Increasingly common in other countries, the concepts of retailment and slow sell are gradually gaining ground in Brazilian shopping malls. Essentially, they represent the fusion of retail and entertainment. This service aims to attract consumers not only with products but with sensory experiences in their stores, such as virtual reality, workshops teaching consumers to maximize the use of products, and attractive new technologies like virtual closets.

This strategy is not limited to the physical environment and can be extended to the digital world, incorporating omnichannel strategies. The goal is not only sales but also building relationships with the brand. For example, Decolar is opening physical stores with exclusive offers for these points of sale.

Shopping malls are no longer just places for shopping; they have become centers for services and events. Conference rooms, lottery services, gyms, hair salons, and supermarkets are becoming more common in such environments.

Shopping malls are adapting to the e-commerce boom, transforming idle spaces into coworking environments, as seen in malls like Ibirapuera, Vila Olimpia, and Pátio Paulista.

Data from the Brazilian Shopping Centers Association (Abrasce) show that 31% of people who visit shopping malls seek leisure, 43% shopping, 21% food, and 5% services. Additionally, Abrasce states that there are 443 million visitors per month.

Numerous shopping operators are proactively acknowledging this trend and adjusting their investment strategies accordingly. In a recent interview with REsource, Marcelo Ferreira Martins, Vice President of Operations at Multiplan, highlighted the company's keen awareness of shifting consumer behaviors. He noted that Multiplan is strategically focusing on multi-purpose developments that transcend conventional shopping experiences. According to the executive, investments in services and entertainment not only enrich the overall shopping environment but also contribute to an upward trajectory in sales volume. Dive into the complete article here!

Two recent concepts have emerged: webrooming and showrooming. Simply put, they are opposites. While webrooming is researching a product online and buying it physically, showrooming is the opposite.

Data from Shopper Story shows that 72% of people visit physical stores before making online purchases. The research also reveals that 48% of consumers like to visit establishments to discover novelties and trends.

“Today, many stores have become mere showcases, while consumers make online purchases, seeking the convenience of delivery and more competitive prices. Many shopping malls are already investing in services, food, and entertainment for the target audience as a way to attract them to the properties,” says Giancarlo Nicastro, CEO of SiiLA.