Across the retail real-estate sector, shopping centers are increasingly positioning themselves as multi-purpose destinations, adding leisure, entertainment and community programming alongside traditional retail. With e-commerce reshaping purchasing habits, many operators have placed greater emphasis on experience-led formats intended to increase dwell time and encourage repeat visits.
JLL’s 2025 Consumer Experience Survey, which gathered responses from more than 12,000 people across 19 markets and 64 cities, shows that consumers are quietly but decisively raising their expectations for physical places.
Commercial advantage belongs to those who move with insight, not instinct: As much of Europe’s real estate market cools, the Nordics are bucking the trend, driving growth not through location alone, but by redefining value around experience, insight, and resilience. A new framework, the “Modern CRE Algorithm”, shows how smartly designed tenant experiences and data-driven intelligence are turning properties into thriving ecosystems.
The one-sided fixation on digital direct-to-consumer business marginalizes the physical shopping channel. Shopping centers and their tenants will only be able to leverage the potential of brick-and-mortar store spaces if a significantly modified fundamental approach is adopted.
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