CHICAGO—GGP Inc. has just formed a partnership with Lolli & Pops, Inc., which will open 30 of its stores in the Chicago-based company's national portfolio of retail properties. Brick-and-mortar retail owners like GGP are in the midst of a major challenge from e-commerce providers, and one way of meeting that challenge is to make sure their shoppers have meaningful experiences that are not possible with an impersonal online transaction.

“Our regional shopping centers are the heartbeat of the community,” says Sandeep Mathrani, chief executive officer of Chicago-based GGP, and choosing the right retail tenants will help customers bond with the center. Lolli & Pops sells confections, sweets, and gifts from around the world, and “their philosophy coincides with our mission to provide a fun environment of search and delight.”

GGP owns and operates 127 retail properties in 40 states, and nearly 56% of the US population lives within one hour of one of these centers, he adds. And to create an optimal customer experience, the company makes sure it has a mix of traditional retailers, e-commerce tenants expanding into brick and mortar, dining and entertainment.