Shopping Center Business

MAY 2018

Shopping Center Business is the leading monthly business magazine for the retail real estate industry.

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VIRTUAL DESIGN 166 • SHOPPING CENTER BUSINESS • May 2018 connections to the next level. Built-in tech- nology can provide consumers, residents and guests with the ultimate personalized lifestyle and/or shopping and dining ex- perience. From product notifications to let you know a desired item is in stock, to customized alerts regarding new promo- tions or special events, the possibilities are almost endless. Customers could have a coupon pop up on their phone when they walk through the front door of a retailer, or get movie times and restaurant menu changes automatically delivered to their phones. This is curated and customized engagement with a place — made possi- ble by the technology infrastructure that is built right into that place. Remarkably, people aren't just getting information about their surroundings, they are get- ting it from their surroundings. This kind of tech connectivity and convenience is particularly appealing for younger de- mographics, including the coveted and influential millennials. Ultimately, this new virtual architecture is about finding ways to give customers more of what they want — and to make the overall experience more enjoyable and engaging. The potential advantages don't end with consumers. It goes without saying that this kind of technology is and will continue to be a key selling point from a leasing perspective. And owners and operators can leverage archi-tech-ture to develop and manage their centers more efficiently. With the right layers of tech infrastructure in place, it is possible to gather vast amounts of invaluable data about consumer behaviors and preferenc- es. That information can then be used to make informed and strategic decisions about how to give consumers more of what they want. Beacons and proprietary apps can also provide digital tracking and monitoring functionality that gath- ers detailed information about shopping patterns and vehicle and foot traffic. By replacing broad demographic data with customized, highly specific real-world metrics and measurables, owners and operators can gather actionable intelli- gence that allows them to make smarter and more impactful operational deci- sions. Tracking user locations, activities and purchasing preferences, for exam- ple, presents extraordinary opportunities to enhance planning, programming and promotions — and to assist with market- ing and leasing. With this new layer of increasingly so- phisticated virtual design, the need to cre- ate spaces and places that accommodate experiences has been supplanted by the push to create environments that facili- tate them — integrated technology that plays an active and even proactive role in connecting people and places. The result is a newfound ability to engage in what amounts to digitally assisted place-mak- ing: creating more connected, more mem- orable, and more commercially dynamic environments in the process. SCB Simon Sykes is a principal with Design 3 International. Improve Visibility & Safety Increase your NOI Increase Customer Traffic Create an Inviting Atmosphere Reduce Energy Consumption Increase Quality of Experiences Reduce ongoing maintenance Reduce ongoing maintenance Why upgrade LED lighting? to 166W LED ICSC recon

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