{
    "componentChunkName": "component---src-design-system-templates-article-index-tsx",
    "path": "/blog/use-cases/retail/e-book-re-inventing-retail/",
    "result": {"data":{"contentfulComposePage":{"title":"E-Book: Re-Inventing Retail","seo":{"title":null,"description":"Re-inventing Retail is a Mappedin e-book about the digitization of the retail landscape and new consumer expectations."},"content":{"author":"Mappedin","publishDate":"Jun 1, 2018","updatedAt":"Jan 10, 2022","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. Digitization of the retail landscape has become an expectation as consumers demand a physical world experience that mirrors the online world -- one that is informed, customized and frictionless.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"embedded-entry-block\",\"content\":[],\"data\":{\"target\":{\"sys\":{\"id\":\"7fniuEuDNT5a5qGwhS0OHk\",\"type\":\"Link\",\"linkType\":\"Entry\"}}}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"\",\"marks\":[],\"data\":{}}],\"data\":{}}]}","references":[{"contentful_id":"7fniuEuDNT5a5qGwhS0OHk","__typename":"ContentfulArticleFeature","featureType":"PDF","icon":"PDF","iconColour":{"hex":"#3e8551"},"heading":"Read the E-Book","copy":"Click here for a free PDF download of the E-Book: Re-Inventing Retail","url":null,"pdf":{"file":{"url":"//assets.ctfassets.net/wdjnw2prxlw8/4MMti0lXuRv0QOCcfyunWJ/55541ae193251461f550a9a6328c8535/Re-Inventing_Retail__a_Mappedin_E-Book.pdf"}}}]},"image":{"file":{"url":"//images.ctfassets.net/wdjnw2prxlw8/6he4q17px3jgi3G1n3mu9T/28f1cf9c949dc7f86c1603e91623891c/craig-lovelidge-lmMlK5d84sw-unsplash.jpg"}},"pdf":null,"relatedPosts":[{"title":"Retail Predictions in 2022 and Beyond","slug":"retail-predictions-in-2022-and-beyond","content":{"__typename":"ContentfulBlogPost","author":"Lucy Bragg","publishDate":"Jan 7, 2022","updatedAt":"Jan 21, 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\":\"Over the last two years, consumer behaviour has shifted dramatically. \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Customer expectations have evolved\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.mappedin.com/blog/use-cases/retail/3-lessons-for-retail-this-holiday-season/\"}},{\"nodeType\":\"text\",\"value\":\", e-commerce has grown, and retailers have been forced to pivot strategies and embrace digital transformation during these uncertain times. \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"While much remains unknown heading into 2022, the pandemic has continued to accelerate trends seen across the retail industry, many of which will continue to make an impact in the upcoming years. Let’s delve into what the future of retail might look like.  \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"heading-2\",\"content\":[{\"nodeType\":\"text\",\"value\":\"More Retailers Embracing an Omnichannel Strategy\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"From launching online stores and apps, to selling products on Instagram and Tiktok, retailers have been experimenting with different ways to meet the evolving needs of customers. Most notably, brick-and-mortar retailers have been digitizing their operations during the pandemic to offer new channels for purchasing. By adopting an omnichannel strategy and combining the benefits of physical and digital shopping experiences, retailers have been able to achieve more brand visibility, drive traffic and sales, and reach consumers at every touchpoint of the buyer experience. \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"embedded-asset-block\",\"content\":[],\"data\":{\"target\":{\"sys\":{\"id\":\"2DtTUpraeoNt0w0aVMkSq5\",\"type\":\"Link\",\"linkType\":\"Asset\"}}}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Whether consumers are purchasing online from their computer, through their mobile device, or in a physical store, they expect a seamless and consistent shopping experience. In fact, \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"90% of customers expect their interactions to be consistent across all channels\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://breadstack.io/omnichannel-marketing-stats/\"}},{\"nodeType\":\"text\",\"value\":\". We’ve also seen how much consumers value flexible omnichannel experiences like buying online and picking up in-store, or using AR and VR to preview a product in-store or online before purchasing. Thus, heading into 2022, we predict that more retailers will embrace omnichannel strategies to better target their consumers from all angles.  \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"heading-2\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Buy Now, Pay Later Moving In-Store\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Buy now, pay later (BNPL) payment plans have become increasingly popular over the course of the pandemic, and this trend won’t be ending anytime soon. For instance, Over Black Friday 2021, BNPL services soared, with \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"PayPal’s Pay in 4 service jumping by 400% compared to the previous year\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.businessinsider.com/paypal-buy-now-pay-later-spending-soars-black-friday-2021-12\"}},{\"nodeType\":\"text\",\"value\":\". Many of these services are interest-free, provided you keep up with the scheduled payments, offering a more convenient and flexible way to purchase expensive items during these inflationary times. Not to mention, BNPL promotes instant gratification by enabling consumers to buy now, receive the product, and pay for it later in a number of installments.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"While BNPL is typically offered online, its impact has prompted large retailers such as Walmart and Target to offer these payment services in physical stores. Now, it’s only a matter of time before more retailers incorporate this flexible payment option into their stores, creating a seamless experience between online and offline payment offerings.