Digitalization will be even more important in the close future than it is today.
We are passionate about helping shopping malls and have identified three of the digital trends that we expect to evolve the most in 2019.
We’ll share them here, to save you the trouble of doing the research
The 3 trends are (Click on one of the headline to jump right to it)
- Customers will increase time spend online in the mall
- Customers will expect a personalised experience
- Customer will use shopping mall websites for product research
In recent years customers have increased their online presence. According to ZEIT
This means that young people use their phones 25% of their waken hours.
Young German consumers use their phone 4 hours a day
For a shopping mall it means that for every hour a young customer spends shopping in the mall, they are exposable for digital communication from the mall in 15 minutes.
Social media usage keeps
increasing among customers
You have probably already guessed it: Social media is where the biggest amount of online time is spent.
Did you know that among consumers social media usage increased by 13% from Jan 2017 to Jan 2018?
And even though you may have heard that customers leave Facebook in heavy numbers it is still the most used social media according to data from Comscore.
Shopping mall customers uses shopping mall apps 4 mins on days they visit the mall
Another important fact is that customers have increased time spent in mall apps doing their visit to a shopping mall.
According to our
- Special offers
- Opening hours
- Relevant events and
- Nice ways to spend loyalty points.
Therefore the app keeps the mall at top of the customer mind.
Why this info matters for shopping malls
You might be thinking that as long as the customers stay in the mall everything is good. But malls that do not optimise for the customers’ digital behaviour will miss out on the following possibilities:
- Showing relevant advertisements to the customers based on their behaviour in the mall
- Making the customer aware of an upcoming event
- Helping the customer share their experience on social media.
- Possibility to collect valuable data on customer behaviour
Shopping malls have a critical advantage when compared to e-commerce: They can create experiences mixing the benefits of online and offline shopping.
Today we see that a growing number of customers are demanding experiences tailored directly towards them. They expect experiences that
According to a survey conducted by Crowstwist does customers - especially the young generation - favour personalised experiences and marketing. A similar
- Increased impulse purchases from customers
Decreasein return of purchases
- Increased value
And probably the most important
- 44% of customers said they
wherelikely to purchase again after the personalised experience
By using the tailored Emplate consumer app, customers are able to filter the tenant stores they would like to receive offers from in the app. Thereby the app only shows offer relevant
The result is that customers open the app multiple times a month, and visits the mall x times more often.
Probably the most important trend for shopping malls in the future is that 50% of customers make
Accordingly to this does our app data shows that malls that influence the buying decision digitally multiple times through the buying process are more likely to increase revenue per store.
Therefore a huge potential is hidden here.
Among the three trends highlighted in this post, this is the trend that the fewest shopping malls are adopting, leaving a huge potential.
The first examples are already here!
This will increase the relevance of the offers that the customer sees, and the amount of times a customer visits the mall per year.
Using the Emplate management system Waves is able to automatically import offers from all their tenant’s shops on a daily basis.
Another great example is the Westfield mall in London.
Here they collect all the products currently available at their tenants’ shops, and customer's can thereby browse and find relevant products to see and buy in the store.
This creates an advantage in the competition with e-commerce shops, as the customers can research the product from the mall’s website and afterwards be sure to find it in the tenants’ stores.
The customer is thereby able to find, research, buy and pick up the products right away.
It’s exciting to see how technology will transform shopping malls in the near future. Here at
If you are planning to take the next step in your malls digital journey, then let me help you get started. Download our e-book below, and learn the 5 consideration you need to make before digitalising.