ATLANTA—Because of the population influx in urban cores, retailers are much more focused on in-town locations. So says Ray Uttenhove, executive vice president and market leader, at SRS. SRS is handling the leasing for 586,000-square-foot Town Center in Midtown Atlanta that's part of Atlantic Station.
"Atlanta has had to transition away from vehicle-dependent power centers, and embrace pedestrian-friendly mixed-use developments that offer a variety of experiences," Uttenhove tells GlobeSt.com. "In 2016, retailers will look to further optimize their market footprint."
Uttenhove is also betting retailers will do more to enhance the brand experience. She points to Athleta at Atlantic Station, which leads yoga classes in the park, as an example. She expects retailers to flock to locations that host events and offer public space for the retailer to activate with its own brand-aligned experiences whether a wine tasting, fashion show or fitness class.
"In 2016, another key for retailers will be to further integrate e-commerce with brick and mortar stores," Uttenhove says. "Both are necessary to satisfy today's shopper."
As she sees it, stores now serve many functions to cater to an extremely educated consumer. Consumers are often researching products on the website or social media, looking for the latest deals.
"The 2016 retailer will ensure the shopper has expanded opportunities," Uttenhove says. "They will make a way for customers to shop in store, online, shipping accommodations, events, brand-aligned experiences and more."
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