Credit: ECE
Management

How shopping centers have evolved into omnichannel platforms

Digital Mall - find it online, buy it offline.

In light of the advancement of digitalization in the retail sector and the dramatic changes in customer demand, shopping centers are in need of comprehensive digital strategies. Until recently, the websites of the centers operated by ECE were only equipped with information relating to opening hours and shops. Consequently, those who were in search of product availability ended up buying online. The Digital Mall, ECE’s online product search, has provided a solution to this problem. For the first time, customers can use a center’s website or app to search for products sold by participating retailers, check their availability, and pick them up later.

This is one way in which shopping centers are shifting from brick-and-mortar marketplaces to omnichannel platforms. This strategic approach, which has been adopted by ECE, creates additional online reach, which is subsequently converted into brick-and-mortar footfall, thereby generating additional revenue for stores. The technology behind the Digital Mall also forms the basis of the cooperation with otto.de and, prospectively, with other platforms.

The Digital Mall, which is comprised of 50 partners is now online at 18 centers. More than 1.5 million items are currently available at nearly 250 stores. By the end of this year, ECE expects to have 35 centers and approximately 1,000 stores integrated.

Still to come: The next stage, “Click and Collect”, will enable consumers to purchase products directly via the platform. “Ship from Store”, the last stage of the expansion, will offer sameday or even same-hour delivery of products.

Sign up for our ACROSS Newsletter. Subscribe to ACROSS Magazine.

Management MORE

A Better Understanding of the Customer Courtesy of Big Data

HyperIn helps tenants report their sales automatically, emphasizes CEO Markus Porvari. The figures are combined with consumer analytics from mall websites, social media, and mobile loyalty applications, then enriched by leasing contract information. This comprises fundamental data that center management needs to understand in order to increase sales.

About REBOOT 2020

Time to start over: The German Council of Shopping Places (GCSC) kicked off the new year in an unusual way with REBOOT in Berlin, an event that included many refreshing innovations as well as interesting talks and workshops. Approximately 400 participants came to the legendary KOSMOS for this occasion.

People in the European Retail Real Estate Industry

Recruitments, promotions and appointments in the European Retail Real Estate Industry.

Outlook 2020

The retail real estate industry is looking toward 2020 with cautious optimism. Uncertainties remain, however.

E-Mobility and Retail Real Estate – A New Match Made in Heaven?

The opportunities offered by e-charging infrastructure encompass a wider range of aspects than one might think.

Marketing during the Construction Phase: Seeing a Challenge as an Opportunity

Union Investment, owner of Hamburg’s Quarree Wandsbek, is investing roughly 40 million euros in the refurbishment of the mall. Extensive construction work is scheduled to be completed by the end of 2020, which, inevitably, will have an impact on ongoing operations. What types of marketing measures can be used to counteract the possible drop in footfall and the corresponding drop in turnover? Center Manager Frank Klüter, from Sierra Germany GmbH, and Britta Finke, from lead agency 21Media, explain the situation.