I have realised over the years that most people are no longer satisfied with simply buying goods and services. They expect engaging experiences and want shopping to be fun.
Entertainment is playing an important role in the customer journey through concepts like gamification and pop-up shops for instance, but it seems that not everyone is taking advantage of this.
Almost everywhere in the world shopping centres are currently revamping or downsizing to survive.
Their future may not include stores as we know today, but increasingly more pop-up retailers showcasing their products or services and the use of mobile and digital technology to enhance the in-store experience.