Today, forward-thinking brands need more than just space; they need a true retail partner that is expert at driving sales in a multi-brand environment. This is the golden age of shopping centers. For decades, their strength was bringing brands together under one roof, but now, with the arrival of artificial intelligence, their greatest superpower is revealed: the ability to understand and act on cross-brand customer behavior in ways that no single retailer, and no e-commerce giant, can get close to.
THE MOMENT IS NOW
For years, e-commerce has enjoyed an advantage by harnessing data to target content. Yet shopping centers have something far richer: a panoramic view of how millions of people interact across categories, brands, and experiences. Until now, that data has remained largely dormant, but now the door is open to deliver truly personalized shopping experiences. AI changes the game. It transforms the mall into a real-time growth engine, able to engage shoppers while they are on-site, influence decisions in the moment, and deliver insights that shape long-term brand success.
But too often, this superpower remains unused. Many centers still rely on generic newsletters when they could be engaging every shopper in a natural, personalized conversation. It is like keeping your best player on the bench. The opportunity is not just to join the digital age but to leapfrog it.
BEYOND SQUARE METERS
The true value of a shopping center lies not in square meters of retail space, but in its ability to reveal and act upon shopper intent. Only the mall can identify:
- Customers who shop in a category but not yet with a specific tenant.
- People who search for brands, trends, or products even before they arrive at the mall.
- Cross-brand patterns that highlight untapped opportunities for everyone
Armed with this knowledge, the mall can help retailers drive discovery, connecting them with new customers they would not have found on their own; it can highlight great offers and rewards; and it can keep people coming back time and time again for that real physical shopping experience.
LEARNING FROM THE LEADERS
The most successful outlet operators have been practicing this philosophy for decades. They have long understood that their role is not simply to provide space but to be genuine growth partners to their tenants. Now, the wider retail real estate sector has the chance to follow their lead, with AI providing the rocket fuel to scale this model.
CONIQ’S ROLE
At Coniq, we have fully embraced this AI revolution. With 15 years of experience, data from over 30 million shoppers, and operations spanning 120+ malls in 25+ countries, our platform turns cross-brand customer intelligence into real-time action, allowing centres to personalise at scale, share insights with tenants, and deliver measurable sales uplift across the asset. This doesn’t just benefit one brand; it raises the performance of the entire ecosystem.
“Coniq has truly embraced this AI opportunity by launching its Coniq Intelligence suite and the world’s most advanced AI Concierge product for shopping malls.”
SEIZE THE MOMENT
The future of retail real estate will be determined not by the size of the building, but by the intelligence it generates and the partnerships it fosters. Shopping centres are uniquely positioned to be the growth partners that brands need most. AI has unlocked the door, but leaders must choose to step through it. This is a remarkable time to be a mall operator. The opportunity is to evolve from landlord to superpower and become the essential platform for growth amongst your retailers. The message is simple: don’t wait. Seize the moment
Ben Chesser
CEO of Coniq
