Buzz
In the battle to keep up with online shopping platforms and apps, brick-and-mortar malls are adopting new technologies and concepts that could give them an advantage, or at least level the playing field. While some of these innovations are already being implemented, others are still in the pipeline or conceptual stages.
While some physical stores have started utilizing strategies from the world of online shopping, the most intriguing advancements are those services that online retailers simply cannot offer. These malls are not just being revamped; they are experiencing full-scale transformations.
10. Crime-Fighting Robots
Knightscope was established following the tragic mass shooting at Sandy Hook Elementary School in Newtown, Connecticut, on December 14, 2012. Based in Silicon Valley, the company specializes in autonomous security technology, deploying robots that collect and transmit crucial data to law enforcement agencies and security companies.
These robots assist in preventing criminal activities. Presently, Knightscope’s crime-fighting robots are operational in shopping malls across Massachusetts and New York cities.
Stacy Dean Stephens, a former police officer and cofounder of Knightscope, remarked that intelligence from the active shooter situation at Sandy Hook could have helped officers respond more swiftly.
Knightscope’s robots are equipped to gather such intelligence. Standing at 152 centimeters (5 feet) tall and weighing 136 kilograms (300 pounds), they feature a 360-degree camera, various sensors, and license plate recognition software to gather vital information.
The robots are equipped with thermal cameras and signal detection features, enabling them to detect mobile devices. Designed for both indoor and outdoor use, these robots might soon replace traditional mall security personnel.
9. Condominiums and Offices
A few years ago, Target closed its stores in several shopping malls. Now, Sears has also announced its plans to do the same. When large anchor stores leave, mall owners face significant revenue declines. Consequently, many smaller shopping malls in Canadian suburbs will undergo extensive redevelopment over the next decade.
Anchor stores used to draw in customers, who would then shop at smaller stores as they moved from one anchor to the next. With the closure of these major retailers, smaller stores within the mall have also experienced business declines. These losses have been exacerbated by the rise of online shopping, which has diverted potential profits away from traditional brick-and-mortar stores.
One strategy to revitalize these malls is to transform their vast parking lots into spaces for offices, condominiums, and a variety of amenities such as shops, movie theaters, bookstores, and restaurants. Analysts believe that the departure of anchor stores won’t spell the end for malls, as these shopping centers are already adapting to new market realities.
8. Reserved Parking Just for You
In Los Angeles, California, Westfield Century City mall is undergoing a $1 billion redevelopment aimed at attracting online shoppers to its corridors, plazas, and stores. A portion of the investment will be used to revamp the mall’s parking facilities.
The shopping center will feature five valet stations, along with the option for customers to reserve a parking spot near the main entrance on Santa Monica Boulevard.
As you approach the entrance, the gate scans your vehicle’s license plate, opens to allow entry, and directs you to a reserved parking space with your name displayed on a monitor above the spot.
The space is yours for at least four hours, costing $20. If you’d rather park in an unassigned space, you can easily do so by downloading the mall’s parking app to your phone, and you’re good to go.
Spending time searching for a parking spot in a packed lot frustrates shoppers, so redevelopers aim to eliminate these 'consumer pain points' by making parking more seamless. Westfield’s co-CEO, Peter Lowy, explains, “The mall design is meant to be a sanctuary. A place you will go that is soft, relaxing, and you do what you want at your own pace.”
7. Voice Shopping
Google has teamed up with Walmart, Target, Home Depot, and other retailers to challenge Amazon and its Echo devices. With Google’s assistance, these traditional big-box stores are working to simplify the shopping experience for their customers.
With Google Assistant, shoppers can easily shout their grocery lists and product orders into their iPhones or Android phones while on the go, whether running errands or walking. If they request 'detergent,' the assistant will automatically choose their preferred brand.
Target customers can have their purchases shipped for free to Target stores when orders total $35 or more. They can pick up their items within two days. Similar to Walmart, Target offers the option to 'link their accounts to Google Express for a more personalized shopping experience.'
6. Chatbots
The chatbot mimics human conversation, providing helpful directions, advice, and information about amenities such as restrooms, baby changing stations, and parking. It also keeps shoppers informed about deals and guides them to ATMs or restaurants.
