Clicks and Bricks

John Bucksbaum

Zell/Lurie Center Working Papers from Wharton School Samuel Zell and Robert Lurie Real Estate Center, University of Pennsylvania

Abstract: Real estate firms need to embrace the new electronic future and it is at the regional mall that traditional retailers and the Internet marketplace converge. Technological changes adopted by the shopping mall should aim to increase traffic and sales for retailers and give customers greater choice and convenience. Technology increases understanding of the consumer's purchasing profile. Retailers need to establish on-line operations that will combine brand recognition, inventory management, and distribution channels. Broadband services represent the single biggest opportunity for greater productivity and efficiency. These services offer high-speed Internet access, credit card and check approval, marketing chips and inventory information. The modern mall network can boost efficiency as a primary distribution center for e-commerce retailers and will bring e-commerce to individual stores.

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