Malls deal with online competition

Foreign malls that do not intend to lose the war against online sales have developed a leisure-commercial offer. Without a doubt, the quality of the experience visitors can find will be one of the key success factors. People who come to the mall will look for experiences of leisure, family life, enjoyment, where the act of purchase is just one of the aspects to take into account. Sergio Torassa, a professor of the IDE Business School, analyzes the issue in an academic article. The interesting thing is that the strategy to which Torassa refers is also practiced in Ecuador, without implying that the international problem is happening here.

Torassa explained that malls have to take advantage of new technologies, using them as a great ally to improve communication with customers.

“Shopping centers do not close in Ecuador and virtual purchases are still small. But we are not isolated from the world and without having the problem in national territory, the malls plan fun activities for the whole year,” said Leticia Garcia, marketing manager of Mall del Sur. (I)