journey. Rather, a blend of online and in-store seems to be holding for current shopper behaviour.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"And that’s a happy holiday for us all, isn’t it?\",\"marks\":[],\"data\":{}}],\"data\":{}}]}"},"articleType":"Article","image":{"fluid":{"base64":"data:image/jpeg;base64,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With the rise of digital, shopping malls and centres have undergone major change. Taking this change by storm, many have adapted in creative ways that have been beneficial for both their customers and their bottom line.  \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Back in time \",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Malls used to be a hub of socialization, and a common hangout spot for younger generations (the “mall rat” stereotype, anyone?). For older generations, the mall was the main spot that all shopping took place. A variety of stores and a known quantity with regards to quality,  and selection. If they didn’t have something in a store that you wanted, they could try to bring it in, but for the most part the inventory they had is the inventory you got.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Retailers managed sales based on seasonality (i.e. increased foot traffic around the holidays) and the inventory they had in stock. They didn’t have much data about their customers, but could recognize some regulars and some overall behaviour of shoppers based on what products were available when. Emphasis was on making the shops inviting, in order to capitalize on foot traffic and increased the chance that browsing shoppers would step into their store. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Malls simply needed to make sure they had the brands that were popular or most looked for, in addition to having facilities and amenities catering to the socialization aspect. The REITs that owned these malls were focused on increasing the number of properties within their portfolio. More was more.  \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"No time like the present \",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Malls today operate under a more vague banner than they had in the past. With great emphasis on how technology and experiences can affect the shopper journey, malls have acknowledged that they need to offer different experiences to continue attracting shoppers. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"1. The new shopper journey\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The traditional buyer journey got a big update, one that involves more touch-points than only a brick and mortar store. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Via the \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://digitalmarketinginstitute.com/blog/how-to-create-a-customer-journey-map\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Digital Marketing Institute\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\": “67% of the modern buyer’s journey now takes place online, according to findings from SiriusDecisions.” With the addition of digital to help inform and research products consumers are looking for, the new journey melds digital and physical. Many retailers have capitalized on this by offering Buy Online, Pick Up In-Store (BOPIS) which has been largely successful. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The National Retail Federation (NRF) did a study that indicated that 45% of retailers adopted BOPIS services last year, and that 37% of consumers used the service to get their goods faster from stores that had a connected digital and physical presence. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"7fUjAgQBz8xoN98ElD9SBl\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"2. New tenant portfolios\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"In conjunction with a new shopper journey, we see a natural evolution of the tenant mix. REITs have been changing the types of tenants to better fit with the evolved expectations of shoppers. The rise of new varieties, like the \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://resources.mappedin.com/blog/digital-natives-and-the-jump-to-brick-and-mortar\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"digitally native vertical brands (DNBV)\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\", as well as a changing of the guard with tenants that were seen as mall staples for years has things shaking up in the face of this new customer journey. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"These new tenants differ in several ways. Brands that have invested in experiences are doing really well, as they encourage the shopper to not only make a purchase but to stay longer, and interact with their brand.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"3. Embracing the phy-gital\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The presence of physical goods is going down, with stores carrying less inventory but getting creative with showing customers all of the options available at their fingertips. As customers now demand variety in products as well as quality (customization and personalization merge heavily in this area), being able to cut down on inventory holding costs while still allowing the customer to purchase without losing convenience is crucial. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"This is leading to digital inventory and order systems - where a customer finds an item in store and uses a tablet or other device to see the colour options and fabrics available to them - as well as showrooming for goods that aren’t even present (think Tesla). \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"4. The rise of the experience\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Another way tenants are evolving is with the rise and fall of the anchor tenant. Anchor tenants are large, well-known brand stores that usually serve as cardinal directions within a mall. Many of them have gone under in recent years, or have failed to get off the ground entirely. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Examples of situations like the recent Target flop in the Canadian market have added to a growing trepidation REITs have about anchor tenants. With the most recent upending of Sears leaving many malls across North America, REITs are looking at empty real estate in their properties and needing to find a stop-gap. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"As a result, many REITs are prioritizing new, experience-based anchor tenants, to continue to entice visitors. Movie theatres, interesting restaurants, and even things like indoor water parks are leading the charge in experiential attractions over store attractions. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"An example of a retailer who understands the idea of new age brick and mortar, Lululemon has transformed their Chicago flagship store into what could be described as a full routine’s worth of experiences. It has a restaurant, studio space, and concierge desk. It also has exclusive merchandise available as well as a store-exclusive policy that shoppers can try on product in the workout classes, free of charge. A great way to allow customers to see and feel the benefits of their products in action.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"5v384uaDiAEzvCunqL1shg\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Trends and adapting for the future \",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Consumers expect more out of brands - through products, yes, but also in ways of knowing what they want and why they want it. Personalization and a brand relationship give way to loyalty, and shoppers are being more stringent with their loyalty than ever before. However, due to the amount of options available, if a customer decides to become a repeat customer for a brand, it is a much more solid bridge.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"We are also starting to see the shift in how properties are evolving physically. There is a much larger push for \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://mappedin.com/solutions/custom\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"mixed-use spaces\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" that combine retail, living, and even medical as one-stop shop communities. This is banking on the convenience factor that is the new bar for customers, and implementing it in a way that they might not expect. