The Changing Face of Retail
When today’s customers visit shopping centres, they are looking for experiences that go well beyond traditional retail. The convenience of online shopping is leading malls to move toward a new kind of leisure proposition. For example, we provided engineering services for Mall of Egypt, a 190,000m² mall in Cairo that includes more than 400 shops and a snow park.
Shopping centres are becoming places where people go for a day out combining shopping with leisure, so they want more places to eat, drink and socialize. As a result, the percentage of food and beverage outlets is increasing. This new use of space means that structures and building services need to be adapted.
Shopping malls also need to offer constant novelty through changing mix of brands, food stops and organizing different events. This means that another defining characteristic of future shopping destinations will be their flexibility. Spaces will have to be adaptable to a multitude of uses. Public spaces between retail outlets are just as important, as they can bring more footfall to retailers.
Retailers must also embrace the experience economy. In addition to selling their goods in store, they need to reinforce their brand and showcase their products to enhance their online sales.