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Future strategies for shopping center investors & developers in Germany how to compete with e-commerce
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Resumo(s)
Due to digitalization, real estate has been undergoing a profound transformation in recent
years. Following the emergence of e-commerce, the need for a physical representation of
retailers is in question. This has implications for retail real estate properties such as
shopping centers. One central success factor of shopping centers is the offer towards the
consumer – commonly referred to as the tenant mix. This thesis examines potential
implications of e-commerce on the tenant mix of shopping centers. A qualitative research
strategy has been applied, and interviews have been conducted with shopping center
stakeholders such as investors, developers and center managers. Overall findings indicate
that the share of e-commerce resistant tenants and the inclusion of other usage categories
(e.g., hotel, office) in shopping centers will increase. Second, tenant selection criteria
such as the omnichannel capabilities of tenants and the ability to provide experiences
within the store gain significance. Third, central stakeholders believe that the relationship
with the tenants must be more transparent and that the current market environment
requires the exchange of more data between tenants and stakeholders. Finally, critical
views on the future viability of shopping centers are also presented.
Descrição
Palavras-chave
Shopping center Tenant mix E-commerce Comercialreal estate