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Where do we go from here? \",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"There is plenty of work left to do to continue evolving with the way consumers purchase. Those who work with the trend rather than fight against it seem to have an inside line on staying relevant, but only time will tell. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"In need of a custom solution to fit with your digital strategy? \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://mappedin.com/contact-us/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Contact us here\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" or send us an email at \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"mailto:contact@mappedin.com\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"contact@mappedin.com\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\".\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"}"},"articleType":"Article","image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":1.5,"src":"//images.ctfassets.net/wdjnw2prxlw8/7fUjAgQBz8xoN98ElD9SBl/0978d0215aa7011206dce53ae328d46a/shopping_mall_escalator_shoppers.jpg?w=480&q=90","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/7fUjAgQBz8xoN98ElD9SBl/0978d0215aa7011206dce53ae328d46a/shopping_mall_escalator_shoppers.jpg?w=120&h=80&q=90 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The convenience of not having to leave home, drive through traffic, and look for your specific size/colour/style gives consumers many reasons to choose online shopping over in-store.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"And yet, despite all the convenience online shopping offers, \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://digiday.com/marketing/e-commerce-brands-opening-brick-mortar-stores/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"85-90% of consumers\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" still prefer to buy in-store.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"According to \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.pewresearch.org/internet/2016/12/19/online-shopping-and-e-commerce/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"PEW Research\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\", consumers use the online world to do all of their research, then go in-store to make purchases. There’s something still uniquely gratifying about being able to try on and bring purchases home right away. For these exact reasons, many online retailers are now turning to showrooming (retail storefronts) to provide consumers with that tangible shopping experience and even, lifestyle-focused entertainment. \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.techopedia.com/definition/28277/showrooming\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Showrooming\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" is particularly instrumental in informing complex, big-ticket buying decisions, for instance, purchasing a Tesla vehicle.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"\",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"http://10ecommercetrends.com/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Here\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" are just a few examples of online brands moving into the brick and mortar world:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Frank and Oak:\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\" after being solely an online retail store targeting millennials, Frank and Oak has opened 16 brick-and-mortar stores including premium coffee and some with full-service barber shops\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Indochino: \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"opened eight locations for men to come in and try on shirts and suits for size\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Warby Parker:\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\" growing their physical location quickly, over 60 locations are currently active for shoppers to try on their future glasses\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Canada Goose:\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\" previously only sold in authorized retailers, the famous brand is jumping on the brick-and-mortar train, opening two of its own retail stores\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Casper: \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"opened 15 pop-up locations across the US in 2017\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Nordstrom: \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"a productless, 3,000 sq ft store that serves as a pickup/return point was opened to focus on brand experience and services like tailoring, try-ons, stylists, fresh juice, manicures and more\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Velo Cult: \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"craft beer on tap and live music adds to the shopping experience for new, custom and vintage bicycles\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Kanuk: \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"the in-store experience involves a -25°C (-13°F) cold room to test how jackets hold up in cold weather\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"unordered-list\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Showrooming provides all the experiential value, but because it requires low in-store inventory, can be available to online retailers at a fraction of the footprint cost of a regular retail store. This means that malls can offer a greater array of brand diversity to entertain and attract shoppers. Lee Peterson Executive VP of Brand, Strategy and Design at WD Partners says, “Where you used to have one 5,000 square foot store, you could maybe have three 500 square foot stores.”\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Is showrooming part of your retail diversification strategy? Download our \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://info.mappedin.com/reinventing-retail\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"free eBook\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" today, entitled “Re-Inventing Retail” to learn more about the convergence of brick and mortar and digital, and changing the shopping experience.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"About Mappedin\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Mappedin provides REITs and retailers with the ability to make their properties searchable and discoverable -- indoors. Its software platform is helping to change the way of retail by providing tools to manage dynamic indoor information and build meaningful wayfinding experiences.