In the medium term, and within a broader context
Posted: Sun Apr 06, 2025 6:09 am
This goes beyond simply selling through a website and impacts the entire pre-sale process, the transaction, and post-sale, both online and in physical stores.
Shopping centers that want to succeed must blur the imaginary line between online and offline and create hybrid territories for their communities. How can this be achieved? Let's look at some examples.
All shopping centers, like other businesses, are on social media (with their followers and likes) and have websites (with their visitor metrics). Now, it's essential to convert those virtual numbers into band data physical visitors and buyers . To do this, the digital marketing team must develop a good O2O (online 2 offline) strategy that generates interest on social media and digital platforms and culminates in a visit.
If large retailers have their e-commerce platforms, and there are countless local commerce initiatives for this purpose, why can't a shopping center manager have its own? Omnichannel solutions are already on the market and will allow smaller operators and franchises to enter the e-commerce playing field.
There are an increasing number of direct-to-consumer brands that are skipping brick-and-mortar stores, as well as small artisans and creators who take great care of their image and only sell their products through online channels. Both are unwilling or unable to maintain a 12-month lease on an 800-square-meter space. But why not offer pop-up spaces for seasonal campaigns?
Shopping centers that want to succeed must blur the imaginary line between online and offline and create hybrid territories for their communities. How can this be achieved? Let's look at some examples.
All shopping centers, like other businesses, are on social media (with their followers and likes) and have websites (with their visitor metrics). Now, it's essential to convert those virtual numbers into band data physical visitors and buyers . To do this, the digital marketing team must develop a good O2O (online 2 offline) strategy that generates interest on social media and digital platforms and culminates in a visit.
If large retailers have their e-commerce platforms, and there are countless local commerce initiatives for this purpose, why can't a shopping center manager have its own? Omnichannel solutions are already on the market and will allow smaller operators and franchises to enter the e-commerce playing field.
There are an increasing number of direct-to-consumer brands that are skipping brick-and-mortar stores, as well as small artisans and creators who take great care of their image and only sell their products through online channels. Both are unwilling or unable to maintain a 12-month lease on an 800-square-meter space. But why not offer pop-up spaces for seasonal campaigns?