Goodbye 20th Century Mall…Hello 21st

As we all know, retailing is moving into the 21st century at the speed of light. Various technologies and developments, such as the Internet, provide other avenues for retailers to expand. There have been numerous debates on how online companies stack up against brick and mortar companies. However, little has been said about how these two avenues, the old and the new, can complement on another. This article will discuss ways in which the traditional “mall” brick and mortar concept is benefiting from these new technologies.

Imagine this scenario. You walk into you local mall. All of the stores you normally look for, like Gap and Saks Fifth Avenue, are there. You are looking for a particular gift for your sister’s graduation. So you start and the top level and work your way down. You go in every store imaginable but can’t seem to find just the right gift. As you leave the last store with a disgusted look on your face, an associate stops you and asks whether or not you tried the Internet kiosk in the center of the mall. She explains that many of the stores in the mall have web sites that have selections not carried in stock. You walk to the kiosk and bean to browse the web site of some of the stores in the mall. You find just the right gift and purchase it. The merchandise is then shipped within 24 hours to the “home” store in the mall and you can pick it up anytime you wish.

Sounds far fetched? Well actually it isn’t. More and more mall development and management companies are implementing this type of technology in their malls. The “mall” concept has changed little since it was begun about 50 odd years or so. Customers, however, have been clamoring for more services. These new developments are a direct result of the customers’ demands. The most prominent new developments are interactive kiosks; e- fulfillment services, and improved “instore” connectivity.

We have already talked briefly about interactive kiosks. They provide online access to selected companies such as banks, entertainment, and representatives of brands sold in the mall. They allow dot-com companies to have a presence in the brick and mortar world. The kiosks can be an assistance to retail customers in one of two ways. As mentioned above, they could give access to the web site of companies that have outlets in the mall. The kiosks would be a way for consumers to order merchandise that is not readily available in the “physical” location. It can also assistance the retail customer of malls by offering them a greater choice of retailers. Mall management can provide the customers access to online companies that are not competitors with existing retailers. This adds a complementary dimension to the concept.

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