Research Full Article

UDC 339

Abstract. The article examines the profound transformation of the role of shopping malls in the digital economy and the radical change in consumer behavior. Based on the analysis of global and Russian examples, the key systemic problems of the industry are identified: a steady decline in traffic, increased competition with online retail, physical and moral obsolescence of facilities, as well as a shift in consumer priorities towards obtaining a comprehensive experience [5,9,10]. The paper systematizes in detail modern methods of data-driven analysis of shopping malls, including traffic analysis tools (Traffic Index, computer vision, IoT systems), financial and economic KPIs and marketing research, with an assessment of their effectiveness based on practical examples [6,7,8]. It has been demonstrated that the implementation of these methods leads to measurable business results: increased operational efficiency and profitability, optimization of the rental portfolio, acceleration of strategic decision-making and improvement of customer experience. In conclusion, the main development vectors aimed at transforming shopping malls from simple store aggregators into multifunctional public spaces (community hub) are formulated. These include the reconstruction towards lifestyle formats, deep digitalization, the growing popularity of district centers, the transition to a partner model with tenants, and the integration of sustainable development principles (ESG) [3,4,9]

Keywords: shopping center, shopping mall, retail, traffic analysis, digitalization, reconstruction, lifestyle center, consumer behavior, real estate management, computer vision, big data, ESG.

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