{"id":13553,"date":"2015-04-28T14:04:14","date_gmt":"2015-04-28T19:04:14","guid":{"rendered":"http:\/\/news.medill.northwestern.edu\/chicago\/?p=13553"},"modified":"2015-05-03T09:35:51","modified_gmt":"2015-05-03T14:35:51","slug":"american-malls-arent-dying-but-they-are-tracking-your-data","status":"publish","type":"post","link":"https:\/\/news.medill.northwestern.edu\/chicago\/american-malls-arent-dying-but-they-are-tracking-your-data\/","title":{"rendered":"American malls aren&#8217;t dying, but they are tracking your data"},"content":{"rendered":"<p>By Taylor Hall, video by Siyuan Du<\/p>\n<p>Retail industry experts say e-commerce won\u2019t be the death of America\u2019s malls, but the digital evolution will be key in ensuring success for the future.<\/p>\n<p>Initial fears over the threat of e-commerce to the shopping mall industry have waned, but with Amazon\u2019s stock up 14 percent after the company reported better-than-expected earnings Thursday, brick-and-mortar retailers are still facing hurdles in integrating e-commerce into their businesses.<br \/>\n<!--more--><\/p>\n<p>The challenge for mall owners is to transform them into a destination for shoppers, said Sarah Alter, chief marketing officer for General Growth Properties, during a panel discussion Friday at the\u00a0Society of American Business Editors and Writers annual conference. General Growth Properties is a real estate investment trust that owns, develops and operates regional shopping malls in the U.S.<\/p>\n<hr \/>\n<p><iframe title=\"Video: Main street fighting back\" src=\"https:\/\/player.vimeo.com\/video\/125954176?dnt=1&amp;app_id=122963\" width=\"800\" height=\"450\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen><\/iframe><\/p>\n<hr \/>\n<p>\u201cThe leading dynamic that has nudged us along this path is the evolution of digital technology that pervades every element of every given shopper\u2019s life,\u201d Alter said. \u201cOn their path to purchase, they\u2019re probably sitting on their couch with a tablet or their phone and Googling \u2018Where should I go to buy them?\u2019&#8221;<\/p>\n<p>&#8220;So for us, we\u2019re not competing against digital technology, but what we need to do is transform that whole shopping experience and bring those two worlds together,&#8221; she said.<\/p>\n<p>General Growth is investing in rebuilding its digital technology, including partnerships with software companies on the development of mobile applications to personalize and streamline the mall shopping experience, Alter said.<\/p>\n<p>The dynamic changes occurring in the retail consumer environment foster the use of metrics and data in new ways, highlighting the potential of beacon technology, which uses WiFi to trace consumers as they shop, said Dana Telsey, CEO and chief research officer of Telsey Advisory Group, a research and consulting firm.<\/p>\n<figure id=\"attachment_13578\" aria-describedby=\"caption-attachment-13578\" style=\"width: 300px\" class=\"wp-caption alignright\"><img decoding=\"async\" class=\"size-medium wp-image-13578\" src=\"http:\/\/news.medill.northwestern.edu\/chicago\/wp-content\/uploads\/sites\/3\/2015\/04\/sabew-logo-300x104.jpg\" alt=\"SABEW logo\" width=\"300\" height=\"104\" \/><figcaption id=\"caption-attachment-13578\" class=\"wp-caption-text\">U.S. business editors met in Chicago April 23-25.<\/figcaption><\/figure>\n<p>Developers are using the technology to determine what stores consumers go into and whether certain stores should be located near each other, she said. Retailers also use the technology to determine what order consumers gravitate toward certain products.<\/p>\n<p>\u201cThe ability to be much more scientific and more exacting can help to drive more full-priced sales and better margins,\u201d Telsey said.<\/p>\n<p>Alter agreed with Telsey\u2019s assessment.<\/p>\n<p>\u201cWe\u2019re using far more data now to target who lives in a general given market, who would be likely to go into a shopping mall, and then target those particular segments,\u201d she said. \u201cAnd we\u2019re using demographic, psychographic, attitudinal data to do a much better job really targeting and personalizing who we think would be that best loyal shopping mall customer.\u201d<\/p>\n<p>Looking ahead, Neil Stern, senior partner at McMillan Doolittle, a retail consulting firm, expects to see trends in digital innovation and data collection continue to increase in retail. He cited MagicBand by Disney as one example. The wristband, sold at Disney theme parks, uses radio frequencies to allow consumers to check into hotel rooms, reserve FastPass for rides and pay for restaurant and retail purchases.<\/p>\n<p>\u201cBut the cool thing about it and the scary thing about it is, all that data that underlies MagicBand,\u201d Stern said. \u201cThey know where you are in the park. They can send people over if one part of the park gets overloaded, they can send more characters over. And again, this is all going to impact malls tremendously because the data is there. It\u2019s sitting in our smartphones. We just have to harness it in a more intelligent way.\u201d<\/p>\n<p>When asked about privacy issues related to use of these data-culling technologies, Alter said that General Growth Properties only tracks consumer data on an opt-in basis.<\/p>\n<p>Stern, for one, is surprised that consumer privacy is not more of an issue.<\/p>\n<p>\u201cI\u2019m always amazed to see that as big [of] a deal as it should be, most consumers don\u2019t care, and particularly if you\u2019re giving them a benefit,\u201d he said.<\/p>\n<div id=\"featurecaption\">\n<p>PHOTO AT TOP: Experts say mega-malls like the Mall of America, which broke ground on a $325 million expansion last year, survive by digitally tracking data on consumer tastes. (<a href=\"https:\/\/www.flickr.com\/photos\/nostri-imago\/\" target=\"_blank\">Cliff<\/a>\/<a href=\"https:\/\/www.flickr.com\/commons\" target=\"_blank\">Creative Commons<\/a>).