By 2022, one out of every four U.S. shopping centers could be out of business.
In 2018, the industry saw the largest number of retail store closures in U.S. history while 2019 will be noted as the year of the “everyday consumer,” and by 2022, one out of every four U.S. shopping centers could be out of business. All the while, digital shopping shares have grown and introduced a new type of “direct brand” competitor that is stealing market share from incumbents.
Digital-first disruptors are seeing success because they are marketing-led and are highly responsive to consumer needs, obsessing over every touchpoint with their target audience and are masters at storytelling-putting the story ahead of the product. But how can these disruptors keep disrupting? And what will prove their success? That’s what we’re going to look at today.
The answer to continued success lies in incorporating non-disruptive, organic experiences to not only tell but also introduce their brand story in an authentic way. There’s a disadvantage of being relatively unknown in an already saturated market. Banner ads and pop-ups can be extremely disruptive to the user experience, making it even harder to break through the noise.
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