# In-Mall Support Brands are making it easier to support businesses located in shopping centers. By [Grace Mahas](https://www.trendhunter.com/Grace.Mahas), VP of Content & Insights | Published Dec 1, 2020 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/inmall-support ## Key Figures - Trend score: 3.0/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 19 to Nov 25, 2020 - Published: Dec 1, 2020 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Simplicity](https://www.trendhunter.com/megatrend/simplicity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the In-Mall Support trend ### 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. ### 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. ### 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. ## What the In-Mall Support trend means for industry ### For 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 for In-Mall Support Trend score 3.0 out of 10, from popularity 50%, activity 30%, freshness 9%. - Popularity: 50% - Activity: 30% - Freshness: 9% ## Examples of the In-Mall Support trend 4 featured examples from Jun 19 to Nov 25, 2020. - [Branded Business-Supporting Shopping Apps](https://www.trendhunter.com/trends/live-by-cf): Cadillac Fairview Debuted the LiVE by CF Shopping App (Category: Business) Implication: LiVE by CF demonstrates disruptive innovation opportunities for retailers to develop customized mobile apps that engage and support their customer base. - [In-Mall Restaurant Ordering Platforms](https://www.trendhunter.com/trends/square-one-food-district): Square One Food District Partners with EasyPeasy Marketplace (Category: Business) Implication: Restaurants can utilize in-mall restaurant ordering platforms to enhance customer experiences and increase sales. - [Curated Back-to-School Shopping Programs](https://www.trendhunter.com/trends/backtoschool-shopping-program): PREIT's Small Surprises Features Stylist-Picked Goods (Category: Business) Implication: 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… - [Branded Line-Reducing Mall Apps](https://www.trendhunter.com/trends/cf-guest-list-beta): The CF Guest List Beta Reduces Line Waits for Efficiency & Safety (Category: Business) Implication: The retail industry is utilizing new technologies to enhance safety and increase efficiency in the shopping experience. ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)