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The new malls: changing stores, classes and personalized shopping - Walla! Of money

2022-06-12T07:08:54.054Z


In light of the threat of online purchases, malls in Israel are required to upgrade their shopping experience and combine online and offline. We checked out what innovations can already be enjoyed


The new malls: changing stores, classes and custom shopping

The malls and shopping centers took a hit when government restrictions prevented consumers from visiting physically and further accelerated the leakage of online purchases.

Now, the malls in Israel are presenting a facelift to the shopping experience.

We checked out what innovations can already be enjoyed

I have Seville

12/06/2022

Sunday, 12 June 2022, 08:59 Updated: 09:58

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The malls and shopping centers, which suffered a severe blow in the two years of the Corona plague, realized that in order to move forward and adapt to the changes of the period, it was necessary to convey the shopping experience a facelift.



According to the International Economic Agency, ICRA, the malls are expected to recover economically in the coming year, with a 75% increase in profits compared to the same period last year and yet, it is clear to all that online shopping masters are already looking forward to a different experience.



In recent months, malls have placed more emphasis on experience, combining online and offline, offering customized consumption apps and even providing free daily classes, all to create a unique and innovative shopping experience that matches changes in consumption habits.



We went out to check which of these trends can already be enjoyed in Israel.

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The malls enhance the element of experience, for example with the help of daily classes with free admission.

The Seven Stars Mall Herzliya (Photo: PR)

The algorithm that will recognize you

The changes in consumption habits and online shopping have led to a new level of expectations on the part of consumers who expect that just like the online algorithm, their shopping space will 'know them' and be adapted to their needs.



That's why malls are also working to create versions of a customized shopping experience.

For example, the mall apps that encourage feedback, learn with its help to get to know our consumption habits, track purchases, and tailor products and promotions to the customer's needs.

Hybrid shopping allows online purchase and collection from the store (Photo: ShutterStock)

Buy now, pay later

Consumption habits have changed in recent years and many have become accustomed to the convenience of purchasing online, but with this convenience also comes a disadvantage - the waiting time for receipt of delivery.



To encourage consumers to physically go shopping again, malls are offering a new payment method - "Buy now, pay later".

This payment method allows for a short-term, interest-free loan, which is given outside traditional credit facilities.



With the new payment method, consumers can split the payment into four (or more) and without having to wait for a package in the mail.

Buy now - pay later: New payment method in malls (Photo: ShutterStock)

An online guide to a trip to the mall

Maps and guides on touch screens in malls have become commonplace in many shopping malls, but you will be surprised to find out how much technology has evolved recently.



Many malls have replaced the traditional digital kiosk with interactive kiosk technology aimed at enhancing the consumer experience, by installing touch screens throughout the malls.



Visitors have the option of finding each store with just a few clicks, learning about store opening hours and existing promotions, as well as participating in an interactive award-winning experience.

The new interiors of the malls, from custom shopping to payment only after purchase.

North Gate Mall (Photo: okn)

Indoor and original parks within the malls

Out of a desire to provide an experience to the consumer, the malls are introducing a new entertainment model that consists of experiences and not just shopping.

In the Seven Stars Mall in Herzliya, for example, you can enjoy daily classes - including cooking, carpentry and crafts, free of charge.



In the Renanim Mall in Raanana, an indoor "By Park" park recently opened, offering 1000 square meters of games and facilities for children in a wide range of ages, including: climbing walls, mega walls, gyms, trampolines, ninja tracks, ball pools and a video game complex



. In addition, enrichment and fun activities take place to complete the shopping experience for customers or to create comfort for the adults while their children are employed.

Art corner in the Seven Stars Mall (Photo: PR)

Pop-up - changing stores

Malls visits can sometimes be repetitive, as the stores do not change and even the customer base does not change.



The need to refresh and satisfy the consumer's desire for innovation and thrills, has led many malls around the world to create innovation in the form of pop-up stores.

Pop-up stores, which have already become an integral part of the retail strategy, operate for a limited period of time ranging from one day to a few months and are often used to launch a brand or new series.



Through the pop-up stores, the malls seek to meet the growing need to create up-to-date experiences in a world where the threshold of excitement only continues to rise and thus even the regular mall audience can experience the familiar space in a new and refreshing way.

A pop-up store that recently opened in Azrieli malls (Photo: Yachz Azrieli)

Affecting consumption

The expansion of social networks in our lives has led to the establishment of a new generation of celebrities - network influencers, and many companies and brands understand the power of their large Instagram and ticketing accounts and the authentic voices they bring with them.



"The malls use the power of the chain's influencers and build exposure events for stores and products in diverse collaborations, as well as fan meetings, which attract young audiences to the malls to meet their favorite stars from the chain," expands

Yafit

Asher

. While strategically promoting shopping centers.

Pop-up for the network's influencer Etty Kubo at the Ofer Ramat Aviv mall, including a fundraising campaign for the "One in Nine" organization (Photo: Shai Franco)

A unique experience that matches the changes in consumption habits

Odelia Izenkot-Honen, VP of Azrieli Malls Marketing:

"In recent years, more and more developments have been integrated into our lives to improve the service experience and marketing trends in the physical and digital spaces. We work to connect the innovative ideas and developments Integrated, innovative and unique, compatible with changes in consumption and customer service habits, combining special events, a diverse and innovative mix, and special businesses that bring a new line of entertainment to customers.



"" The Azrieli app is used by customers inside and outside the mall, ", Unique and exclusive coupons for them, events, location of stores and businesses, mall services and more alongside the website of the physical malls and the Azrieli Com trade website, which allows customers to buy items from many categories online for one fee and one delivery."

Azrieli Mall in Tel Aviv (Photo: Yachz Azrieli)

The first hybrid mall

The Melisron Group, which owns Ofer Malls, which has about 17 malls around the country, strongly believes in combining a quality physical experience in the mall along with digital tools and solutions that enhance the experience and improve customer service.



As part of this concept, Ofer Malls regularly work on the characterization and development of advanced digital tools, and accordingly, customers are offered a MY OFER app that offers a variety of benefits, and unique discounts in malls, information on events, activities for the whole family in malls and more.



"MY OFER is considered a leading benefits club in the field of malls and consumers usually go into it before going shopping. The app cooperates with all brands and local and international chains in order to bring a real message to the consumer



.

"

: "In the near future, the app is expected to undergo an upgrade that includes new visibility, services and additional content. Online, collecting online purchases without getting out of the vehicle, delivery service to the house from the stores, personal benefits and more. "

My ofer's new app, Ofer Mall, Ramat Aviv (Photo: PR)

  • Of money

  • consumption

Tags

  • consumption

  • Malls

  • Shopping

  • Online shopping

  • Stores

  • shopping centers

Source: walla

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