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"}"},"articleType":"Article","image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":1.5,"src":"//images.ctfassets.net/wdjnw2prxlw8/5XdzypJJOdyu7YVWxa9nww/418dcec660ee984d26a6909fb648814b/person-holding-credit-card-3907161.jpg?w=480&q=90","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/5XdzypJJOdyu7YVWxa9nww/418dcec660ee984d26a6909fb648814b/person-holding-credit-card-3907161.jpg?w=120&h=80&q=90 120w,\n//images.ctfassets.net/wdjnw2prxlw8/5XdzypJJOdyu7YVWxa9nww/418dcec660ee984d26a6909fb648814b/person-holding-credit-card-3907161.jpg?w=240&h=160&q=90 240w,\n//images.ctfassets.net/wdjnw2prxlw8/5XdzypJJOdyu7YVWxa9nww/418dcec660ee984d26a6909fb648814b/person-holding-credit-card-3907161.jpg?w=480&h=320&q=90 480w,\n//images.ctfassets.net/wdjnw2prxlw8/5XdzypJJOdyu7YVWxa9nww/418dcec660ee984d26a6909fb648814b/person-holding-credit-card-3907161.jpg?w=720&h=480&q=90 720w,\n//images.ctfassets.net/wdjnw2prxlw8/5XdzypJJOdyu7YVWxa9nww/418dcec660ee984d26a6909fb648814b/person-holding-credit-card-3907161.jpg?w=960&h=640&q=90 960w,\n//images.ctfassets.net/wdjnw2prxlw8/5XdzypJJOdyu7YVWxa9nww/418dcec660ee984d26a6909fb648814b/person-holding-credit-card-3907161.jpg?w=1440&h=960&q=90 1440w","srcWebp":"//images.ctfassets.net/wdjnw2prxlw8/5XdzypJJOdyu7YVWxa9nww/418dcec660ee984d26a6909fb648814b/person-holding-credit-card-3907161.jpg?w=480&q=90&fm=webp","srcSetWebp":"//images.ctfassets.net/wdjnw2prxlw8/5XdzypJJOdyu7YVWxa9nww/418dcec660ee984d26a6909fb648814b/person-holding-credit-card-3907161.jpg?w=120&h=80&q=90&fm=webp 120w,\n//images.ctfassets.net/wdjnw2prxlw8/5XdzypJJOdyu7YVWxa9nww/418dcec660ee984d26a6909fb648814b/person-holding-credit-card-3907161.jpg?w=240&h=160&q=90&fm=webp 240w,\n//images.ctfassets.net/wdjnw2prxlw8/5XdzypJJOdyu7YVWxa9nww/418dcec660ee984d26a6909fb648814b/person-holding-credit-card-3907161.jpg?w=480&h=320&q=90&fm=webp 480w,\n//images.ctfassets.net/wdjnw2prxlw8/5XdzypJJOdyu7YVWxa9nww/418dcec660ee984d26a6909fb648814b/person-holding-credit-card-3907161.jpg?w=720&h=480&q=90&fm=webp 720w,\n//images.ctfassets.net/wdjnw2prxlw8/5XdzypJJOdyu7YVWxa9nww/418dcec660ee984d26a6909fb648814b/person-holding-credit-card-3907161.jpg?w=960&h=640&q=90&fm=webp 960w,\n//images.ctfassets.net/wdjnw2prxlw8/5XdzypJJOdyu7YVWxa9nww/418dcec660ee984d26a6909fb648814b/person-holding-credit-card-3907161.jpg?w=1440&h=960&q=90&fm=webp 1440w","sizes":"(max-width: 480px) 100vw, 480px"}}}},{"node":{"publishDate":"Sep 24, 2019","updatedAt":"Jan 10, 2022","compose__page":[{"title":"Hypecurves and Trends in Retail","slug":"hypecurves-and-trends-in-retail"}],"tags":{"category":{"name":"Use Cases","slug":"use-cases"},"topic":{"name":"Retail","slug":"retail"}},"content":{"raw":"{\"nodeType\":\"document\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"The past five years in retail have been tumultuous to say the least. Real Estate Investment Trusts (REITs) have been facing the dreaded \\\"retail-pocalypse\\\", as the rise of digital and e-commerce threatened to pull traditional retailers under.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"embedded-asset-block\",\"content\":[],\"data\":{\"target\":{\"sys\":{\"id\":\"6hVk6H9bGMeeI84u6zQ7mn\",\"type\":\"Link\",\"linkType\":\"Asset\"}}}},{\"nodeType\":\"heading-3\",\"content\":[{\"nodeType\":\"text\",\"value\":\"The threat of e-commerce \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"The \\\"demise of the public market\\\" narrative has been a very real threat for retail REITs, almost more so than the actual change in purchasing behaviour itself. The overall feeling was that e-commerce was ‘eating the world’, creating huge problems for traditional brick-and-mortar that would be impossible to come back from. In reality, e-commerce accounts for approximately 14% of total retail sales in the United States, \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"according to analysis\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.digitalcommerce360.com/article/us-ecommerce-sales/\"}},{\"nodeType\":\"text\",\"value\":\" done by Internet Retailer and the U.S. Commerce Department.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Some retail REITs, however, managed to avoid the worst of the damage through their portfolio management. Certain portfolio assets will always hold value, due to location, architectural features, or even sheer number of stores available. While consumer behaviour and purchasing cycles will inevitably shift, we have yet to see definitive proof that brick-and-mortar locations will be disappearing altogether.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Often, the top performing asset classes in retail REITs tend to be the less physical; the locations that are smaller in square footage but have been extensively invested in from an experience perspective. Previously, overbuilding of retail properties was a trend, especially with a natural cycle of churn and disruption that follows consumer purchasing habits. Now, there is more focus on optimizing current assets in the retail REIT portfolio to better access existing and future customers.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"heading-3\",\"content\":[{\"nodeType\":\"text\",\"value\":\"How do trends feed into the direction of malls? \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Trends are a malls or retailers way of responding to what they think the public wants. The public perception can vary between what consumers want and what they think they want, but trends usually arise as a product of ensuring people have an engaging experience every time they step into a REIT property.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"embedded-asset-block\",\"content\":[],\"data\":{\"target\":{\"sys\":{\"id\":\"22y4M98iqByPEtAwNJyDgn\",\"type\":\"Link\",\"linkType\":\"Asset\"}}}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"With the rise of digital, many retailers also think that they need to jump on it as the next big thing. While digital has a number of benefits including more data and increased efficiency, the retailers and REITs that have seen the largest success with implementation are the ones who understand that digital is an added accessory to their overall experience rather than a replacement.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"As an industry standard, we are only beginning to scratch the surface with what digital can do and what data it can provide. If organizations aim for valuable digital foundations to build their capabilities onto in the future, it bridges the gap between prudent and novelty investment.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"It is understandable that retail REITs would turn to the more novelty side of trends - they are still in the mindset that they need to create an engaging community feel in order to get people to spend more time there. Is a shopping centre ever going to be competitive novelty-wise vs. the internet? Most likely no, and most retail REITs understand that they need to be focusing elsewhere. Given how they have performed since the rise of the e-commerce boom, it’s clear that they are doing something right.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"heading-3\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Trends from recent months \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Interestingly, consumers have a specific idea of how they think technology can be used to help. According to the National Retail Federation’s \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Summer 2019 Consumer View survey\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://nrf.com/sites/default/files/2019-06/Consumer%20View%20Summer%202019.pdf\"}},{\"nodeType\":\"text\",\"value\":\", “consumers are primarily interested in the use of technology to meet their most basic, tactical pre-purchase needs. That is not to say that personalization or retail-tainment is not on shoppers’ radar, but they want retailers to deliver on the basics and take uncertainty out of the process first.” \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"heading-3\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Looking forward \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"In another example, the types of tenants are also shifting. Recently, clothing rental company Le Tote purchased American department store Lord & Taylor. They are expected to keep the status quo for a few years with regards to the current operations of all the purchased stores, but it will be interesting to see how they will integrate their core service with these new physical locations.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"embedded-asset-block\",\"content\":[],\"data\":{\"target\":{\"sys\":{\"id\":\"9SPtvpE8xBwnnYyKHf1tI\",\"type\":\"Link\",\"linkType\":\"Asset\"}}}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Another potential future trend is niche offerings. \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"A big risk but big potential reward\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.insider-trends.com/whats-the-future-of-the-shopping-centre/\"}},{\"nodeType\":\"text\",\"value\":\":\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"blockquote\",\"content\":[{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"A new mall development in Dubai is focusing on a large-scale offering tailored to a certain niche. In this case it’s sports. As such, the entire development, which has an area equivalent to 12 football pitches, will only house sports related brands, events and activities. It’s something of a gamble, but by making itself a destination for sports Sport Society may benefit hugely from attracting a committed customer base.