Malls Embrace Technology to Merge Bricks and Clicks

In a convergence of virtual with reality, malls in Virginia and Nevada just launched a social shopping site to drive online shoppers to their local retailers. The website, Shoptopia , bridges the gap between online and traditional bricks-and-mortar stores, says John Dee, president of Denver-based Mallfinder Network LLC .

Denver-based Mallfinder develops and hosts websites, manages email-marketing campaigns and coordinates the delivery of brand and retailer content. It created Shoptopia in partnership with Forest City Commercial Management Inc., owner and operator of the malls where the site debuted this week: Short Pump Town Center in Richmond, VA and Galleria at Sunset in Henderson, NV.

The portal connects shoppers with retailers by merging the convenience of online shopping with “the fun and excitement of an in-store shopping experience,” Dee explains. “It’s a gathering point, a place for people to interact.”