According to the executive, one of the main advances in shopping malls over recent years has been the consolidation of a hybrid model that combines e-commerce attributes with the in-person experience.

“In recent years, the sector has evolved into a hybrid model, integrating the best of digital retail into the physical environment. Today we work with qualified data, personalized campaigns, and an ecosystem that connects stores, media, our Benefits Program, and customers. This integration of physical and digital (phygital) boosts sales, increases convenience, and reinforces the mall as an experience destination — something e-commerce cannot replace.”

This strategy is already reflected in the company’s operational indicators.

“Digital is a pillar. Approximately 30% of sales across our malls go through our Benefits Program. This enables us to personalize campaigns, increase customer frequency, and integrate physical and digital journeys within a unique ecosystem.”

Another direct impact of digital transformation is the adoption of omnichannel strategies — a model in which consumers can move between different channels (physical and digital) throughout the buying journey, being influenced by multiple touchpoints until completing a purchase.

“After the merger, ALLOS consolidated itself as an integrated ecosystem that connects stores, media, data, benefits, entertainment, and services. This goes beyond a traditional operation; today we offer a truly omnichannel journey, where physical and digital continuously complement each other.”

Channel integration has also expanded the use of qualified data in physical retail.

“We use qualified data — always in compliance with Brazil’s LGPD — to segment campaigns, personalize benefits, and optimize brand presence. By concentrating sales and behavior information, we can create strategies that increase visits, dwell time, and customer conversion.”

The convergence between physical and digital has strengthened differentiators that e-commerce cannot replicate, especially the experience.

“The marketplace concept has evolved. Shopping malls were already a natural physical marketplace, bringing together brands and services in a single destination. Today, with phygital integration, we expand this into a connected ecosystem that brings together data, media, campaigns, and experience — making the ‘marketplace’ even more strategic.”

Finally, the executive also highlights the growing adoption of online shopping models with in-store pickup, known as BOPIS (Buy Online, Pick Up in Store):

“Models such as BOPIS and pickup points are part of the physical-digital integration trend. The mall already functions as a convenience hub, aligned with the movement toward strengthening services and experiences that connect online and in-person journeys.”