\",\"marks\":[],\"data\":{}}],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Regardless of how they arrive there, malls are competing with the internet for time and attention; time matters. A shift from \\\"how long are people staying\\\" to \\\"how can we make their time here enjoyable and encourage sales\\\" is critical. The internet always wins, but when using it as a partner rather than a competitor, we’re able to open up a world of possibilities.\",\"marks\":[],\"data\":{}}],\"data\":{}}]}"},"articleType":"Article","image":{"fluid":{"base64":"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQEASABIAAD/4gIcSUNDX1BST0ZJTEUAAQEAAAIMbGNtcwIQAABtbnRyUkdCIFhZWiAH3AABABkAAwApADlhY3NwQVBQTAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA9tYAAQAAAADTLWxjbXMAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAApkZXNjAAAA/AAAAF5jcHJ0AAABXAAAAAt3dHB0AAABaAAAABRia3B0AAABfAAAABRyWFlaAAABkAAAABRnWFlaAAABpAAAABRiWFlaAAABuAAAABRyVFJDAAABzAAAAEBnVFJDAAABzAAAAEBiVFJDAAABzAAAAEBkZXNjAAAAAAAAAANjMgAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAB0ZXh0AAAAAElYAABYWVogAAAAAAAA9tYAAQAAAADTLVhZWiAAAAAAAAADFgAAAzMAAAKkWFlaIAAAAAAAAG+iAAA49QAAA5BYWVogAAAAAAAAYpkAALeFAAAY2lhZWiAAAAAAAAAkoAAAD4QAALbPY3VydgAAAAAAAAAaAAAAywHJA2MFkghrC/YQPxVRGzQh8SmQMhg7kkYFUXdd7WtwegWJsZp8rGm/fdPD6TD////bAEMAAwICAwICAwMDAwQDAwQFCAUFBAQFCgcHBggMCgwMCwoLCw0OEhANDhEOCwsQFhARExQVFRUMDxcYFhQYEhQVFP/bAEMBAwQEBQQFCQUFCRQNCw0UFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFP/AABEIAA0AFAMBIgACEQEDEQH/xAAXAAADAQAAAAAAAAAAAAAAAAAABwgD/8QAKhAAAgECBQIEBwAAAAAAAAAAAQIDBBEABQYhMQcTCBJBcRQiM1FhgZH/xAAWAQEBAQAAAAAAAAAAAAAAAAAEAwX/xAAdEQEAAgICAwAAAAAAAAAAAAABAAIDERMhMUFC/9oADAMBAAIRAxEAPwDeXS6Z32KDNqKeJlraeYxv5lYEwvcj7g8j3w536PaTrNP0hJlWpsyCB0YoAd7lj7D+jE0dP+u9dU5tPJnGXR1s8U9OI3pZewoX4dflIKvf6jHkYe+qfEkunNN1YptMpIbogeasuy+ZDuCIxa1vziWWl7vX1EclDezae4kEgyAmSOqo4aiWGSSHuHkhXItz6Wt+sGJV1d1ezubVWcvTeSjiNbO3bRn9ZGO+433twOMGNyuTEAJCq78z/9k=","aspectRatio":1.4998222538215429,"src":"//images.ctfassets.net/wdjnw2prxlw8/69MIHUh3urPrk5SLYyiNqa/ce5f4615b05e451a46ac35e2764cfc23/claudio-schwarz-purzlbaum-zKT64MtVKQ0-unsplash.jpeg?w=480&q=90","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/69MIHUh3urPrk5SLYyiNqa/ce5f4615b05e451a46ac35e2764cfc23/claudio-schwarz-purzlbaum-zKT64MtVKQ0-unsplash.jpeg?w=120&h=80&q=90 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720w,\n//images.ctfassets.net/wdjnw2prxlw8/69MIHUh3urPrk5SLYyiNqa/ce5f4615b05e451a46ac35e2764cfc23/claudio-schwarz-purzlbaum-zKT64MtVKQ0-unsplash.jpeg?w=960&h=640&q=90&fm=webp 960w,\n//images.ctfassets.net/wdjnw2prxlw8/69MIHUh3urPrk5SLYyiNqa/ce5f4615b05e451a46ac35e2764cfc23/claudio-schwarz-purzlbaum-zKT64MtVKQ0-unsplash.jpeg?w=1440&h=960&q=90&fm=webp 1440w","sizes":"(max-width: 480px) 100vw, 480px"}}}},{"node":{"publishDate":"Sep 20, 2019","updatedAt":"Jan 18, 2022","compose__page":[{"title":"Retail Tech: How Do Consumers Really Feel?","slug":"retail-tech"}],"tags":{"category":{"name":"Use Cases","slug":"use-cases"},"topic":{"name":"Retail","slug":"retail"}},"content":{"raw":"{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://nrf.com/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"National Retail Federation\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" (NRF) recently released their annual \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://nrf.com/sites/default/files/2019-06/Consumer%20View%20Summer%202019.pdf\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Consumer View survey\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" results for Summer 2019. The report looks at how consumers perceive various subjects in and around retail, as well as how they feel about those subjects. For this report, the survey focused on “survey[ing] consumers to understand the role technology plays in their shopping decisions.”\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The results found that: \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Three out of five consumers recognize the role retailer investments in technology have played in improving their experience across online, stores, and mobile.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"blockquote\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"What is retail tech?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Retail tech refers to technology used within retail experiences. It can be anything that occurs in and around retail, with the trends typically referring to technology that directly affects the consumer, their purchasing habits, and their experience with a brand through a number of channels.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"80% of consumers are in favour of retail tech and found that it had a positive influence on their online shopping experience. 66% found it had a positive effect on their in-store shopping experience.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"36YBe47BsuJlFHDRQVco2e\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"As a very recent look at how consumers feel about the trends that are starting to pop up within retail, it is interesting to note that consumers are not only seeing the trends being implemented, but also notice them having a direct impact on their shopping experiences, regardless of channel.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How have stores been using it?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"As consumers become more comfortable with technology in every aspect of their lives, retailers are also utilizing it to provide more holistic experiences and provide an even more personalized experience for every consumer on an individual level.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The abundance of data available through investments in technology is also enticing more and more retailers to take part. Starbucks now has their machines \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.forbes.com/sites/andriacheng/2019/01/20/six-key-retail-tech-trends-to-watch-for-2019-and-its-not-just-about-amazon/#11b10f1266fc\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"connected to an IoT system\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\", which do everything from track the number of cups brewed on one machine to tracking and aggregating sales numbers to see what’s popular with which consumers and where.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Accordingly, when NRF looked at pain points felt by consumers during the purchase process, they found that the steps leading up to a purchase (researching, comparing reviews, and checking products) were where consumers felt the most frustrated. Comparatively, this is also the point where consumers were most open to innovations and any solutions that helped to alleviate the stress in this part of the process.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Frustration after point of purchase went down, in part due to innovations for getting a product from retailer to consumer. With online shopping, free in-store pick up, and mobile payments, shoppers are in favour of technology that makes it convenient for them to shop from their preferred brands wherever they choose.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How will it look in the future?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"While much of retail tech innovations are focused on the consumer and moving them through the purchase process (and even bringing them back if they drop off), another added benefit is improving day-to-day operations.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"From automating inventory control, to using robotics and drones in fulfillment centres, many retailers are trying to optimize their internal processes. This allows them to free up their people-facing roles to focus purely on customer engagement and relationship building.