Category
Business
Assisted Conversion
Trend cluster
Category
In-Mall
Support
Brands are making it easier to support businesses located in shopping centers.
3.0
Trend score
Trend
What is the In-Mall Support trend?
In-Mall Support: The closure of in-store browsing and shopping in several regions due to COVID-19 has prompted shopper centers to create simplified solutions to help consumers shop locally. These include in-mall restaurant ordering platforms and mall-specific curbside apps.
Insight
The consumer insight behind the In-Mall Support trend
The COVID-19 pandemic has dramatically reshaped the economy, with many businesses struggling to survive amid in-person shopping restrictions. Consumers are well aware of this fact, with social media movements urging consumers to shop and dine locally–from local designers and businesses to national brands big and small–to help boost the economy. These consumers are looking to avoid the giant, multi-national retailers and recognize the need to support the businesses in their area.
Trend themes
Themes within the In-Mall Support trend
Three behaviours holding the trend together01
Supporting Local Businesses
The closure of in-store browsing and shopping due to COVID-19 restrictions has prompted the creation of simplified solutions that make it easier for consumers to shop and dine locally, presenting opportunities for retailers to offer localized goods and services.
02
Innovative Shopping Apps
Brands are creating mobile apps that prioritize efficiency, safety, and customer experience to make shopping easier and safer for consumers, presenting opportunities for app development companies and retailers.
03
Omnichannel Experiences
Malls are beginning to explore omnichannel approaches that bring together physical and digital retail, aiming to create new streams of sales and customers for stores, and presenting opportunities for retailers to expand their reach using digital channels.
Industry implications
What the In-Mall Support trend means for industry
Where the trend changes the playbookFor
Retail
Retailers need to adapt to changing trends and consumer behaviors to ensure they stay competitive and meet the needs of their target market.
For
Technology
Technology companies can create innovative solutions that make shopping and dining experiences easier and more efficient, helping retailers to strengthen their relationships with customers.
For
Hospitality
Hospitality businesses such as restaurants in malls need to explore new ways of reaching customers and providing their services, such as through online ordering platforms and home delivery.
Workshop question
How can your brand make its products or services easier for consumers to support amid fluctuating shopping restrictions?
Trend signals
Trend signals for In-Mall Support
Trend score 3.0 out of 10, from popularity 50%, activity 30%, freshness 9%.
Popularity50%
Activity30%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the In-Mall Support trend
4 featured examples from Jun 19 to Nov 25, 2020CategoryBusiness
Branded Business-Supporting Shopping Apps
Cadillac Fairview Debuted the LiVE by CF Shopping App
LiVE by CF demonstrates disruptive innovation opportunities for retailers to develop customized mobile apps that engage and support their customer base.
CategoryBusiness
In-Mall Restaurant Ordering Platforms
Square One Food District Partners with EasyPeasy Marketplace
Restaurants can utilize in-mall restaurant ordering platforms to enhance customer experiences and increase sales.
CategoryBusiness
Curated Back-to-School Shopping Programs
PREIT's Small Surprises Features Stylist-Picked Goods
Disruptive innovation opportunity: Transforming the retail industry through innovative back-to-school shopping programs that cater to the preferences and needs of students and the…
CategoryBusiness
Branded Line-Reducing Mall Apps
The CF Guest List Beta Reduces Line Waits for Efficiency & Safety
The retail industry is utilizing new technologies to enhance safety and increase efficiency in the shopping experience.
