Canadian mall owners forced to compete with online sales

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Cadillac Fairview Corp. will be doubling its market spending, says John Sullivan, chief executive officer. The decision comes as part of an effort for malls to offer more digital attractions and in-store entertainment for customers.

“We will put a fairly significant investment into an entertainment component in many of our malls,” Sullivan told the participants of the International Council of Shopping Centres conference.

According to eMarketer, e-commerce in Canada is estimated to make up 8.2 per cent of total retail sales by 2018. Canadian Tire’s Sport Chek offers digital screens and interactive displays at their flagship stores to reel customers in. American Eagle Outfitters recently offered a 25 per cent discount for its app users, which received criticism due to the low Wi-fi signal at a mall store. CJ

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