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"5qTFXw8CBRWr5q4H6N0deK\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"As retailers become more comfortable with incorporating technology into a variety of touchpoints in their experience, consumers will continue to engage with them. While it was a valid fear that online shopping was going to be the death of retail, it has so far proven to be untrue. Technology has changed the landscape of many industries including retail, but adoption is the way to ensure that retailers continue to survive and thrive in the future.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The report concludes that, while many gains have been made due to the current level of investment in retail tech, there are many opportunities to continue to improve. We know that the trend will continue on, but we have to wonder if there is a point in the future where technology stops adding value and retailers will need to go back to basics.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"}"},"articleType":"Article","image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":1.4998364409551848,"src":"//images.ctfassets.net/wdjnw2prxlw8/5qTFXw8CBRWr5q4H6N0deK/2cccc96caa5f1064799ed84f3630b29a/robot_outside_of_retail_store.jpeg?w=480&q=90","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/5qTFXw8CBRWr5q4H6N0deK/2cccc96caa5f1064799ed84f3630b29a/robot_outside_of_retail_store.jpeg?w=120&h=80&q=90 120w,\n//images.ctfassets.net/wdjnw2prxlw8/5qTFXw8CBRWr5q4H6N0deK/2cccc96caa5f1064799ed84f3630b29a/robot_outside_of_retail_store.jpeg?w=240&h=160&q=90 240w,\n//images.ctfassets.net/wdjnw2prxlw8/5qTFXw8CBRWr5q4H6N0deK/2cccc96caa5f1064799ed84f3630b29a/robot_outside_of_retail_store.jpeg?w=480&h=320&q=90 480w,\n//images.ctfassets.net/wdjnw2prxlw8/5qTFXw8CBRWr5q4H6N0deK/2cccc96caa5f1064799ed84f3630b29a/robot_outside_of_retail_store.jpeg?w=720&h=480&q=90 720w,\n//images.ctfassets.net/wdjnw2prxlw8/5qTFXw8CBRWr5q4H6N0deK/2cccc96caa5f1064799ed84f3630b29a/robot_outside_of_retail_store.jpeg?w=960&h=640&q=90 960w,\n//images.ctfassets.net/wdjnw2prxlw8/5qTFXw8CBRWr5q4H6N0deK/2cccc96caa5f1064799ed84f3630b29a/robot_outside_of_retail_store.jpeg?w=1440&h=960&q=90 1440w","srcWebp":"//images.ctfassets.net/wdjnw2prxlw8/5qTFXw8CBRWr5q4H6N0deK/2cccc96caa5f1064799ed84f3630b29a/robot_outside_of_retail_store.jpeg?w=480&q=90&fm=webp","srcSetWebp":"//images.ctfassets.net/wdjnw2prxlw8/5qTFXw8CBRWr5q4H6N0deK/2cccc96caa5f1064799ed84f3630b29a/robot_outside_of_retail_store.jpeg?w=120&h=80&q=90&fm=webp 120w,\n//images.ctfassets.net/wdjnw2prxlw8/5qTFXw8CBRWr5q4H6N0deK/2cccc96caa5f1064799ed84f3630b29a/robot_outside_of_retail_store.jpeg?w=240&h=160&q=90&fm=webp 240w,\n//images.ctfassets.net/wdjnw2prxlw8/5qTFXw8CBRWr5q4H6N0deK/2cccc96caa5f1064799ed84f3630b29a/robot_outside_of_retail_store.jpeg?w=480&h=320&q=90&fm=webp 480w,\n//images.ctfassets.net/wdjnw2prxlw8/5qTFXw8CBRWr5q4H6N0deK/2cccc96caa5f1064799ed84f3630b29a/robot_outside_of_retail_store.jpeg?w=720&h=480&q=90&fm=webp 720w,\n//images.ctfassets.net/wdjnw2prxlw8/5qTFXw8CBRWr5q4H6N0deK/2cccc96caa5f1064799ed84f3630b29a/robot_outside_of_retail_store.jpeg?w=960&h=640&q=90&fm=webp 960w,\n//images.ctfassets.net/wdjnw2prxlw8/5qTFXw8CBRWr5q4H6N0deK/2cccc96caa5f1064799ed84f3630b29a/robot_outside_of_retail_store.jpeg?w=1440&h=960&q=90&fm=webp 1440w","sizes":"(max-width: 480px) 100vw, 480px"}}}},{"node":{"publishDate":"Sep 10, 2019","updatedAt":"Jan 18, 2022","compose__page":[{"title":"The Marriage of Digital and Physical","slug":"digital-and-physical-retail"}],"tags":{"category":{"name":"Use Cases","slug":"use-cases"},"topic":{"name":"Retail","slug":"retail"}},"content":{"raw":"{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How traditional brick-and-mortar retailers are reinventing themselves to create memorable and differentiated mall experiences.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Today’s mall-goers, especially digitally savvy millennials, expect more from their in-store experiences.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The online shopping world is perceived by many to be a threat to traditional brick and mortar retail. The evidence is there. While Amazon is growing by leaps and bounds, traditional large brand name retailers - Sears, JC Penney and most recently Toys R Us - are closing stores, going into receivership and are struggling to survive. It is estimated that up to \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"http://saudigazette.com.sa/article/521271/BUSINESS/Loop-of-reinvention-to-shape-the-future-of-shopping-malls\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"40% of retail businesses\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" will die over the next ten years.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"And yet, \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.retailtechnologyreview.com/articles/2017/10/17/why-90-percent-of-sales-still-happen-in-brick-and-mortar-stores/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"90% of retail transactions\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" still occur in store and two-thirds of consumers who made purchases online used an in-store location before or after the transaction. So, brick and mortar retail still has a very important role to play in the consumer shopping experience, it just may be a different role than the one of days gone by. To not only survive but thrive, brick and mortar stores need to reinvent themselves and create new customer experiences through the adoption of new technologies and advanced data analytics.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"According to global consulting firm \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mckinsey.com/industries/capital-projects-and-infrastructure/our-insights/meeting-millennials-where-they-shop-shaping-the-future-of-shopping-malls\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"McKinsey\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\", progressive shopping malls are following these five trends to create experiences focused on appealing to today’s digitally-savvy millennials:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Entertainment\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Food and Drink\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Retail\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Transportation\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Technology\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"ordered-list\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The marriage of physical and digital retail has the potential to create an omni-channel experience that is valued by shoppers and sets traditional retail apart from its online competitors. “Consumers still want to touch and feel the goods they’re buying, which is why the omni-channel strategy is ultimately the solution to long-term viability,” says \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.reit.com/news/reit-magazine/july-august-2017/retail-reits-adaptation-mode\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Chris Weilminster\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\", President of the Mixed-Use Division of Federal Realty Investment Trust.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Brick and mortar shopping malls looking to reinvent their customer experience should consider implementing some or all of these \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.linkedin.com/pulse/7-reasons-why-shopping-malls-should-use-technology-2017-sharma/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"seven technologies\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\":\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Location technology\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Virtual inventory discovery\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Mobile check out\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Indoor navigation to retail touchpoints\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Customer engagement technologies such as digital signage and personal shoppers\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Retail analytics and inventory management\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Omni-channel customer data gatherings\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"ordered-list\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Keen to learn more about the marriage of brick and mortar and digital? We have the answers. Download our \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://info.mappedin.com/reinventing-retail\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"free eBook\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" today, entitled “Re-Inventing Retail.”