An investigation about e-commerce integrated with shopping mall ? How can a shopping mall integrate e-commerce?
The shopping mall branch has estimated that the turnover of e-commerce will double within the upcoming ten years (NSCS, 2013). The growth can thus stop for shopping malls and there is a risk that some shopping malls end up being "dead-malls", completely losing their turnover.The thesis starts off with presenting the background for the factors of trade, i.e. e-commerce and shopping malls.This is followed by a presentation of which integration possibilities there are in Sweden today and by examples from the British market. Thereafter follows a section on integration possibilities that shopping malls can use in order to integrate e-commerce instead of regarding it as a threat. This can be done in several ways, e.g. by virtual shopping malls, portals, click and collect, check and reserve, showrooms or a virtual shopping wall. The thesis also considers the question of how one can evaluate integration possibilities efficiently.E-commerce will have an impact on shopping malls and some of these consequences are taken up and discussed. The consequences are amongst others a change in shopping space, rental contracts, tenant mix, the shopping mall visit experience, service, image, multi-channel strategy, lower in-shop prices etc.Then, some of the latest trends are revealed, gathered from a workshop that we organized together with WSP. That workshop was taken part in by some experienced guests within the shopping mall branch, e.g. JLL, Vasakronan, ElinderSten Arkitekter, NCSC and Centrumutveckling.The Thesis is concluded with a vision of how a typical shopping mall will look like in 2025.