In 2025, shopping centers in the United States are undergoing a real transformation. Although they were recently labeled “dead” due to the rise of e-commerce, they are proving otherwise, becoming hubs not only for shopping but also for entertainment, socializing, and unique experiences. Our team has studied how mall operators use technology to attract Gen Z, families, and everyone looking for more than just purchases. In this article, we will break down key digital strategies that help shopping centers thrive in the digital age.
From Analog to Digital
Modern shoppers want more than just stores. They seek experiences, convenience, and personalization. By 2023, mall foot traffic in the U.S. had nearly reached pre-pandemic levels, and open-air malls even surpassed 2019 figures. What’s the secret behind this? The answer: digital tools. For example, platforms like FatAds help launch targeted ads that attract visitors from nearby areas, increasing foot traffic by an average of 10–15%. This is especially important for malls striving to stand out in a competitive environment.
Digital technologies allow mall operators to analyze customer behavior, optimize the tenant mix, and create seamless omnichannel experiences. From apps with 3D maps to geotargeted push notifications, malls are getting smarter, adapting to customer expectations. For example, centers like The Grove in Los Angeles use integrated apps for restaurant reservations and personalized offers. Innovations like these are turning shopping centers into lifestyle hubs where people spend entire days.
The “Secret” Technologies of Success
But what technologies actually help malls attract customers? In reality, fairly simple ones:
- Mobile apps and wayfinding: 3D-map apps like the SIMON Malls app help visitors navigate, find promotions, and book services;
- Location-based marketing: Geotargeted campaigns deliver personalized offers to customers near the mall;
- Data analytics: Tools like Retail Report analyze foot traffic and customer behavior, helping optimize store locations;
- Experiential retail tech: AR/VR technologies, such as IKEA’s Place App, allow customers to visualize products before purchasing.
These strategies not only attract customers but also increase the time spent in malls, which directly impacts sales. For instance, a well-known report by Placer.ai, published in Forbes, noted that after the introduction of entertainment zones like Surge Entertainment, the average time visitors spent in shopping centers increased from 51–58 minutes to 78 minutes.
Impact of Innovations: Case Studies
Digital innovations are already reshaping the retail landscape, and this is clearly visible in the case of open-air shopping centers, which in 2023 saw a recovery in traffic to 98% of pre-pandemic levels. Operators using data-driven approaches can precisely determine which areas of a mall are most visited and place key brands there. For example, heatmap analytics from Retail Report help identify “hot” zones for placing pop-up stores, increasing conversions.
Another case is the use of location-based marketing. Shopping centers implementing solutions like FatAds send personalized notifications to customers within a 10 km radius, offering discounts or event announcements. According to industry data, this leads to a 12% increase in visits in some malls. Additionally, loyalty program apps, such as those used by HerningCentret in Denmark, boost repeat visits by 20% by rewarding physical presence. These examples illustrate that digital tools do not just enhance the experience but create new opportunities for growth:
| Tool | Application | Key benefit | Estimated Impact |
| Mobile apps | 3D maps, promotions | Improved navigation, engagement | 15% dwell time boost |
| Location-based marketing | Targeted ads, push notifications | Higher foot traffic | 10–15% visit increase |
| Data analytics | Heatmaps, tenant optimization | Optimized store placement | 20% revenue growth |
| AR/VR technology | Virtual try-ons, visualization | Enhanced customer experience | 10% conversion boost |
The table illustrates how digital innovations impact mall performance and confirms that even small investments in technology can yield significant returns.
Digital Adoption Challenges
However, implementing technology is not always a straightforward process. Many mall operators face budget constraints or a lack of expertise in working with analytics or marketing platforms. Additionally, competition with e-commerce giants like Amazon, which offer a “lazy” experience, plays a role.
Fortunately, malls have their own advantages, such as experiential retail (movie theaters, VR zones, food festivals) that attract Gen Z, some of whom value the ability to “touch” products before purchasing. Malls also use social media to share stories about events and local brands, fostering an emotional connection with visitors.
Mastering new technologies is not always an easy task for mall operators, as they must determine which tools work best. For example, some centers started with basic Google advertising, but transitioning to location-based campaigns ultimately brought more traffic — all of this is learned through real experience. Fortunately, industry workshops and partnerships with tech providers like Mappedin help operators adapt faster by offering ready-made solutions for indoor mapping and marketing.
Final Thoughts: It’s Only the Beginning
Shopping centers in 2025 are community hubs where technology and live experiences create the magic of shopping. Our team is confident that operators investing in digital innovations will be the leaders in retail. And it all starts with small steps — launching a mobile app or a geotargeted campaign. The future of shopping malls is already here, and it is clearly digital.