<\/p>\n<p>This story first appeared on the <a href=\"http:\/\/sabew.org\/\" target=\"_blank\">SABEW conference site.<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>By Taylor Hall, video by Siyuan Du Retail industry experts say e-commerce won\u2019t be the death of America\u2019s malls, but the digital evolution will be key in ensuring success for the future. Initial fears over the threat of e-commerce to the shopping mall industry have waned, but with Amazon\u2019s stock up 14 percent after the [&hellip;]<\/p>\n","protected":false},"author":140,"featured_media":13571,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27,28,436],"tags":[],"class_list":["post-13553","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-general-interest","category-spring-2015"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>American malls aren&#039;t dying, but they are tracking your data - Medill Reports Chicago<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.medill.northwestern.edu\/chicago\/american-malls-arent-dying-but-they-are-tracking-your-data\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"American malls aren&#039;t dying, but they are tracking your data - Medill Reports Chicago\" \/>\n<meta property=\"og:description\" content=\"By Taylor Hall, video by Siyuan Du Retail industry experts say e-commerce won\u2019t be the death of America\u2019s malls, but the digital evolution will be key in ensuring success for the future. Initial fears over the threat of e-commerce to the shopping mall industry have waned, but with Amazon\u2019s stock up 14 percent after the [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/news.medill.northwestern.edu\/chicago\/american-malls-arent-dying-but-they-are-tracking-your-data\/\" \/>\n<meta property=\"og:site_name\" content=\"Medill Reports Chicago\" \/>\n<meta property=\"article:published_time\" content=\"2015-04-28T19:04:14+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2015-05-03T14:35:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/news.medill.northwestern.edu\/chicago\/wp-content\/uploads\/sites\/3\/2015\/04\/mall-of-america.flickr.cliff_.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"960\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"rodgersceci\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"rodgersceci\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/news.medill.northwestern.edu\\\/chicago\\\/american-malls-arent-dying-but-they-are-tracking-your-data\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/news.medill.northwestern.edu\\\/chicago\\\/american-malls-arent-dying-but-they-are-tracking-your-data\\\/\"},\"author\":{\"name\":\"rodgersceci\",\"@id\":\"https:\\\/\\\/news.medill.northwestern.edu\\\/chicago\\\/#\\\/schema\\\/person\\\/edfe9e4de2116616cfc351eb6e029c7b\"},\"headline\":\"American malls aren&#8217;t dying, but they are tracking your data\",\"datePublished\":\"2015-04-28T19:04:14+00:00\",\"dateModified\":\"2015-05-03T14:35:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/news.medill.northwestern.edu\\\/chicago\\\/american-malls-arent-dying-but-they-are-tracking-your-data\\\/\"},\"wordCount\":717,\"image\":{\"@id\":\"https:\\\/\\\/news.medill.northwestern.edu\\\/chicago\\\/american-malls-arent-dying-but-they-are-tracking-your-data\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/news.medill.northwestern.edu\\\/chicago\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2015\\\/04\\\/mall-of-america.flickr.cliff_.jpg\",\"articleSection\":[\"Business\",\"General Interest\",\"Spring 2015\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/news.medill.northwestern.edu\\\/chicago\\\/american-malls-arent-dying-but-they-are-tracking-your-data\\\/\",\"url\":\"https:\\\/\\\/news.medill.northwestern.edu\\\/chicago\\\/american-malls-arent-dying-but-they-are-tracking-your-data\\\/\",\"name\":\"American malls aren't dying, but they are tracking your data - Medill Reports Chicago\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/news.medill.northwestern.edu\\\/chicago\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/news.medill.northwestern.edu\\\/chicago\\\/american-malls-arent-dying-but-they-are-tracking-your-data\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/news.medill.northwestern.edu\\\/chicago\\\/american-malls-arent-dying-but-they-are-tracking-your-data\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/news.medill.northwestern.edu\\\/chicago\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2015\\\/04\\\/mall-of-america.flickr.cliff_.jpg\",\"datePublished\":\"2015-04-28T19:04:14+00:00\",\"dateModified\":\"2015-05-03T14:35:51+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/news.medill.northwestern.edu\\\/chicago\\\/#\\\/schema\\\/person\\\/edfe9e4de2116616cfc351eb6e029c7b\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/news.medill.northwestern.edu\\\/chicago\\\/american-malls-arent-dying-but-they-are-tracking-your-data\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/news.medill.northwestern.edu\\\/chicago\\\/american-malls-arent-dying-but-they-are-tracking-your-data\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/news.medill.northwestern.edu\\\/chicago\\\/american-malls-arent-dying-but-they-are-tracking-your-data\\\/#primaryimage\",\"url\":\"https:\\\/\\\/news.medill.northwestern.edu\\\/chicago\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2015\\\/04\\\/mall-of-america.flickr.cliff_.jpg\",\"contentUrl\":\"https:\\\/\\\/news.medill.northwestern.edu\\\/chicago\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2015\\\/04\\\/mall-of-america.flickr.cliff_.jpg\",\"width\":1280,\"height\":960,\"caption\":\"Experts say mega-malls like the Mall of America, which broke ground on a $325 million expansion last year, survive by digitally tracking data on consumer tastes. 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