http://www.theglobeandmail.com/report-on-business/industry-news/marketing/online-shopping-forces-malls-to-evolve-and-keep-customers-coming-back/article20777568/

These days, with the increasing growth of technology, online shopping are more and more popular. Indeed, there are a lot of advantages of shopping at home with a computer. It is convenience. You don’t have to go outside. You can just sitting in the couch and the Courier will deliver your good to your place. Because of that, many Local mall are in danger of disappearing. Many malls are introducing entertainment  component into the malls to be more attractive, and plan to Repurpose space to satisfy people’s needs and, all of them are costly.

Online shopping definitely reform the business, but there are also many things that Malls should take advantage of. Shopping with friends is a good way to strengthen relationship between them. You can exchange your view of fashion with each other; you can share what’s going on in your life; You can complain about your annoying boss…… I think many people would like to go shopping with someone close to us. The purpose of shopping is not buying thing, but communicate with others. Therefore, only introduce the clothing shop is not enough. We can think about introducing cinema, Karaoke, and some special cafeteria. In that case, Malls not only increase revenue but also appeal more customers to consume.  It is also a good way to raise the position in customers’ mind. People are more willing to consume in this place because they have wide range of way to have fun.

Sometime a specific store with good reputation could have driving effect to the whole mall. After people get what they want from that store, they might be willing to spend a little more time on wandering around the whole center. Therefore there is another way to gain popularity is to introduce the most fashion, most popular brand into the center.