Check it Out: Same-Day Delivery the Key to Saving Malls?

Omnichannel Strategy
Providing in-store shoppers a better overall experience through the use of technology is the impetus for these partnerships. Brick-and-mortar retailers have come to realize that competing in today's on-demand environment means diversifying their businesses. These four mall operators — which manage over 660 malls, featuring thousands of retailers across the country — are taking the first steps to doing that.

"Our partnership with Deliv is another example of our holistic approach to multichannel retailing and our commitment to support our mall-based retailers’ business strategies through technology while continuing to improve the overall shopping experience," said Ken Volk, chief marketing officer of Macerich, in the Deliv press release. "Same-day delivery is in high demand no matter how a purchase is made, and our malls can be the hub of distribution for in-store and online purchasing, facilitating convenience and immediate shopper gratification."

I'm skeptical that same-day delivery is the answer to years of decline for shopping malls. Can it help, especially during high-volume shopping trips typical during the holidays? Sure, but those events are, for the most part, few and far between. I just don't see much use in having a pair of jeans shipped to my house if I'm already in the store to try them on. I don't have any data to support this theory, but I'd argue the vast majority of consumers shopping in malls walk out with one or two items. It's not the grocery store where you're picking up a week's worth of food.

That said, what these mall operators are doing is admirable. They're not standing by and watching their businesses fade away into irrelevancy; they're taking steps to compete in today's on-demand, omnichannel environment. Whether it's too little too late is a whole other argument.