\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"About Mappedin\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Mappedin provides REITs and retailers with the ability to make their properties searchable and discoverable -- indoors. Its software platform is helping to change the way of retail by providing tools to manage dynamic indoor information and build meaningful wayfinding experiences.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"}"},"articleType":"Article","image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":1.5001306506401881,"src":"//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=480&q=90","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=120&h=80&q=90 120w,\n//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=240&h=160&q=90 240w,\n//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=480&h=320&q=90 480w,\n//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=720&h=480&q=90 720w,\n//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=960&h=640&q=90 960w,\n//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=1440&h=960&q=90 1440w","srcWebp":"//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=480&q=90&fm=webp","srcSetWebp":"//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=120&h=80&q=90&fm=webp 120w,\n//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=240&h=160&q=90&fm=webp 240w,\n//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=480&h=320&q=90&fm=webp 480w,\n//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=720&h=480&q=90&fm=webp 720w,\n//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=960&h=640&q=90&fm=webp 960w,\n//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=1440&h=960&q=90&fm=webp 1440w","sizes":"(max-width: 480px) 100vw, 480px"}}}},{"node":{"publishDate":"Jul 16, 2019","updatedAt":"Jan 18, 2022","compose__page":[{"title":"Digital Natives and the Jump to Brick and Mortar","slug":"digital-natives-and-the-jump-to-brick-and-mortar"}],"tags":{"category":{"name":"Use Cases","slug":"use-cases"},"topic":{"name":"Retail","slug":"retail"}},"content":{"raw":"{\"nodeType\":\"document\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"With the rise and further rise of digital adoption, it’s clear to see that the rules have changed for everything retail. With the customer journey no longer being linear, many brands are beginning to think differently about how they approach their market share.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Digital Natives (DNs) are now the most sought after tenant in the physical retail world. With this new type of tenant comes a new strategy to attract, retain, and support. We wanted to further explore the world that these brands and organizations are coming from, and how REITs and properties globally are adapting to this new avenue of partner.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"While malls have long been the epicentre for both purchases and social interaction; REITs have seen an evolution in the spending and visiting habits of the younger generation. The large anchor brands, brands that serve as cardinal directions within a mall, are usually the most well-known brands that people gravitate towards. With the demand of online retailers and a newfound comfort in purchasing goods online, REITs identified that something else was needed to supplement the demand that anchor stores once created.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"embedded-asset-block\",\"content\":[],\"data\":{\"target\":{\"sys\":{\"id\":\"7CQ3KyFCDUNA2mMJkb2hWl\",\"type\":\"Link\",\"linkType\":\"Asset\"}}}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"The largest new segment in the last decade is that of the Digital Natives, specifically ones that have an entirely online presence and are looking to test the waters in having a physical brick-and-mortar store. To have the most impact, they needed to be where the people were.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Historically, malls succeeded in perfecting the art of the \\\"drive-by intrigue.\\\" Customers would come to the mall to purchase something specific. In order to get to and from a store, they would have to walk through the property, passing other stores on the way to their destination. This increased the chance that they would enter and even purchase from stores that were not on their list, increasing the viewable benefit of having a physical store that someone who is not familiar with a brand could explore.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Brands are now starting online and building up their presence, a trend that has become more frequent in recent years. Having a digital presence allows these brands to focus on experiences that differ from physical stores. With all the data available to them online about their customer base, business decisions can become informed and targeted, eliminating much of the guesswork around purchasing habits and trends.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"embedded-asset-block\",\"content\":[],\"data\":{\"target\":{\"sys\":{\"id\":\"6ElMA0h2xjnHYqb03Sanld\",\"type\":\"Link\",\"linkType\":\"Asset\"}}}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"In a \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"quote to the Huffington Post\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://m.huffpost.com/us/entry/us_58b4c830e4b0658fc20f9965\"}},{\"nodeType\":\"text\",\"value\":\", Andy Dunn (CEO and founder of online retailer Bonobos) identified DNs as being “maniacally focused on the customer experience and they interact, transact, and story-tell to consumers.” Rather than focusing on a storefront design, Digital Natives focus on their website experience and customer service. They highlight the product experience and are typically quite specialized in their product offering (initially; many brands do diversify to supporting products over time).\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"DNs have become aware of the advantages of having a physical store, and the trend continues to grow as more jump to having one or two brick-and-mortar locations. Online retailer \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Bonobos\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://bonobos.com/guideshop\"}},{\"nodeType\":\"text\",\"value\":\", for example, now has over 30 ‘guide shops’ across the United States, and even landed recurring promotion on the Netflix reboot of the television show Queer Eye, serving as the location for many of the show’s fashion makeover montages. In their previously online exclusive presence, they may not have benefitted from a similar promotion or level of exposure.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"embedded-asset-block\",\"content\":[],\"data\":{\"target\":{\"sys\":{\"id\":\"2mYrawh2BzEoZg3RvRUxEX\",\"type\":\"Link\",\"linkType\":\"Asset\"}}}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"REITs are now looking to partner with Digital Natives to ensure they are capitalizing on the e-commerce trend, as well as helping Digital Natives with the large overhead and expertise needed to jump into physical retail. In order to further facilitate this jump, REITs are trying to ease the process for DNs.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"We understand that there is an industry trend with digital brands making the jump to physical locations, and that the jump involves a significant amount of risk. For our clients, we are continually researching and investigating how we can cater not just to them, but their end users as well. Our goal is for the overall product to help REITs manage their properties and, by extension, the DNs who are popping up as well.