A few years ago, the thought of digital shopping had brick-and-mortar retailers shaking in their boots.

Fast forward, today, the same retailers are riding the digital wave like pros, tapping into online spaces to reach customers who are always just a click away.

Staying ahead of the game now means embracing tech-driven solutions, especially in the retail sector where malls are reinventing themselves, to catch up with emerging tech realities.

Shopping isn’t just about popping into a store anymore—it’s about convenience, seamless online orders, and the irresistible urge to scroll and shop from the couch. According to Jacobud Visser, the manager of The Hub Karen, this transition is an enabler rather than a threat, complementing the conventional brick and mortar type of shopping.

“There’s a rapid shift and adaptation of digital shops, but in the mall, we’ve seen that this ongoing shift is undeniably transforming the retail sector, and in our experience, we’ve seen that while food traffic in malls remain significant, we’ve seen a rise in customers seeking omni-challenge experiences, looking for both, this includes click and collect, digital catalogs,” he observes.

Visser emphasises that much as this is the case, shoppers still want to feel the texture of the materials and ensure proper fit. “So, it’s omni-channel, they want both. And the challenge for us lies in maintaining a balance between digital advancements and in-person experience for shoppers in the shopping mall that we offer,” he adds.

To make it more convenient for shoppers and retain them, the mall generally has come up with a number of creative ideas that makes it even more convenient for them even as the transition continues to gain momentum.

Visser says retail spaces like The Hub Karen will have to focus on evolving into experiential destinations offering more than just products, but memorable experiences that cannot be replicated online and, in this instance.

“We have just opened The Hub Park, which is a family entertainment centre where people come to experience and it’s totally different to see something online and to experience it in person especially if it’s a group, family coming out to play, to eat at The Hub Park or Hub Foods, Hub Eats, which we’ve got on site,” he explains.

The manager also highlights that they have incorporated virtual reality, augmented reality, AI-driven personalisation, among other technology enabled fun experiences to boost the retail physical retail space. In terms of competition, “Kobus” as most of his team address him, notes that the market is big enough for everyone and that he sees other malls as complementors.

Boosting the business

In fact, their main focus is on boosting the business through quality services to both the shoppers and the retailers.

“We coexist together as they offer different experiences, sometimes to the same customer. I mean, retailers like China Square only add to the variety of options that’s available to customers,” he states.

The hub, offer memorable experiences to families and shoppers looking for global brands and more entertainment, both indoors and outdoors and we have some of the leading retailers in Kenya at the moment, and we are constantly in discussions with new brands that are looking at entering the market, so there has to be a balance and there is absolutely enough space for all these brands to coexist together in the Kenyan market space.”

Additionally, vissers explains, despite the changes being recorded everywhere, more retailers are actually setting up shops at the facility reflecting the projections by the Purchasers Managers Index (PMI) that businesses would be recording marginal growth during the year.

“The PMI is positive, absolutely, but businesses are taking a cautious and optimistic approach towards 2025. Having said that, we are in the fortunate position that in the second half of 2024, we’ve seen six new stores opening and then now for 2025, there are three more stores that have been secured. So yes, there is a positive uptake, although it is cautiously optimistic,” he notes.

However, the biggest challenges that stifles the growth of the sector are e-commerce that they are trying to maintain a balance with and the high cost of doing business.

“These challenges come with opportunities as well, you see the growing trend towards experiential shopping, and that presents us with a chance to create more engaging and diverse experiences for customers. So, this shift is putting us in a position to create what the customer really wants and as the sector evolves, we are positioning ourselves to be agile, innovative, and responsive to new market demands,” Visser explains.

Meanwhile, despite 2024 being reported as one of the most challenging years for businesses due to the social unrest, Visser exudes optimism this year, going forward.

Consumer trends

With 96 per cent of The Hub’s retail space already taken, expansion plans in the works, and a firm grip on consumer trends, Visser is confident.

“We’re here to stay, adapt, and lead. The premier lifestyle destination isn’t just a title—it’s a standard we’re setting.”

And with that, one thing is clear: shopping malls aren’t dying. They’re just getting a high-tech makeover.