In part one of the e-commerce series, we discussed the strategies web-based businesses are using to win over clients from brick-and-mortar stores. In part two of this series, we will talk about the techniques that shopping malls are using to combat the rise of online retail. E-commerce has the potential to reduce traditional stores and malls’ revenues by offering a number of conveniences, such as the ability to buy from virtually anywhere, exclusive discounts, and same-day shipping. Mall developers have responded to this trend by building “lifestyle centers,” creating a novel experience, and participating in e-commerce themselves, among other strategies.   

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