\",\"marks\":[],\"data\":{}}],\"data\":{}}]}"},"articleType":"Article","image":{"fluid":{"base64":"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQEASABIAAD/4gIcSUNDX1BST0ZJTEUAAQEAAAIMbGNtcwIQAABtbnRyUkdCIFhZWiAH3AABABkAAwApADlhY3NwQVBQTAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA9tYAAQAAAADTLWxjbXMAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAApkZXNjAAAA/AAAAF5jcHJ0AAABXAAAAAt3dHB0AAABaAAAABRia3B0AAABfAAAABRyWFlaAAABkAAAABRnWFlaAAABpAAAABRiWFlaAAABuAAAABRyVFJDAAABzAAAAEBnVFJDAAABzAAAAEBiVFJDAAABzAAAAEBkZXNjAAAAAAAAAANjMgAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAB0ZXh0AAAAAElYAABYWVogAAAAAAAA9tYAAQAAAADTLVhZWiAAAAAAAAADFgAAAzMAAAKkWFlaIAAAAAAAAG+iAAA49QAAA5BYWVogAAAAAAAAYpkAALeFAAAY2lhZWiAAAAAAAAAkoAAAD4QAALbPY3VydgAAAAAAAAAaAAAAywHJA2MFkghrC/YQPxVRGzQh8SmQMhg7kkYFUXdd7WtwegWJsZp8rGm/fdPD6TD////bAEMAAwICAwICAwMDAwQDAwQFCAUFBAQFCgcHBggMCgwMCwoLCw0OEhANDhEOCwsQFhARExQVFRUMDxcYFhQYEhQVFP/bAEMBAwQEBQQFCQUFCRQNCw0UFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFBQUFP/AABEIAA0AFAMBIgACEQEDEQH/xAAYAAACAwAAAAAAAAAAAAAAAAAABwMFBv/EACUQAAEEAQMEAgMAAAAAAAAAAAECAwQFEQYHEgATITIIIjFBYf/EABUBAQEAAAAAAAAAAAAAAAAAAAUG/8QAIxEAAQMDAgcAAAAAAAAAAAAAAQMRIQACBEFRBRMUIjFhsf/aAAwDAQACEQMRAD8Ak3Vkax0Nqikpa7Xd7YSbWMRTv2jcZ9Oc5cYe7iMc8dshfII8jISCSmwj39tcbbXVY7bVthrBh9RVNv2I6I0bgCEyIrbDfJZcTkp+qVAL9/Cc4X5Nsxr+/wBH1baZTMldk+0JEiSX20AtsOHi0QAkZPgA/s5JyMLrdT5E29JtK7UUMFmjqbV0IMeIvipteCXFFYSCoKHEBJ9QnGSPAJwbF1H502kAjWfrejVJxbok0kVcaFC4vAgdpZ9nIbxFI3UWs7523kG0bi6gnhag9YzVOuuvK5E5JWo4/OMDA/mc5Ol2i9dWMup7iyfYrIPR02121SsHWv/Z","aspectRatio":1.5,"src":"//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=480&q=90","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=120&h=80&q=90 120w,\n//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=240&h=160&q=90 240w,\n//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=480&h=320&q=90 480w,\n//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=720&h=480&q=90 720w,\n//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=960&h=640&q=90 960w,\n//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=1440&h=960&q=90 1440w","srcWebp":"//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=480&q=90&fm=webp","srcSetWebp":"//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=120&h=80&q=90&fm=webp 120w,\n//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=240&h=160&q=90&fm=webp 240w,\n//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=480&h=320&q=90&fm=webp 480w,\n//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=720&h=480&q=90&fm=webp 720w,\n//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=960&h=640&q=90&fm=webp 960w,\n//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=1440&h=960&q=90&fm=webp 1440w","sizes":"(max-width: 480px) 100vw, 480px"}}}},{"node":{"publishDate":"Aug 27, 2018","updatedAt":"Jan 12, 2022","compose__page":[{"title":"The Power of One","slug":"the-power-of-one"}],"tags":{"category":{"name":"Use Cases","slug":"use-cases"},"topic":{"name":"Retail","slug":"retail"}},"content":{"raw":"{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Why are some shopping malls floundering and others thriving? According to top REITs and premier property owners Cadillac Fairview and Simon Property Group, success is driven by a strong brand strategy and exceptional guest experiences.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Leading retail REIT and Mappedin customer \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.itbusiness.ca/news/how-waterloos-mappedin-helps-cadillac-fairview-visitors-find-their-way-around/79698\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Cadillac Fairview\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" operates a $28B portfolio of premiere retail properties including CF Toronto Eaton Centre, CF Rideau Centre, CF Pacific Centre among many others, has created a unified prestige shopping experience for its guests by using a centralized brand approach, “CF”.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"No longer using separate marketing teams for each mall and turning to a consolidated group of roughly 55 marketers, Cadillac Fairview’s branding has become unified and the company’s brand now recognized as something “more” than an operator of single mall locations. Cadillac Fairview’s brand strategy has created a new perception in the eyes of consumers. When shoppers see “CF” they know they will enjoy a great, highly personal shopping experience. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"\",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"http://strategyonline.ca/2015/10/09/whats-in-store-for-cadillac-fairview/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Jason Anderson\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\", Cadillac Fairview’s Senior Vice President of Marketing, a former marketer for Xbox and Microsoft, offers up his rationale for the integrated brand strategy as a means of competitive differentiation. Says Anderson, “We took the position about 10 years ago that e-commerce wasn’t going to kill all shopping centres, it was just going to kill the weak ones.”\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Mappedin customer \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"http://www.simon.com/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Simon Property Group\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" is another premiere REIT that continues to thrive in direct contrast to other mall properties thanks to a strong investment in branding, new retail concepts and experiential, omni-channel retail. The company is investing $1B annually in mall renovations. Simon Property Group’s new King of Prussia Mall in Philadelphia employs a diversified strategy, intermingling traditional retail with residential, office space and hotels.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Simon regional Malls, Mills, and Premium Outlets also offer guests efficient turn-by-turn navigation, Web-based 3D digital maps and in-mall digital directories, powered by Mappedin, to allow shoppers to easily search, discover, and navigate Simon properties.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"According to global consulting firm \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-future-of-the-shopping-mall\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"McKinsey\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" here are three strategies REITs and mall property owners should consider in order to create differentiation:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"1. A consumer journey focused on experience and convenience:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Mall as the new “downtown” i.e. dining and events to make the mall the “hub” of the community\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"2. Transforming the mall experience through the use of technology and multi-channel strategies:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Use of technology to improve customer satisfaction through elimination of pain points and elements of delight to take the shopping experience to the “next level”\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"3. Exploration of new formats and commercial real estate opportunities:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Differentiated structures such as open-air malls, incorporating environmental sustainability, creating more public space\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Are you following in the footsteps of premiere property owners and investing to create a stronger brand? Download our \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://info.mappedin.com/reinventing-retail\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"free eBook\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" today, entitled “Re-Inventing Retail” for more on the shift toward centralized and experiential brands.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"About Mappedin\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Mappedin provides REITs and retailers with the ability to make their properties searchable and discoverable - indoors. Its software platform is helping to change the way of retail by providing tools to manage dynamic indoor information and build meaningful wayfinding experiences.