Personalised Shopping Will Dominate the Market

08.13.2024

Autor: OmnichannelNews.pl

**How Are Retail Property Managers Responding to Rapidly Changing Consumer Behaviours?** – In an interview with *OmnichannelNews.pl*, Iwona Gembiec, Managing Director at IMV Polska, shares her insights.

**Over the past few years, we’ve observed significant changes in consumer shopping behaviour. What are the key trends you see in the evolution of retail business models?**

**Iwona Gembiec:** Everything around us is changing at lightning speed. There are an incredible number of changes, driven primarily by the rapid advancement of technology. Not long ago, we didn’t realise how deeply AI would influence our business. But thanks to it—and advanced data analytics—our tenants can now predict customer needs and deliver products and services at exactly the right time.

I’m confident that personalised shopping will dominate the market, and customer service in stores will become so finely tuned to preferences that it will feel like shopping with a close friend or personal stylist.

**Let’s talk specifics. How can modern tools and available data be used to personalise the shopping experience?**

Let me give you an example. Imagine it's summer, but the weekend weather forecast isn’t great. Using email campaigns and promotions, we can encourage tourists in the area to spend their time in our shopping centre. It’s about properly targeting ads and personalising marketing messages.

**Knowing customer profiles helps offer them exactly what they need.**

Exactly. By gathering data on shopping history, preferences, and customer journeys, we can build interest profiles and then send them relevant information. For instance, someone who frequently buys cosmetics gets updates on current promotions in beauty stores. Meanwhile, a customer interested in sports receives alerts about discounted event tickets or sports equipment sales.

**Interesting vision. So technology will be a key driver for the future of retail. What does omnichannel strategy development look like in terms of integrating online and offline channels?**

Integration of online and offline channels will become the standard. Customers expect seamless transitions between different shopping modes. Flagship showrooms and pop-up stores will play a key role, allowing shoppers to physically experience products before buying them online. Shopping centres will invest in technologies that support this integration—like click-and-collect systems, interactive screens, and mobile apps.

**Seamless integration is a major challenge. What other technologies will shape the future of retail?**

Augmented Reality (AR) and Virtual Reality (VR) will be widely used to create immersive shopping experiences. Shoppers will be able to virtually try on clothes or visualise furniture in their homes, increasing engagement and satisfaction. According to the *Future of Marketing Institute*, AI and smart glasses will enable instant purchases by identifying products and making transactions through simple gestures.

**New technologies aside, sustainability is a major trend. How is growing environmental awareness influencing consumer choices and retailer strategies?**

Significantly! Second-hand products and recycling programs are gaining popularity. Retailers must adapt their strategies to meet customer expectations around sustainability. This includes introducing eco-friendly practices and offering sustainable products. Deloitte highlights that consumers increasingly expect stores to offer green products and engage in sustainability efforts.

**That certainly requires flexibility from retailers. What are the biggest challenges and changes shopping centres must prepare for?**

Shopping centres will increasingly invest in technologies that support interactive shopping experiences—like Wi-Fi, beacons, and interactive kiosks. Technology will become an integral part of managing retail properties, allowing real-time data collection and offer personalisation. Spaces will need to become more flexible to support formats like pop-ups and flagship showrooms. Sustainability and energy efficiency will become the norm, and shopping centres will need to evolve their business models to attract and retain customers.

According to the Polish Council of Shopping Centres (PRCH), by the end of 2025, over 1.2 million sqm of modern retail space will be developed in Poland, including 136 new retail properties, most of which will be retail parks. PRCH also highlights the growing popularity of mixed-use developments that combine retail, office, and residential functions—responding to evolving consumer needs. What’s your view on this forecast?

The integration of mixed-use facilities is one of the pillars of IMV Polska’s strategy. A great example is Galeria Rumia, which we manage and where we are focusing on combining art, entertainment, education, and retail. We’re planning numerous cultural, artistic, community, and shopping events to attract both locals and tourists.

Through our collaboration with Rumia City Hall and the Municipal Cultural Centre, Galeria Rumia has hosted many inspiring projects. One of them—the Cultural Stage—is already well known. It’s an initiative that has attracted media and market attention. But that’s not the end... we’ll share more details soon. I can say this much: our goal is not only to attract customers, but also to create a space that celebrates creativity and innovation.

**You’ve certainly piqued my interest. We’ll look forward to those updates. Back to the topic—how will these changes affect retail property management companies?**

Well, the only way forward is to understand the changes happening in the market and adapt to the new reality. We will become more like our customers—more tech-driven and more sustainable.

**And how is IMV Polska putting this approach into practice?**

IMV Polska is actively preparing for the future by investing in modern technologies and developing our properties to meet customer expectations. We’re planning to implement advanced data management systems. We're also focusing on making retail spaces more flexible, allowing us to quickly respond to changing tenant needs. Additionally, we prioritise sustainable development by applying eco-friendly practices across our properties—something that’s vital both for our clients and for the future we all share.