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Scandinavian malls are going online



Shoppers will select goods from different stores in the mall on one website and then pick them up conveniently.
Kista Galleria

Citycon, which operates about 40 shopping centers in the Scandinavian countries and Estonia, begins to develop a new shopping model. The attraction of online trading opportunities is expected to help solve the "last mile" that retailers face acutely. We mean to reduce costs and improve the convenience of delivering goods at the last stage, directly to the buyer's home. 

The shopping system currently being developed by Citycon will meet the click-and-collect format. Shoppers will be able to shop online, choosing from all the malls' offers, which are dozens and sometimes hundreds of retailers, and then pick up the goods themselves at a convenient location. Thus, the company is working to combine many stores' interests and efforts into a single concept. The new system will differ from the simple points of self-acceptance of individual sellers' orders in that it will begin to rely on a systematic approach and will serve as a kind of aggregation of demands from many retailers. 

Citycon began work on the new concept during the pandemic when each of the shopping centers began to open order pickup points. Now, the company intends to take the project to a new level and completely redesign the concept of Citycon.

Citycon started working on the new concept during the pandemic when each shopping center began to open order pickup points. The company intends to take the project to a new level and thoroughly review the usual ways of organizing e-commerce. According to Scott Ball, CEO of Citycon, online commerce "is going to be a long time," and "we have a real opportunity to play on this and be the answer to the problem of delivery on the last mile. 

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