GGP steps into the omnichannel arena

Mall developer General Growth Properties is testing a concept where customers can shop online or in-store at some of its tenant retailers and arrange for same-day delivery or pickup. It’s an interesting case of a mall developer (rather than an individual retailer) thinking outside the box in order to make its properties more responsive. Here’s my recent RetailWire post on the subject:

The desire for “instant gratification” is one of the few roadblocks to e-commerce supplanting brick-and-mortar retail. Same-day delivery is a valuable tool for overcoming that roadblock, and it certainly gives a more concrete meaning to “omnichannel.” (Not to mention that same-day is the “next battlefield” after free delivery.) I applaud GGP for piloting a program that will have its logistical challenges, to be sure, but will especially drive business for specialty tenants of its malls.

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