The owner of local malls is introducing new innovative methods to lure shoppers back to traditional retail — and the future of the shopping centers could include breweries, outdoor seating, Amazon lockers and art galleries.
Washington Prime Group, which owns and operates the Dayton Mall and the Mall at Fairfield Commons, announced the company is trying several methods to attract shoppers at malls and developments across the nation. This news organization has reached out to Washington Prime Group to see what specific concepts will be featured at local malls.
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The new concepts include:
1. SHELBY’S SUGAR SHOP
Shelby’s Sugar Shops is a new concept that will be located in under-utilized space and in common areas, according to the company. The shop will sell candies like malted milk balls, candy corns and sour worms.
2. AMAZON LOCKERS
Washington Prime has also installed self-service Amazon Lockers at some centers, so that customers can pick up their packages at the mall. The retail group formed a sponsorship agreement with Coca-Cola so the lockers are easy to spot — the lockers are covered in promotional signage for Coca-Cola.
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3. TREASURE TRUCKS
The malls are also partnering with Amazon to bring Treasure Trucks to 28 of Washington Prime’s retail centers. The trucks introduce a new concept of “treasure hunt events and pop-up shops to thousands of … guests across the country,” the company said.
4. BREW PUBS AND A NEW TYPE OF FOOD COURT
Washington Prime is working with Cleveland Avenue, a food and beverage venture capital accelerator, which will provide the retail group with the opportunity to test new restaurant concepts in centers. Cleveland Avenue will also help the retail group find new ways to “rethink the food court.”
Malls are already hosting food truck rallies in parking lots, and inviting local chefs to showcase new menu items.
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5. ART GALLERIES
New event series The Canvas Project invites local artists to create a piece for shoppers to view while they shop. The art is on showcase in under-utilized common are spaces.
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