The second day of the international trade real estate exhibition MAPIC 2018 has ended in Cannes. During the final sessions, experts discussed the support of customer journey in social networks, trends in Food & Beverage and the integration of art and recreation into emotional retail.

According to Forrester and Deloitte, of all sales , more than a third (37.1%) totaling $1.26 trillion were made due to the influence of digital technologies. Regular online sales accounted for 11.6% ($393.8 billion). According to analysts, by 2020, more than 50% of all sales will be under digital influence. Companies need to actively monitor discussions on social networks today, because 78% of buyers make a purchase decision relying on the experience of other users. You need to start communicating with the buyer by analyzing the data and offering the nearest store via a smartphone.

"Amazon spends every $50 million on similar technologies, while worldwide similar spending amounts to about $1 billion," noted Paulie Barnfield, CEO of Maybe.

The participants of the session "Customer journey in the digital age" told how with the help of technology you can get to know your customer better. For example, to study the preferences of customers through a mobile application as part of a loyalty program: some companies introduce the ability to upload photos to the wish-list, and then offer similar products. Other experts suggest using chatbots, which will eventually turn into voice assistants.

Hammerson's case was presented at the session: the company has developed an online marketplace in which more than 70 retailers have placed their catalogs. People began to make purchases from their favorite brands online, and then pick them up in Click&Collect services in real shopping centers. Sales from purchases made in this way for 4 months amounted to more than 900,000 pounds.

Speaking about food in shopping malls, experts in the field of Food &Beverage discussed the main trends changing the gastronomic landscape. Among them, they singled out online delivery, which is distinguished by high traffic and low costs. It is also predicted that the popularity of dark stores – stores without customers is growing by the type of warehouses in which professional pickers will collect goods, and people will pick up purchases at the entrance or receive home delivery. Local food suppliers will gain particular popularity. "Today it is worth paying attention to small local brands. Local companies are closer to people, this is their value. And when taking over, it is worth competently combining corporate and local models," said Mario Bauer, entrepreneur and consultant, Vapiano. The market leaders will be companies that choose local brands as partners: consumers prefer them to international chains, as they pay more attention to local and organic dishes. In this regard, we can predict the development of deceptive locality: networks will mimic local brands to attract an audience.

"Living in conditions of digital overload, people want to connect with physical places while staying in touch with each other online. Millennials want to have an exclusive product and gain experience that could be posted on social networks. That's why, for example, they are interested in interactive art. So, in 2014, the largest impressionist exhibition was held in the K11 Art Mall. Then 40 paintings by Claude Monet were brought to Shanghai for 3 months. During this period, sales in our mall increased by 40% because people still stayed there to eat and shop. In Asia, shopping malls will not disappear even against the background of the growing popularity of online shopping: art and experience simply become additional reasons for going to the mall. We show culture in shopping malls and make people live by art, creating a brand around it," said Gloria Siu, Rental Director of K11 Concepts (New World Group).

The experts of MAPIC 2018 agreed that shopping malls should become a territory of useful leisure and entertainment, built around culture and history. Now it should be an environment where you can spend a lot of free time without having to shop. The most desirable audience of all retailers - millennials - shows a minimum of loyalty to brands, and you need to adapt to their needs.

Prepared based on the materials of the ADG group.

Photos provided by the organizers.