Mall Operator Gives Online Retailers a Spot With ‘In Real Life’ Shop

by Daphne Howland

Dive Brief:

General Growth Properties is amping up its retail operations with a “living lab” dubbed “In Real Life,” in partnership with retail pop-up architecture company The Lionesque Group. The concept is “an immersive shopping experience that fosters the human connection between you and brands in today’s digital age within an omni-channel storefront,” according to GGP’s Chicago-based Water Tower Place website.

It’s essentially a store that allows e-commerce retailers to serve mall customers. Participating retailers, which will also have access to data compiled from the brick-and-mortar visits, must be ready to drop-ship orders because inventory won’t be held on the spot, according to a report from Glossy.

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