Not all malls are floundering in the face of Amazon and e-commerce. Westfield is trying to adapt with plans to spend $1 billion on digital upgrades over the next five years.
“We want to upgrade our properties in ways that better speak to the way that consumers want to experience a mall environment,” said Charley Delana, Westfield’s head of brand ventures.
Westfield has replaced older ad formats such as ads on escalators with 450 eye-level digital media screens at 17 of its 33 malls across the U.S. meant to show shoppers relevant messages.
