Aparna Pujar talks about malls of the past are being replaced by high-tech, experiential strip malls so they can revitalize communities and vice versa.

1. STRIP MALLS USE TECH
TO BUILD COMMUNITY
Retail and Revitalization:

2. PRESENTED BY
APARNA PUJAR
Founder and CEO,
Enfavr

3. malls have acted as the backdrop for
communities throughout America. As de
facto “town centers”, these downtown
destinations brought people together
for communal activities and
entertainment purposes. But the digital
era changed the way cities, businesses,
and people operate on a global scale. In
retail, e-commerce disrupted traditional
modes of shopping, leaving
communities marginalized and in need
of spaces for interpersonal interaction.
FOR MORE THAN
60 YEARS,

4. e-commerce has signaled for local
communities across the globe, shopping
centers (also known as strip malls), in
particular, are better positioned to
harness the power of community by
reinventing themselves into lifestyle
centers with emerging technologies like
artificial intelligence, virtual reality, and
big data.
DESPITE THE
DISENGAGEMENT

5. advanced tech tools, their unique value
proposition should focus on one major
principle: community. In the future,
local shopping malls will lead the way as
high-tech, community epicenters for
local consumers who will, in turn,
provide stability for local culture and
business.
WITH THE
HELP OF

6. REBUILDING LOCAL STRIP
MALLS AS EXPERIENTIAL &
COMMUNAL DESTINATIONS

7. often created the mass appeal to
generate long-term impact that
improves the economic stability and the
socialization of neighboring
communities. With the advent of e-
commerce, the disappearance of malls
could potentially disintegrate
communities because they have no
communal hub to coalesce. The success
of local shopping centers directly affects
the health of the local communities and
economies surrounding them. In
addition, experts predict outdoor
shopping malls and centers are
positioned to succeed as long as they
create a sense of communities that off
higher-quality experiences.
MALLS OF THE
PAST

8. states in its Shaping the Future of Retail
For Consumer Industries report, the
physical store will remain a channel that
offers the most revenue for the majority
of multichannel retailers at least until
2026. But the report also indicates that
physical retail stores will need to
reshape their value propositions from
pure distribution channels to platforms
for “discovery, engagement, experience
and interaction.”
THE WORLD
ECONOMIC
FORUM

9. are better situated to directly respond
to community needs and build upon a
greater sense of hyperlocal behaviors
and expectations. They’re geographic
proximity, ability for personalized
service, and reach within the local
economy provide the keys to keeping
up with global competitors like Amazon.
The differentiator continuously relies on
the power of building communities.
STRIP MALLS, IN
PARTICULAR,

10. of CBRE, Christian Williams, mentioned
in 2017 that the performance of inline
strip malls remains extremely positive
and ranks only second in retail after
high street opportunities. However, the
shifting demands of retail need to take
into account how shoppers use digital
tools and how it can empower local
consumer choices to drive people to
their stores.
THE SENIOR VICE
PRESIDENT

11. DIGITAL STORES HARNESS
THE POWER OF COMMUNITY

12. ordinary strip malls into living
community centers which help
community interaction thrive. According
to a KPMG Global Retail Trends 2018
report, AI will gain more importance in
retail, using machine learning so
businesses can manage customer
management and improved data
analytics to discover and enhance
information about customer needs and
trends.
TECHNOLOGICAL
UPDATES CAN
TRANSFORM

13. high tech to create a new vision of
convenience. Realtor Magazine
indicates how shops are utilizing AI to
offer interactive features like
touchscreen mirrors with automated
fashion suggestions. The mirror’s
interface can also provide information
and text details of the item to the user’s
phone for them to make future buying
decisions.
BUT RETAIL
SPACES ARE
USING

14. are using AI to offer better behavior
economics principles to personalize the
e-commerce shopping experience. Their
platform features optimal pricing offers
and incentives to each consumer, based
on patterns of their shopping behavior
within current and past shopping
excursions.
COMPANIES LIKE
PERSONALI

15. creating an equal playing field for
traditional retailers through AI apps that
adjust prices automatically according to
non-store data like competitor’s deals,
weather and local events. For example,
Wise Athena’s app identifies data from
competitor’s products through different
category, region, and retailer segments.
With the use of AI-enabled and big data
apps, stores can help appeal to the
interests and needs of locals to harness
the power of community.
OTHER STARTUPS
ARE

16. A UNIQUE VALUE
PROPOSITION

17. are creating differentiated customer
experiences due to the choice overload
created by online retail. For example,
“search results burn” occurs when
consumers search for items online, but
are left more confused about which
products to buy due to the overload of
information. Increasing the value
proposition of community within local
stores is a way to combat choice
overload that comes with online
shopping.
BRICK AND
MORTAR RETAIL
STORES

18. are creating differentiated customer
experiences due to the choice overload
created by online retail. For example,
“search results burn” occurs when
consumers search for items online, but
are left more confused about which
products to buy due to the overload of
information. Increasing the value
proposition of community within local
stores is a way to combat choice
overload that comes with online
shopping.
BRICK AND
MORTAR RETAIL
STORES

19. use chatbots to create that “sense” of
personal touch. However, physical
stores can not only utilize AI and big
data so local shoppers can access
information, but store workers also help
provide more hands-on support while
providing personal interaction during
the shopping experience. Ultimately,
personal interactions can go a long way
in establishing a loyal customer base.
ONLINE
SHOPPING SITES

20. located in these spaces can also utilize
pop up shops and events. Mixed with
revelatory features like AI-enabled
customizations, location-based VR
entertainment, and big data analytics,
consumers will find personalized
experiences and products that they
can’t find online. As a result, these
centers create a demand that builds a
strong sense of excitement that attracts
diversity and creates a local identity.
With this heightened appeal, consumers
will focus on these retail districts that
allow them to help support local
businesses and each other.
STRIP MALLS
AND THE MOM
AND POP
STORES

21. say that trends will continue to stabilize
in retail with the adoption of such
technologies because they deliver
personalized experience with the
support of real people in brick and
mortar stores. Just as technology has
helped form the downfall of the
traditional mall, it can also help retail
spur the rehabilitation of local
communities. They can reap more
benefits as strip malls increasingly
change into the lifestyle centers that
offer valued community interaction and
unique retail experiences. In essence,
the strip malls of the future will build a
high number of touchpoints for people
— and where communities thrive,
businesses can too.
SHOPPING
CENTER OWNERS

22. APARNA PUJAR
Recognized for her solution-oriented thinking and energetic leadership style, Aparna
Pujar has created a dynamic career as an entrepreneur, product visionary, and
technologist. With a career spanning over 20 years in business, engineering, and
product leadership roles, Aparna has brought world-class products to technology
companies focused in areas such as media, healthcare, and retail and in her current
role as the CEO and founder of Enfavr.
www.aparnapujar.com