Shopping Centers Today

AUG 2018

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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Page 36 of 59

A U G U S T 2 0 1 8 / S C T 37 T he cellphone's evolution from mere communications device to handheld computer has revolutionized shopping by enabling the consumer to shop prices and order goods online, even when he or she is physically standing inside the store — and from a competing retailer, if necessary. Of course, initially, this challenged the shopping center industry. But today the smartphone and the relentless advance of technology are just as likely to lend retailers and retail center owners an advantage. Many landlords now provide robust Wi-Fi signals throughout their retail centers, giving consumers the bandwidth to use phones to their fullest. Combined with beacon technolo- gy, this also enables retailers to deliver an om- ni-channel shopping experience. Phones now play an integral role in the way retailers and shopping center owners collect demographic information. Researchers are capturing lots of mobile data from these phones about custom- ers' interests, spending patterns and more. Landlords and tenants can mutually benefit from sharing tech tools By Joe Gose Digital Alliance

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