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"}"},"articleType":"Article","image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":1.5192057291666667,"src":"//images.ctfassets.net/wdjnw2prxlw8/cCRE5EiarzoZZVvuJV4lG/3b88bda824e22d733a83a59a495302b0/stairs-light-lights-lamps-54581-2.jpg?w=480&q=90","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/cCRE5EiarzoZZVvuJV4lG/3b88bda824e22d733a83a59a495302b0/stairs-light-lights-lamps-54581-2.jpg?w=120&h=79&q=90 120w,\n//images.ctfassets.net/wdjnw2prxlw8/cCRE5EiarzoZZVvuJV4lG/3b88bda824e22d733a83a59a495302b0/stairs-light-lights-lamps-54581-2.jpg?w=240&h=158&q=90 240w,\n//images.ctfassets.net/wdjnw2prxlw8/cCRE5EiarzoZZVvuJV4lG/3b88bda824e22d733a83a59a495302b0/stairs-light-lights-lamps-54581-2.jpg?w=480&h=316&q=90 480w,\n//images.ctfassets.net/wdjnw2prxlw8/cCRE5EiarzoZZVvuJV4lG/3b88bda824e22d733a83a59a495302b0/stairs-light-lights-lamps-54581-2.jpg?w=720&h=474&q=90 720w,\n//images.ctfassets.net/wdjnw2prxlw8/cCRE5EiarzoZZVvuJV4lG/3b88bda824e22d733a83a59a495302b0/stairs-light-lights-lamps-54581-2.jpg?w=960&h=632&q=90 960w,\n//images.ctfassets.net/wdjnw2prxlw8/cCRE5EiarzoZZVvuJV4lG/3b88bda824e22d733a83a59a495302b0/stairs-light-lights-lamps-54581-2.jpg?w=1440&h=948&q=90 1440w","srcWebp":"//images.ctfassets.net/wdjnw2prxlw8/cCRE5EiarzoZZVvuJV4lG/3b88bda824e22d733a83a59a495302b0/stairs-light-lights-lamps-54581-2.jpg?w=480&q=90&fm=webp","srcSetWebp":"//images.ctfassets.net/wdjnw2prxlw8/cCRE5EiarzoZZVvuJV4lG/3b88bda824e22d733a83a59a495302b0/stairs-light-lights-lamps-54581-2.jpg?w=120&h=79&q=90&fm=webp 120w,\n//images.ctfassets.net/wdjnw2prxlw8/cCRE5EiarzoZZVvuJV4lG/3b88bda824e22d733a83a59a495302b0/stairs-light-lights-lamps-54581-2.jpg?w=240&h=158&q=90&fm=webp 240w,\n//images.ctfassets.net/wdjnw2prxlw8/cCRE5EiarzoZZVvuJV4lG/3b88bda824e22d733a83a59a495302b0/stairs-light-lights-lamps-54581-2.jpg?w=480&h=316&q=90&fm=webp 480w,\n//images.ctfassets.net/wdjnw2prxlw8/cCRE5EiarzoZZVvuJV4lG/3b88bda824e22d733a83a59a495302b0/stairs-light-lights-lamps-54581-2.jpg?w=720&h=474&q=90&fm=webp 720w,\n//images.ctfassets.net/wdjnw2prxlw8/cCRE5EiarzoZZVvuJV4lG/3b88bda824e22d733a83a59a495302b0/stairs-light-lights-lamps-54581-2.jpg?w=960&h=632&q=90&fm=webp 960w,\n//images.ctfassets.net/wdjnw2prxlw8/cCRE5EiarzoZZVvuJV4lG/3b88bda824e22d733a83a59a495302b0/stairs-light-lights-lamps-54581-2.jpg?w=1440&h=948&q=90&fm=webp 1440w","sizes":"(max-width: 480px) 100vw, 480px"}}}},{"node":{"publishDate":"Aug 14, 2018","updatedAt":"Jan 12, 2022","compose__page":[{"title":"Welcome to the Digital World","slug":"welcome-to-the-digital-world"}],"tags":{"category":{"name":"Use Cases","slug":"use-cases"},"topic":{"name":"Retail","slug":"retail"}},"content":{"raw":"{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How are REITs and mall property owners adapting to a digitally-changing world?\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The digitally-changing world is making it difficult for the traditional mall model to survive. Shoppers are no longer satisfied with an array of stores - they also want experiences to keep them entertained - and coming back. Online competition, from giants such as Amazon are putting new pressures on REITs, mall owners and retailers to create a physical world that mirrors the digital experience, making digital transformation a top priority for retail owner/operators and merchants. According to recent data 69% of retail executives say they \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://jda.com/knowledge-center/press-release/jda-pwc-survey-says-retail-ceos-making-digital-transformation-their-highest-investment-priority\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"plan to increase their investment\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" in emerging technology.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Is brick and mortar retail at risk? We think not.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"According to the International Council of Shopping Centers (ICSC), in 2016 there were 300% more malls in America than in 1970. But the closing of shopping centers can’t be blamed on the online shopping revolution. Mall operators are simply facing challenges that have more to do with oversupply and inability to adapt to consumer’s changing behaviours. \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.forbes.com/sites/tompopomaronis/2017/06/30/survival-in-todays-retail-environment-means-merging-physical-and-digital/#1e99165c16e9\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"90% of retail purchases\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" in America today still happen in a brick and mortar store. Those properties that do adapt and embrace a digitally-enhanced customer experience are not only surviving, they are thriving.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Here are \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.vamsitalkstech.com/cloud/a-framework-for-retail-digital-transformation-22/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"four things\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" retailers and retail property owners should keep in mind while undergoing a digital transformation.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Develop a customer-focused digital strategy\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Accelerate investments in new technology\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Use data to drive operations\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Drive a digital customer experience\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"unordered-list\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"What is your strategy for adapting to a digitally-changing world? Download our \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://info.mappedin.com/reinventing-retail\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"free eBook\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" today, entitled “Re-Inventing Retail” for in-depth insight into retail’s converging worlds of physical and digital.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"About Mappedin\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Mappedin provides REITs and retailers with the ability to make their properties searchable and discoverable -- indoors. Its software platform is helping to change the way of retail by providing tools to manage dynamic indoor information and build meaningful wayfinding experiences.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"}"},"articleType":"Article","image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":1.502824858757062,"src":"//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=480&q=90","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=120&h=80&q=90 120w,\n//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=240&h=160&q=90 240w,\n//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=480&h=319&q=90 480w,\n//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=720&h=479&q=90 720w,\n//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=960&h=639&q=90 960w,\n//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=1440&h=958&q=90 1440w","srcWebp":"//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=480&q=90&fm=webp","srcSetWebp":"//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=120&h=80&q=90&fm=webp 120w,\n//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=240&h=160&q=90&fm=webp 240w,\n//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=480&h=319&q=90&fm=webp 480w,\n//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=720&h=479&q=90&fm=webp 720w,\n//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=960&h=639&q=90&fm=webp 960w,\n//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=1440&h=958&q=90&fm=webp 1440w","sizes":"(max-width: 480px) 100vw, 480px"}}}},{"node":{"publishDate":"Jun 1, 2018","updatedAt":"Jan 10, 2022","compose__page":[{"title":"E-Book: Re-Inventing Retail","slug":"e-book-re-inventing-retail"}],"tags":{"category":{"name":"Use Cases","slug":"use-cases"},"topic":{"name":"Retail","slug":"retail"}},"content":{"raw":"{\"nodeType\":\"document\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"The retail industry is in turmoil and technology is at the epicenter of this change. 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