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    "result": {"data":{"contentfulComposePage":{"title":"From e-Commerce to Brick and Mortar","seo":{"title":null,"description":"Why online retailers are moving into physical brick-and-mortar locations at malls around the world."},"content":{"author":"Mappedin","publishDate":"Sep 27, 2019","updatedAt":"Jan 12, 2022","content":{"raw":"{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Why online retailers are moving into physical brick-and-mortar locations at malls around the world.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Online stores are undeniably attractive to consumers. 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\"}","references":[]},"image":{"file":{"url":"//images.ctfassets.net/wdjnw2prxlw8/5XdzypJJOdyu7YVWxa9nww/418dcec660ee984d26a6909fb648814b/person-holding-credit-card-3907161.jpg"}},"pdf":null,"relatedPosts":[{"title":"Welcome to the Digital World","slug":"welcome-to-the-digital-world","content":{"__typename":"ContentfulBlogPost","author":"Mappedin","publishDate":"Aug 14, 2018","updatedAt":"Jan 12, 2022","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=50","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=120&h=80&q=50 120w,\n//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=240&h=160&q=50 240w,\n//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=480&h=319&q=50 480w,\n//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=720&h=479&q=50 720w,\n//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=960&h=639&q=50 960w,\n//images.ctfassets.net/wdjnw2prxlw8/5urzuz08xqsWzf1rYahr0i/89a9f6793892f2af172619f6b0f26645/nasa-Q1p7bh3SHj8-unsplash.jpg?w=1440&h=958&q=50 1440w","sizes":"(max-width: 480px) 100vw, 480px"}}}},{"title":"The Power of One","slug":"the-power-of-one","content":{"__typename":"ContentfulBlogPost","author":"Mappedin","publishDate":"Aug 27, 2018","updatedAt":"Jan 12, 2022","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=50","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/cCRE5EiarzoZZVvuJV4lG/3b88bda824e22d733a83a59a495302b0/stairs-light-lights-lamps-54581-2.jpg?w=120&h=79&q=50 120w,\n//images.ctfassets.net/wdjnw2prxlw8/cCRE5EiarzoZZVvuJV4lG/3b88bda824e22d733a83a59a495302b0/stairs-light-lights-lamps-54581-2.jpg?w=240&h=158&q=50 240w,\n//images.ctfassets.net/wdjnw2prxlw8/cCRE5EiarzoZZVvuJV4lG/3b88bda824e22d733a83a59a495302b0/stairs-light-lights-lamps-54581-2.jpg?w=480&h=316&q=50 480w,\n//images.ctfassets.net/wdjnw2prxlw8/cCRE5EiarzoZZVvuJV4lG/3b88bda824e22d733a83a59a495302b0/stairs-light-lights-lamps-54581-2.jpg?w=720&h=474&q=50 720w,\n//images.ctfassets.net/wdjnw2prxlw8/cCRE5EiarzoZZVvuJV4lG/3b88bda824e22d733a83a59a495302b0/stairs-light-lights-lamps-54581-2.jpg?w=960&h=632&q=50 960w,\n//images.ctfassets.net/wdjnw2prxlw8/cCRE5EiarzoZZVvuJV4lG/3b88bda824e22d733a83a59a495302b0/stairs-light-lights-lamps-54581-2.jpg?w=1440&h=948&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"}}}}],"tags":{"category":{"slug":"use-cases","name":"Use Cases"},"topic":{"slug":"retail","name":"Retail"}}}}},"pageContext":{"slug":"from-e-commerce-to-brick-and-mortar"}},
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