About Mallplaza and its Relevance
Mallplaza, a Chilean retail holding company’s subsidiary, is aggressively capitalizing on available spaces in its shopping malls across Chile, Peru, and Colombia to offer last-mile delivery services. The company, led by Christopher Banfield, the Strategy and Innovation Manager, is adapting to evolving consumer behaviors driven by digital advancements.
Adapting to Changing Consumer Behavior
Banfield highlighted the shift in consumer behavior, stating, “Historically, customers would visit malls to shop. However, we observe that new channels are constantly changing this behavior. From e-commerce to marketplaces and mobile apps, the future may bring the metaverse.”
Initially perceived as a threat to physical retail, Mallplaza embraced an omnichannel approach. One of their initial steps was to identify opportunities in click-and-collect services and minimize the friction associated with them.
Click-and-Collect Services
Mallplaza developed a system enabling all its tenants—ranging from large brands to digital sellers and marketplaces—to offer customers the option of online purchasing and in-mall pickup. This allows consumers to aggregate their purchases from various stores and collect them at a single location.
Mallplaza acts as a custodian of these products and subsequently delivers them, effectively turning its malls into mini distribution centers for both physical and online retailers utilizing their network of shopping centers.
Impressive Growth in Last-Mile Delivery Services
During 2024, Mallplaza managed over 2.2 million online packages through these services, with a total value exceeding $91 million. The company operates in Chile, Peru, and Colombia, though the omnichannel service is not yet available across all its locations.
Market Performance
Colombia has seen the successful installation of these points in all five shopping centers operated by Mallplaza. In Chile, with 17 malls spread throughout the country, the company offers this service in half of its capacity, aiming to cover all 37 malls.
Key Questions and Answers
- What is Mallplaza and its significance? Mallplaza, a subsidiary of the Chilean retail holding company Falabella, is leveraging available spaces in its shopping malls across Chile, Peru, and Colombia to offer last-mile delivery services.
- Why is Mallplaza adapting to changing consumer behavior? Initially viewed as a threat, Mallplaza embraced an omnichannel approach to adapt to evolving consumer behaviors driven by digital advancements, such as e-commerce and mobile apps.
- What services is Mallplaza offering through its malls? Mallplaza offers click-and-collect services, enabling customers to purchase online and pick up their items at designated mall locations. This service aggregates purchases from various stores, turning malls into mini distribution centers.
- How successful has Mallplaza been in implementing last-mile delivery services? During 2024, Mallplaza managed over 2.2 million online packages, with a total value exceeding $91 million across its operations in Chile, Peru, and Colombia.
- Which markets have seen the most progress in implementing these services? Colombia has successfully installed these points in all five shopping centers, while Chile aims to cover half of its 37 malls with this service.