\",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"heading-2\",\"content\":[{\"nodeType\":\"text\",\"value\":\"The Metaverse Prompting Next-Generation Retail \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"The retail industry has learnt a lot over the last two years; most notably to remain flexible and ready to embrace change. With the surge of e-commerce and digital transformation prompted by the pandemic, we must ask ourselves: what’s next? \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"That’s where the Metaverse comes in. This concept is defined most simply as a shared 3D virtual world where people can socialize, work, and play. With \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Facebook rebranding itself as Meta\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.nytimes.com/2021/10/28/technology/facebook-meta-name-change.html\"}},{\"nodeType\":\"text\",\"value\":\", Mark Zuckerberg explains that the Metaverse will be the inevitable future of the internet and human connectivity. He describes this world as a much higher level of virtual reality (VR) and augmented reality (AR), where everything people do in the real world is replicated virtually. There are virtual avatars, digital social interactions, and all kinds of activities. \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"embedded-asset-block\",\"content\":[],\"data\":{\"target\":{\"sys\":{\"id\":\"3AhtOrBU4rv0KejNyyMLJ6\",\"type\":\"Link\",\"linkType\":\"Asset\"}}}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"In the retail space, this would enable consumers to engage with products in real-time using their own personalized virtual avatar. For instance, a virtual storefront in the Metaverse would allow users to enter the store, walk around, see products, and even make a real purchase. \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"What does this mean for retail in 2022? While we won’t be experiencing the full extent of the Metaverse anytime soon, we predict that retailers will start to think about ways to get involved with this type of technology, and at the very least, continue to incorporate virtual and augmented reality into their business strategies. \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"heading-2\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Ready to Take on 2022? \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"Retail is ever-changing as companies continue to unite digital and physical worlds for consumers. It’s clear that moving forward, offering a compelling omnichannel experience is key, along with offering convenient, flexible payment options both online and offline. Moreover, while we don’t know the full extent of what the Metaverse will bring, \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"the use of AR and VR technology is on the rise with consumers\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://resources.mappedin.com/blog/4-predictions-for-retail-in-2021\"}},{\"nodeType\":\"text\",\"value\":\". \",\"marks\":[],\"data\":{}}],\"data\":{}},{\"nodeType\":\"paragraph\",\"content\":[{\"nodeType\":\"text\",\"value\":\"If you’re looking to capitalize on these trends and modernize your in-store and online experience this upcoming year, visit our \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"website\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.mappedin.com/verticals/retail/\"}},{\"nodeType\":\"text\",\"value\":\" or \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"contact us\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.mappedin.com/contact-us/\"}},{\"nodeType\":\"text\",\"value\":\" today! We’d love to show you how digital indoor mapping can transform your consumer experience in the \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"content\":[{\"nodeType\":\"text\",\"value\":\"retail space\",\"marks\":[],\"data\":{}}],\"data\":{\"uri\":\"https://www.mappedin.com/industries/retail/\"}},{\"nodeType\":\"text\",\"value\":\".\",\"marks\":[],\"data\":{}}],\"data\":{}}]}"},"articleType":"Article","image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":1.5,"src":"//images.ctfassets.net/wdjnw2prxlw8/3AhtOrBU4rv0KejNyyMLJ6/b452ad7e558c8f461b76e3a33fd7626e/virtual_reality-jpg.jpeg?w=480&q=50","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/3AhtOrBU4rv0KejNyyMLJ6/b452ad7e558c8f461b76e3a33fd7626e/virtual_reality-jpg.jpeg?w=120&h=80&q=50 120w,\n//images.ctfassets.net/wdjnw2prxlw8/3AhtOrBU4rv0KejNyyMLJ6/b452ad7e558c8f461b76e3a33fd7626e/virtual_reality-jpg.jpeg?w=240&h=160&q=50 240w,\n//images.ctfassets.net/wdjnw2prxlw8/3AhtOrBU4rv0KejNyyMLJ6/b452ad7e558c8f461b76e3a33fd7626e/virtual_reality-jpg.jpeg?w=480&h=320&q=50 480w,\n//images.ctfassets.net/wdjnw2prxlw8/3AhtOrBU4rv0KejNyyMLJ6/b452ad7e558c8f461b76e3a33fd7626e/virtual_reality-jpg.jpeg?w=720&h=480&q=50 720w,\n//images.ctfassets.net/wdjnw2prxlw8/3AhtOrBU4rv0KejNyyMLJ6/b452ad7e558c8f461b76e3a33fd7626e/virtual_reality-jpg.jpeg?w=960&h=640&q=50 960w,\n//images.ctfassets.net/wdjnw2prxlw8/3AhtOrBU4rv0KejNyyMLJ6/b452ad7e558c8f461b76e3a33fd7626e/virtual_reality-jpg.jpeg?w=1440&h=960&q=50 1440w","sizes":"(max-width: 480px) 100vw, 480px"}}}},{"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":"Digital Natives and the Jump to Brick and Mortar","slug":"digital-natives-and-the-jump-to-brick-and-mortar","content":{"__typename":"ContentfulBlogPost","author":"Shanae Vander Togt","publishDate":"Jul 16, 2019","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\":\"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,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","aspectRatio":1.5,"src":"//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=480&q=50","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=120&h=80&q=50 120w,\n//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=240&h=160&q=50 240w,\n//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=480&h=320&q=50 480w,\n//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=720&h=480&q=50 720w,\n//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=960&h=640&q=50 960w,\n//images.ctfassets.net/wdjnw2prxlw8/6ElMA0h2xjnHYqb03Sanld/96cbfb27c1d13638acec6cd0f6b2f9ff/charles-deluvio-BAbXlv7AxzM-unsplash.jpeg?w=1440&h=960&q=50 1440w","sizes":"(max-width: 480px) 100vw, 480px"}}}}],"tags":{"category":{"slug":"use-cases","name":"Use Cases"},"topic":{"slug":"retail","name":"Retail"}}}}},"pageContext":{"slug":"e-book-re-inventing-retail"}},
    "staticQueryHashes": ["1252674921","3226752585","3508205345","764694655"]}