If the chatbot can't assist you, it allows you to send detailed messages directly to mall representatives. Customers also have the option to contact malls using their laptops or personal computers. Chatbots serve as yet another tool to encourage shoppers to visit physical stores rather than relying on online shopping.
Generally, responses are fast, and customers have shown their appreciation for the service.
5. Free Electronic Legal Advice
In need of legal advice?
There’s no need to visit a law office. Some malls are planning to offer free legal guidance through kiosks that focus on civil law. Individuals facing issues like divorce or foreclosure can access free legal aid, as can those involved in landlord-tenant conflicts. To find the necessary forms, simply type a description of your legal issue.
If you require legal assistance, the machine will provide details about a lawyer or even arrange an appointment for you. If you prefer a do-it-yourself approach, the machine can print the necessary forms for you to complete on your own.
Providing free electronic legal advice through mall kiosks and other venues is nearly a reality in Florida. The state aims to offer affordable legal services to low and middle-income families.
4. Artificial Intelligence
A key factor in the sharp decline of mall visits is that traditional retail businesses remain stuck in the analog era. To win back customers lost to online shopping, brick-and-mortar malls are introducing digital technology into their stores. The integration of artificial intelligence (AI) is one way physical retailers are striving to achieve this.
While traditional stores already utilize a significant amount of technology behind the scenes for operational tasks, experts believe there is a growing need to incorporate such technology within the stores and in customer interactions.
For instance, in-store 3-D full-body scans provide a realistic image of a customer interested in fashion. This image can be rotated 360 degrees with a simple touch, helping retailers match the customer’s body shape with various clothing options. Additionally, the technology can check if a particular item is in stock.
AI mimics human conversation, enabling customers to easily ask questions and interact through live chat apps. The technology has evolved to such an extent that 38 percent of test subjects could not distinguish whether they were interacting with a human or a program.
Customers are likely to appreciate the effectiveness of AI communication technology, as many people prefer talking to other humans. When they can’t tell if they’re speaking with a person or an app, they often assume they’re conversing with another person.
3. Funeral Homes
In Southern California, a growing number of customers will soon have the opportunity to visit funeral home kiosks located in shopping malls. These kiosks allow them to choose coffins or urns and plan their funeral arrangements. Those in the industry consider this proactive sales approach more effective than waiting for people to visit a funeral home.
Robert Fells, executive director of the International Cemetery, Cremation, and Funeral Association, remarked, 'Nobody wakes up on a Saturday morning and thinks, 'What a beautiful day, I should go buy a burial plot.'' He believes that people might change their perspective if 'they’re surrounded by happy, lively individuals, maybe holding a bag of Mrs. Fields’ cookies.'
Forest Lawn cemeteries are the final resting place of famous individuals like Walt Disney, Elizabeth Taylor, and Michael Jackson. To reach a broader audience, the company moves its funeral kiosks between six different malls offering these services. Employees distribute brochures, but largely allow customers to approach them at their own pace.
2. Medical Services
In Albany, New York, shopping centers are leading the way with a new innovation—bringing a doctor into the mix. Hospital annexes will be established to connect physicians with patients directly in the mall.
A former tanning salon space now houses one of Sunnyview Rehabilitation Hospital’s physical therapy offices, marking the hospital’s third storefront medical location in the area.
St. Peter’s Hospital runs 17 laboratory locations, including one conveniently located between a deli and a nail salon. These labs are strategically placed with flexible hours to make it easier for shoppers to fit medical visits into their schedule.
Kimco Realty’s malls now feature an impressive variety of medical services, including urgent care clinics for non-life-threatening conditions, satellite hospitals, after-hours pediatric care, wellness centers, and even dialysis units.
These kinds of services cannot be replicated online.
1. eCommerce Logistics Services
A new retail development at Singapore Post Center merges the best of both worlds, offering a combination of online and physical shopping in one location. This innovative blend is set to transform retail for both the stores and their customers.
Shoppers can explore in-person stores, make purchases on the spot, and have their items delivered to their homes. This system allows customers to shop, dine at a mall restaurant, or catch a movie without the hassle of carrying shopping bags, while retailers can free up storage space in their stores by fulfilling orders from warehouses.
Combining eCommerce logistics services with physical stores creates a mutually beneficial situation. Shoppers experience an improved retail journey while stores reduce costs and stay connected to their customers.
