Malls are dying. Changes are inevitable. Ideas and notes on the shopping mall of the future. Love to hear your feedback.

1. Shopping Malls of The Future
www.FutureRetailing.com
@FutureRetailing
cn.linkedin/com/in/dtwwong
1
Jan 2015

2. About the Author:
Born and raised in Hong Kong, David now resides in Shenzhen with his family. In China since 1994, he
held several senior management positions with real estate developers and consulting companies
including CB Richard Ellis, Colliers International, Keppel Land the Feizhou Group. David's latest project is
HomeTown DG, a revolutionary 3,000,000 sq ft exhibition-shopping mall in Southern China. This is the
first shopping mall to partner with an international exhibition organiser/brand activation company and
one of the most influential media group in China. Hometown DG is scheduled to open Q4 2016.

3. The mall is dying…

4. because they’re boring
“You don’t want to go to a store if every store looks the
same wherever you are in the world. It’s total boredom.”
Tomas Maier
“The retail guys are going to go out of business, and e-
commerce will become the place everyone buys.”
Marc Andreessen
retailers are doomed…

5. unless you have a story to tell like the STORY…
• Point-of-view of a magazine
• Changes like a gallery
• Sells things like a store
The Story in NYC
Rachel Shechtman: STORY
The story is a 2,000-square-foot retail and events space
located in New York City’s Chelsea neighbourhood.
http://thisisstory.com/
http://thisisstory.com/

6. Retailing is about creating a culture…

7. What should mall owners and operators do?
Analytics
Community
Environment
Connectivity
MarketingContent
Lifestyle
Social Media
Big Data
Online
Technology
Omni-Channel

8. Content, Connectivity and Experience
• Maximise the physical presence advantage
• Curate contents tailored to the interest of shoppers
• Facilitate consumers and retailers connection
• Focus on delivering a memorable consumer experience
Forrester research shows that Cxi (Customer Experience Index) leaders financially
outperform the S&P and the customer experience laggards by as much as 43%
“Somewhere along the evolution of commerce we completely lost the fun and
social part. ” Runar Reistrup, CEO of Depop

9. Break the physical barrier of the store
• Extend brand touch points beyond the store
• Use pop-up stores and consumer exhibitions
• Provide at-a-glance navigation
• Think ‘front page’ of online sites
HomeTown DG

10. Better utilise public spaces
AEON MALL Okayama
• Be the hub of your customers
• Provide community events venues and
exhibition spaces
• Offer public space usage outside
opening hours

11. Rethink trade and tenancy mixes
• Converge consumers interested in different trade mixes
• Reconsider affinity relationships between trades and tenancies
• Consider non-traditional anchors
• Evoke consumer emotions instead of offering ease of purchase
• Optimise shop footprint
IT&T

12. Offer tools and connections for web business
• Physical shops are an important part of the omni-channel
• Every retailer in your mall will be online
• Offer web-business-friendly value added services
• Embrace social media tools, apps and sites

13. Refresh your contents
• Do not rely solely on tenants
• Curate shoppers’ lifestyle
• Place contents that connect to their
interest and needs
• Dynamic contents attract customers and
facilitate transactions
http://thisisstory.com/
HomeTown DG

14. Invest in analytics
• Sales per square foot/metre is no longer an accurate assessment of
store value in today’s omni-channel environment
• Learn from the web, use in-store analytics and predictive tools
• Use data wisely, heat maps alone cannot offer the full picture, affinity
relationships are important for mall operators
IT&T
RetailNext

15. Jan 2015
@FutureRetailing
David.Wong@FutureRetailing.com
cn.linkedin.com/in/dtwwong/
“To improve is to change; to be perfect is to change often.”
Winston Churchill
www.FutureRetailing.com