Can The Shopping Mall Evolve And Survive?

29/10/2017 - Hard times for shopping malls, the iconic American concept that has been exported to the entire world.

Some analysts say a quarter of all such centers in the United States face closure in the next five years, mainly due to the growing popularity of online shopping, although other economic and sociodemographic factors are important. In 2017, more than 3,200 well-known chain stores such as RadioShack, JCPenney, Kmart, Sears, Macy's or Payless ShoeSource, among others, have closed in the United States, many of them located in large sites whose closure generates problems in the surrounding neighborhoods.

But despite the gloomy outlook, everything indicates that the tech giants see the glass half full, and that we’re on the cusp of a major change. Amazon’s $13.4 billion acquisition of Whole Foods relies on stores for many aspects of its business, suggesting plans so ambitious that its mall rivals are beginning to look carefully at the small print in their leasing contracts by using these huge spaces for the collection of products purchased online, turning them into distribution depots that can reach most U.S. homes, particularly in high-income areas and others, where fast-delivery is starting to influence house prices. Amazon is currently working hard to shed Whole Foods’ image of exclusivity and high prices and that it is going to employees off by putting into practice concepts like Amazon Go, stores with no check out, which is still in the beta phase at its offices.

Meanwhile, Apple is pushing hard in the same direction: a BuzzFeed article this week traces an in-depth profile of Angela Ahrendts, Apple's highest-paid executive and responsible for Apple Stores, which are to be ambitiously expanded, based on a town square model, an example of which can be seen at recent openings in Chicago. These supposedly public spaces showcase products, allowing people to familiarize themselves with them, while offering unrivaled customer service: a completely different experience with different spaces supposedly integrated into the life of the city. Walk past any Apple Store and you’ll see dozens of young people hanging out or trying stuff out, taking advantage of free WiFi or putting an iMac through its paces, with sales staff taking a low-key approach.

In some cities of the world, notably in the Middle East, shopping malls are an integral part of life, where most people spend their leisure time, given the rigors of the climate and the need to move around by car. The presence of certain well-known chain stores, along with cinemas and supermarkets, all designed to attract large numbers of people who, along the way, stroll through other establishments or eat at the food court (table spaces shared among a variety of establishments) while their children can play under supervision, has worked for many years now.

But are we now facing a crisis that has extended beyond the immediate circumstances of the U.S. economy and that will be exported to other countries, as happened with the original concept of the mall itself? Or is this simply a redefinition of the functions of the physical store driven by the big tech companies and that will see stores take on new roles beyond merely showcasing products, introducing other features to attract and retain customers, integrating into the logistics of the internet and becoming collection points or places to return products bought online, or that support other types of events related to promoting the company's products.

- Enrique Dans

Fonte:https://www.forbes.com/sites/enriquedans/2017/10/27/can-the-shopping-mall-evolve-and-survive/#529fa36b6478

LEGGI GLI ALTRI BLOG

• < Prec
• Succ >