Shopping centres of the future: "We need to adapt to the customer's lifestyle"

Shopping centres have become more than just a place to shop. Read about the different types of concepts and services that will be offered at the shopping centres of the future according to the centre managers of two of Norway's most successful shopping centres.

Bilde av eksteriørt fellesareale på Lagunen Storsenter, butikkgate med julebelysning. — LAGUNEN STORSENTER: Norway's largest shopping centre has created an inviting pedestrian zone with exciting eateries.

Offering customers everything in one place

E-commerce presents new challenges, but also opportunities for shopping centres.

Customers are overwhelmed by all the choices. According to the centre managers of two of Norway's most successful shopping centres, it will be crucial for centres to offer customers a social gathering place where they can find shops, services and experiences all in the same place.

Sandvika Storsenter is one of Norway's largest shopping centres in terms of turnover and Centre Manager Kathrine Ingerø believes that a major trend in coming years will be to convert shopping centres into small 'communities' that offer customers everything in one and the same place.

"We will see a greater focus on experiences. Shopping centres need to adapt to the customer's lifestyle," she says.

"We need to offer something that can compete with a screen and can't be bought online."
Tone Havneraas, Centre Manager of Lagunen Storsenter

Focus on personalisation and customers

Tone Havneraas, centre manager of the Lagunen Storsenter, believes that another important trend will be more personal communication and digital solutions.

"It needs to be very easy to obtain information and new and simple payment methods are becoming increasingly available. Customers want to experience convenience to a much greater degree, as well as new service points like 'click and collect', which means placing an order online and collecting it in the shop," says Tone.

Five shopping centre trends that will improve the shopping experience

Everything in one place: Shops, eateries, cultural activities and health services all in one place.
Personal communication and digital development.
New and simpler payment solutions.
More and better channels for customers, such as a website and app in addition to the physical shopping centre.
New and improved service points like 'click and collect' and 'pick-up points'.

Triaden fasade utendørs fra sør kveldsbilde — TRIADEN: The shopping centre in Lørenskog was expanded in 2023 and now includes a trampoline centre and experience concept 'Liv og Røre'.

Urban development with shopping centre as its core

The centre managers believe that we're going to see traditional shopping centres evolve into more urban city centres.

"We're already seeing that the contours of shopping centre development amount to fully fledged urban development projects," says Tone from Lagunen.

As a concrete example, she points out that parking will be underground to retain outdoor areas that allow for activities, meeting places, outdoor food service establishments, markets and concerts.

The Triaden in Lørenskog is a great example of how an entire new district can develop around a shopping centre.

Success depends on more than shops alone

Tone also believes that we'll be able to do 'everything' at shopping centres in the future.

"In addition to a larger number of food service establishments, we're seeing retail combined with apartments, offices and public services. Fitness centres and cultural activities are becoming the focus," she says.

Both the Sandvika Storsenter and Lagunen Storsenter are continuously adapting in order to satisfy customer needs. The centre managers have strong ideas about what it will take to succeed in the years ahead.

"It's important to have a good mix of shops and food service establishments," says Kathrine Ingerø from Sandvika Storsenter.

Inngangsparti til Kundeservice på Sandvika Storsenter — BETTER SERVICE: At Sandvika Storsenter, you can pick up your package, try it on immediately and if desired, return it – all in the same place.

"We have to offer something that can compete with a screen"

Tone Havneraas believes it is important to acknowledge digital developments and give customers a reason to combine online shopping with a shopping centre experience.

"We need to offer something that can compete with a screen and that can't be bought online, namely the possibility to touch, see and feel a product, as well as an inviting ambiance with an excellent selection of eateries." In other words, strengthen the social aspect of shopping centres.

For shopping centres, the challenge is to shift towards new concepts and services: pick-up points with that little something extra, merchandise delivery, pop-up shops and showrooms.

"It's important to invest in digital solutions in order to further develop the centres' websites and have a strong presence in social media", adds Kathrine from Sandvika.

We will see a greater focus on experiences. Shopping centres need to adapt to the customer's lifestyle.
Kathrine Ingerø, centre manager of Sandvika Storsenter

Looking forward to continued development

As the centre managers for two of Norway's most successful shopping centres, Kathrine and Tone are eager to offer customers more and better experiences, and the latter is particularly looking forward to the urban development of Lagunen II.

"It involves an urban structure with urban blocks, streets and urban space. All parking will eventually be underground. A desire for urban development means that more and more new functions will be established in the area alongside retail and parking," says Tone.

The centre manager of the Lagunen Storsenter also believes that a natural development will be more residences, in addition to the cinema, fitness centre and wider range of food service establishments that have been created in recent years.