With fewer customers, create virtual stores and malls of Central removal

The Mall is no longer the same. Pressed by the advancement of online commerce that has changed the way people shop, whether in the physical store, on the small screen of the mobile phone or even mixing various sales channels, the Temple of consumption is reacting to survive. In addition to offering more and more services, space for recreation and convenience, many malls are taking on a new role: begin to become also a species of minicentros of distribution of goods purchased in stores and online in the marketplace, which is the virtual shopping mall, including their own malls. Today half of the shopping centres attached to large industry groups already have digital initiatives and the other half studies have virtual malls, says the President of the Brazilian Association of Shopping centres (Abrasce), Glauco Humai. "This year will be marked by a turning point in the digital transformation of the malls," he says. In two years, 27 million Brazilians will make your first online purchase, points to a Google search. "That's a lot of people and if every year this number increases, we have to react somehow," says Sandesh Chandra, Executive Director of the marketing Group Sonae Sierra Brazil. The reaction, she said, is to bring the digital world to inside the Mall. In may, the company will operationalize the marketplace one of the ten group malls, Parque Dom Pedro, in Campinas (SP). The intention is to have a virtual shopping mall to act regionally, but in the area of influence of the Mall, which covers the cities of Americana, São Paulo, Paulinia, Indaiatuba and Jundiaí. The pilot project distribution account with initial membership of 30 of the 400 shops and gathers various delivery systems. He predicts that the consumer can receive the purchase home, withdraw the merchandise at the Mall in a reserved area or even without leaving the car in a drive-thru. The Group negotiates with a delivery company mounting a distribution centre inside the Mall. Within a year, when the project is in full swing, the intention is to deliver the groceries in 2 hours. "My ' last mile ' (last mile) will be very short. This guarantees a super good when ranking the client looking for where to buy the shortest delivery time, "she says. Last mile enhance the experience in the final phase of an online purchase is one of the biggest challenges of e-commerce, since the delivery time and the freight cost are the major reasons of consumer dissatisfaction. "The malls of the CCP wants to be the last mile of the virtual retail, in addition to a place of shopping, entertainment," says the President of CCP, Pedro Daltro. From 2017, the company created a marketplace for each of the six malls. Today there are 300 retailers that participate in the virtual mall. The goal is to reach 500 this year. Neighborhood With the advancement of online commerce, the officer States that the malls, for being close to consumers, ended up taking over a function: minicentros. "We can't live like retail lived in the old days," he says. Today, purchases made in the marketplace of the malls of the CCP are removed by the consumer at the Mall and that can generate new purchases on impulse. Until now, the virtual malls added, on average, 5% for sales of physical malls. The plan for this year is to start the home delivery system, within half an hour for orders placed by customers who are the five kilometres of shopping malls. Sought, the Shopping Iguatemi, the first from Brazil, reports that intends to release your marketplace until mid-year. The virtual mall will serve the whole country. Rivals are members of delivery company there is no rule to satisfy new consumer shopping journey, which often begins in a social network and ends in the physical store. So the models followed by shopping malls are the most varied. Last week, for example, Multiplan disbursed R $12 million to buy 18.79% of deliveries, Delivery Center. Multiplan followed the path of the competitor, brMalls, which owns 39 shopping malls. In may 2018, brMalls was also a partner in Delivery Center. The company has developed a system of integration of marketplaces, as are several calls in the same stores, online environment that lets you use the malls as distribution centers. "This is a very good solution to assist in physical retail integration with online," says Daniel Pascual, Manager of Digital Innovation of Multiplan. The operation works in BarraShopping and there is a schedule for installation on other 17 malls. It says "soon" all malls will have network marketplace. Vicente Avelar, Director of brMalls, States that the physical retail integration model with virtual turning shopping malls in minicentros, now also followed by Multiplan, involves several entrepreneurs because you need to be a profitable business and dilute costs. "This open platform strategy (with enterprises of various groups participating in) is the winner if you have network effect," he says. Three years ago, brMalls your first project made of e-commerce in the Shopping Metrô Santa Cruz, São Paulo. Today, six group's malls have marketplace. By the end of this year, the company wants to have the same operation in 20 malls. The interaction between the physical and digital retail's latest in malls facing higher income consumers. Since September the Shopping Cidade Jardim, JHSF group, has a marketplace in which consumers can buy online and pick up the product at the Mall or receive the purchase home within 2 hours. Thiago Alonso de Oliveira, CEO of JHSF, explains that the virtual shopping mall increased turning sales and has helped reduce the occupancy cost for retailers. The Group also is studying a virtual shopping mall for Catherine, a discount shopping (outlet), but the template is in testing phase. Brazil despite having been inspired by the American model, the Brazilian malls have more chance to reinvent itself due to the advancement of online commerce, assess analysts specialize in retail. The contrast with the United States, where malls are typically distant from major centers in Brazil, most of the projects are located in points of large flow of people. This facilitates the repagination of the malls. "The shopping seen as Temple of consumption is an old and limited vision. It can be much more, "says Luiz Alberto Marino, managing partner of consulting firm GS & Malls. For Edward Land, President of the Brazilian retail and consumption Society, the advancement of online commerce cannot be seen as a threat, but an opportunity for the Mall take on new functions.