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    "result": {"data":{"contentfulComposePage":{"title":"Digital Natives and the Jump to Brick and Mortar","seo":{"title":"Digital Natives and the Jump to Brick and Mortar","description":"Digital Native brands are moving away from online-only and reaping the benefits of brick and mortar."},"content":{"author":"Shanae Vander Togt","publishDate":"Jul 16, 2019","updatedAt":"Jan 18, 2022","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\":{}}]}","references":[{"contentful_id":"7CQ3KyFCDUNA2mMJkb2hWl","__typename":"ContentfulAsset","description":"","file":{"url":"//images.ctfassets.net/wdjnw2prxlw8/7CQ3KyFCDUNA2mMJkb2hWl/bfa783c77f823af10ec06e431b540082/beverly-center-anchor-stores.jpeg","contentType":"image/jpeg"}},{"contentful_id":"6ElMA0h2xjnHYqb03Sanld","__typename":"ContentfulAsset","description":"","file":{"url":"//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg","contentType":"image/jpeg"}},{"contentful_id":"2mYrawh2BzEoZg3RvRUxEX","__typename":"ContentfulAsset","description":"","file":{"url":"//images.ctfassets.net/wdjnw2prxlw8/2mYrawh2BzEoZg3RvRUxEX/3b324e271fa7c0e65903307dfb35af17/Bonobos_Detroit_Location.jpeg","contentType":"image/jpeg"}}]},"image":{"file":{"url":"//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg"}},"pdf":null,"relatedPosts":[{"title":"Evolution of the Mall: Four Ways REITs are Adapting for the Future","slug":"4-ways-reits-are-adapting-for-the-future","content":{"__typename":"ContentfulBlogPost","author":"Shanae Vander Togt","publishDate":"Oct 22, 2019","updatedAt":"Jan 18, 2022","tags":{"category":{"name":"Use Cases","slug":"use-cases"},"topic":{"name":"Retail","slug":"retail"}},"content":{"raw":"{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Over time, we have seen the shopping mall transition, in both physical form and in purpose. 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=50","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/7fUjAgQBz8xoN98ElD9SBl/0978d0215aa7011206dce53ae328d46a/shopping_mall_escalator_shoppers.jpg?w=120&h=80&q=50 120w,\n//images.ctfassets.net/wdjnw2prxlw8/7fUjAgQBz8xoN98ElD9SBl/0978d0215aa7011206dce53ae328d46a/shopping_mall_escalator_shoppers.jpg?w=240&h=160&q=50 240w,\n//images.ctfassets.net/wdjnw2prxlw8/7fUjAgQBz8xoN98ElD9SBl/0978d0215aa7011206dce53ae328d46a/shopping_mall_escalator_shoppers.jpg?w=480&h=320&q=50 480w,\n//images.ctfassets.net/wdjnw2prxlw8/7fUjAgQBz8xoN98ElD9SBl/0978d0215aa7011206dce53ae328d46a/shopping_mall_escalator_shoppers.jpg?w=720&h=480&q=50 720w,\n//images.ctfassets.net/wdjnw2prxlw8/7fUjAgQBz8xoN98ElD9SBl/0978d0215aa7011206dce53ae328d46a/shopping_mall_escalator_shoppers.jpg?w=960&h=640&q=50 960w,\n//images.ctfassets.net/wdjnw2prxlw8/7fUjAgQBz8xoN98ElD9SBl/0978d0215aa7011206dce53ae328d46a/shopping_mall_escalator_shoppers.jpg?w=1440&h=960&q=50 1440w","sizes":"(max-width: 480px) 100vw, 480px"}}}},{"title":"The Marriage of Digital and Physical","slug":"digital-and-physical-retail","content":{"__typename":"ContentfulBlogPost","author":"Mappedin","publishDate":"Sep 10, 2019","updatedAt":"Jan 18, 2022","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=50","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=120&h=80&q=50 120w,\n//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=240&h=160&q=50 240w,\n//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=480&h=320&q=50 480w,\n//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=720&h=480&q=50 720w,\n//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=960&h=640&q=50 960w,\n//images.ctfassets.net/wdjnw2prxlw8/23XKcvbtK0Aw8S8vXv57Bl/539de7387f1aef8f1a6ad1d01688d239/person-holding-black-android-smartphone-861126.jpg?w=1440&h=960&q=50 1440w","sizes":"(max-width: 480px) 100vw, 480px"}}}},{"title":"Return to Retail","slug":"return-to-retail","content":{"__typename":"ContentfulBlogPost","author":"Cara Hueston","publishDate":"Jun 17, 2020","updatedAt":"Jan 18, 2022","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\":\"As public spaces reopen and consumers return to retail, shopping malls are offering an adapted experience. \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Mappedin's retail solutions\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.mappedin.com/industries/malls/\"}},{\"nodeType\":\"text\",\"value\":\" help make that experience safe and seamless.  \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"As the world moved into lockdown, we saw the closure of parks, stadiums, businesses, restaurants, shopping malls, and more. But now, as these spaces slowly begin to re-open, they certainly won’t look the same way we left them. What can we expect from retail stores and shopping malls? How have their spaces changed and how can technology help with this transformation? \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"heading-2\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Adapted venues \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Simon Property Group and Macerich are two leading REITs who recently began reopening selected mall properties across the United States. To help facilitate their reopening and account for additional safety measures, \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Simon has implemented\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.forbes.com/sites/retailwire/2020/05/05/simon-reopens-malls-to-a-wary-public/#67914eba3d6a\"}},{\"nodeType\":\"text\",\"value\":\" reduced hours, capacity, and entrances at their open venues. Their malls also offer free infrared temperature testing, face masks, and hand sanitizer for shoppers. \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"More than 75% Macerich retail properties have now reopened. Outlined in their reopening plan, these malls have reduced operating hours, intensified cleaning procedures, hand sanitizer stations, and adapted seating and washrooms to allow appropriate social distancing between individuals.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"As malls prepare their physical spaces to help customers with the return to retail, companies like Mappedin can help with new and creative digital solutions. \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"heading-2\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Adapted technology \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Mappedin works with shopping malls around the world and we too have a role to play in keeping shoppers safe. Since the COVID-19 pandemic began, we have developed several new features. \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Get in touch\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"http://www.mappedin.com/contact-us\"}},{\"nodeType\":\"text\",\"value\":\" to learn more. \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"heading-3\",\"content\":[{\"nodeType\":\"text\",\"value\":\"1. Curbside pickup locations\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"While some stores are still closed to the public, many retailers have implemented curbside pickup and \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"plan to continue this service\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.retaildive.com/news/after-covid-19-is-curbside-delivery-here-to-stay/577937/\"}},{\"nodeType\":\"text\",\"value\":\" even after their locations have reopened. The Mappedin CMS now includes \",\"marks\":[],\"data\":{}},{\"nodeType\":\"text\",\"value\":\"location linking\",\"marks\":[{\"type\":\"italic\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\" where users can connect and highlight additional locations, such as curbside pickup zones. When a retailer is selected, as shown below, both the store and its associated pickup area are highlighted on the map for easy navigation.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"embedded-asset-block\",\"content\":[],\"data\":{\"target\":{\"sys\":{\"id\":\"6t4AzxEHMcx8MuctcFppjf\",\"type\":\"Link\",\"linkType\":\"Asset\"}}}},{\"nodeType\":\"heading-3\",\"content\":[{\"nodeType\":\"text\",\"value\":\"2. Line management\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"When integrated with line management data from third party vendors, the Mappedin solution displays store traffic data including the number of people in the virtual queue and the estimated wait time. Shoppers can view this information directly through the digital map, access a booking link, and add themselves to the virtual queue, helping to reduce crowds and lineups at physical locations.  \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"embedded-asset-block\",\"content\":[],\"data\":{\"target\":{\"sys\":{\"id\":\"2xZ41GOsTtNk1p2rV4HkhF\",\"type\":\"Link\",\"linkType\":\"Asset\"}}}},{\"nodeType\":\"heading-3\",\"content\":[{\"nodeType\":\"text\",\"value\":\"3. Quick links\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"The Mappedin platform has been adapted to include other third party links through the map as well. For restaurants and stores that require a reservation, booking links can be shown. For carpool lots, users can be presented with a link to reserve their ride. These are displayed on the map as a QR code so that once scanned by a user, the appropriate link opens on their phones. \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"embedded-asset-block\",\"content\":[],\"data\":{\"target\":{\"sys\":{\"id\":\"Nd7DL0rVD5Q6spuK1yfED\",\"type\":\"Link\",\"linkType\":\"Asset\"}}}},{\"nodeType\":\"heading-3\",\"content\":[{\"nodeType\":\"text\",\"value\":\"4. Touchless directions \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"To ensure that visitors can navigate safely and independently, Mappedin has developed a quick access QR code for touchless directions. Users simply scan a digital or printed QR code to have the digital map experience open on their phones. With this technology, they can still find their way without a risk of contact.  \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"heading-3\",\"content\":[{\"nodeType\":\"text\",\"value\":\"5. Heat mapping\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"A digital venue map paired with foot traffic data can also assist in internal decision making. With a heat map, property owners and managers can visualize how customers are travelling through their venue and where they are spending the most time. This can help make informed decisions on cleaning, sanitation, where signage should be placed, and so on. \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"embedded-asset-block\",\"content\":[],\"data\":{\"target\":{\"sys\":{\"id\":\"3tsI1Jczft7zGw31rGwqju\",\"type\":\"Link\",\"linkType\":\"Asset\"}}}},{\"nodeType\":\"heading-3\",\"content\":[{\"nodeType\":\"text\",\"value\":\"6. Alternate routes \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Some shoppers are wary of potential crowds that may form as shopping mall traffic picks up. By leveraging foot traffic data, Mappedin can provide an alternate route around busy areas on your digital map. When serving directions between “to” and “from” locations, both routes are displayed. Seen below, the most direct route is displayed in blue and the alternate route in grey. \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"embedded-asset-block\",\"content\":[],\"data\":{\"target\":{\"sys\":{\"id\":\"uA66KSA5a9JgrWFj9JRrN\",\"type\":\"Link\",\"linkType\":\"Asset\"}}}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"\\nAs businesses and shoppers alike prepare for the return to retail, technology can play a role in keeping people safe. How have you seen technology used during this global transformation? Are there other uses for digital maps in shopping malls? Let us know on our social accounts or \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"reach out today\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.mappedin.com/contact-us/\"}},{\"nodeType\":\"text\",\"value\":\" to start the conversation. \",\"marks\":[],\"data\":{}}],\"data\":{}}]}"},"articleType":"Article","image":{"fluid":{"base64":"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQEASABIAAD/2wBDABALDA4MChAODQ4SERATGCgaGBYWGDEjJR0oOjM9PDkzODdASFxOQERXRTc4UG1RV19iZ2hnPk1xeXBkeFxlZ2P/2wBDARESEhgVGC8aGi9jQjhCY2NjY2NjY2NjY2NjY2NjY2NjY2NjY2NjY2NjY2NjY2NjY2NjY2NjY2NjY2NjY2NjY2P/wAARCAAOABQDASIAAhEBAxEB/8QAGAAAAwEBAAAAAAAAAAAAAAAAAAIGBAX/xAAhEAABBAAGAwAAAAAAAAAAAAABAAIDEQQFEhMxQSEycf/EABUBAQEAAAAAAAAAAAAAAAAAAAID/8QAFxEBAQEBAAAAAAAAAAAAAAAAACEBEf/aAAwDAQACEQMRAD8A3bgPad0oDOVInOcYJNO4Kaa9AnGZ4t8Lrk570gUqd0IonTC0Lgw4uZzLL/PxCVF//9k=","aspectRatio":1.397009165460685,"src":"//images.ctfassets.net/wdjnw2prxlw8/KXpIYODRJLQEgthGC2dsj/8e869ce3890e0e05cc09051ef0ae6457/lucrezia-carnelos-wQ9VuP_Njr4-unsplash-1.jpg?w=480&q=50","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/KXpIYODRJLQEgthGC2dsj/8e869ce3890e0e05cc09051ef0ae6457/lucrezia-carnelos-wQ9VuP_Njr4-unsplash-1.jpg?w=120&h=86&q=50 120w,\n//images.ctfassets.net/wdjnw2prxlw8/KXpIYODRJLQEgthGC2dsj/8e869ce3890e0e05cc09051ef0ae6457/lucrezia-carnelos-wQ9VuP_Njr4-unsplash-1.jpg?w=240&h=172&q=50 240w,\n//images.ctfassets.net/wdjnw2prxlw8/KXpIYODRJLQEgthGC2dsj/8e869ce3890e0e05cc09051ef0ae6457/lucrezia-carnelos-wQ9VuP_Njr4-unsplash-1.jpg?w=480&h=344&q=50 480w,\n//images.ctfassets.net/wdjnw2prxlw8/KXpIYODRJLQEgthGC2dsj/8e869ce3890e0e05cc09051ef0ae6457/lucrezia-carnelos-wQ9VuP_Njr4-unsplash-1.jpg?w=720&h=515&q=50 720w,\n//images.ctfassets.net/wdjnw2prxlw8/KXpIYODRJLQEgthGC2dsj/8e869ce3890e0e05cc09051ef0ae6457/lucrezia-carnelos-wQ9VuP_Njr4-unsplash-1.jpg?w=960&h=687&q=50 960w,\n//images.ctfassets.net/wdjnw2prxlw8/KXpIYODRJLQEgthGC2dsj/8e869ce3890e0e05cc09051ef0ae6457/lucrezia-carnelos-wQ9VuP_Njr4-unsplash-1.jpg?w=1440&h=1031&q=50 1440w","sizes":"(max-width: 480px) 100vw, 480px"}}}}],"tags":{"category":{"slug":"use-cases","name":"Use Cases"},"topic":{"slug":"retail","name":"Retail"}}}}},"pageContext":{"slug":"digital-natives-and-the-jump-to-brick-and-mortar"}},
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