The State of In-Store Retail 2023:

For the past year, economists and consumers alike have been bracing for a global recession. A pandemic and the resulting inflationary woes have affected all business sectors, with the retail industry positioned to take a significant hit. But despite the fears of an economic downturn – fears which appear to be waning by the day – brick-and-mortar retail is poised for solid growth. New store openings, enhanced shopping experiences, and increased traffic all signal in-store retail’s strength in 2023.

In-store Purchases Continue to Dominate 

The growth of e-commerce makes headlines, but the perception that online shopping dominates consumer behavior is grossly overinflated. While omnichannel shopping is now the norm, in-store purchases still make up 80% or more of all sales. More than half (54 percent) of U.S. consumers say they prefer stores to websites, according to a May 2022 report by the customer engagement platform Emarsys. And even if purchase is made online, a visit to a physical store is likely part of the journey; 76% of online shoppers visit a physical store before buying. Brands have responded by rapidly increasing their in-person presence, as evidenced by the surge of new store openings.

Retail Vacancies at Historic Lows

The biggest U.S. shopping mall owners say retailers are still forging ahead with their plans to open new stores in spite of recession fears. Simon Property Group, the country’s largest owner of shopping malls, reported an occupancy rate of 94.9%, up from 91.8% a year earlier.

Overall, retail vacancies in the U.S. reached a new low of 5.7% in Q4 2022, a level not seen since 2007. Currently, new store openings are outpacing closures at a rate of five to one, the largest net expansion in a decade.

DTC Evolves

Even direct-to-consumer (DTC) brands recognize the advantages of brick-and-mortar experiences, with more and more brands filling up these retail vacancies. Allbirds, Wayfair, Harry’s, Untuckit, and Everlane have all opened physical doors in recent years.

When it comes to location, DTC brands may have once pushed for Main Street retail space in dense, urban centers, but they’re increasingly moving to regional malls, says Amish Tolia, co-CEO and co-founder of Leap, a company that helps find and operate physical stores for digital-first companies. Simon Property Group is one developer working to capitalize on the DTC evolution, announcing a partnership with Leap in late 2022 to bring more DTC brands to its venues. 

Experience is Essential

Today, having an in-store presence requires more than just square footage. Experience is critical for drawing in shoppers and enticing them to return. 

Retailers need to provide something more than just a place to make a purchase – a global survey found that nearly 60% of consumers polled expect over half of retail space to be focused on experience rather than product. To remain competitive, retailers will need to shift their physical presence to surprise and delight rather than simply serve as end-of-funnel sales transactions. Whether it’s Sephora offering makeup application classes or Nike’s in-store sneaker customization studio, brands know that engaging with customers will require offerings beyond merchandising. 

Malls on the Rise

The good news around physical retail is certainly benefiting the state of malls. Placer.ai reports that in January 2023, indoor malls, open-air lifestyle centers and outlet malls saw YoY visit increases of 4.1%, 5.2% and 2.7% respectively. The wider trend of YoY uptick is significant because of economic headwinds. 

Lightbox has seen this rebound firsthand, with traffic to our network of malls hitting record highs. Full year 2022 traffic grew +21% over 2021, reflecting a recovery from the lingering pandemic. More impressively, 2022 traffic pulled ahead of pre-pandemic 2019 by +5%. The ongoing trends of store openings and enhanced experiences will only help draw even more audiences to our venues.

SOURCES:

• • PYMNTS, February 14, 2023: Surge of In-Store Shopping Triggers Rise in New Brick-and-Mortar Locations 

• • Retail Dive, November 22, 2023: Simon, Leap aim to bring more DTC brands to malls

• • Inc.: The Future of Retail Isn’t Direct-to-Consumer. How Brands Are Embracing Stores in 2023

• • The Future of Commerce, Retail trends 2023: Social commerce, personalization, omnichannel shine

• • Retail Dive, February 13, 2023: The beauty of building the in-store experience

• • Fashion Network: Experiential retail economy to reach tipping point in 2025

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Through Lightbox Unlimited Street-Level Video

New York, November 4, 2022 – Lightbox, a leader in digital out-of-home video, and Columbia Sportswear are establishing Omni-Heat Infinity (OHI) technology as the gold standard in warmth through a showstopping digital window front activation.

Complementing Columbia’s national presence on the Lightbox mall network – inspiring shoppers in a buying mindset to gift OHI gear – this buzzworthy window activation further drives mass reach and engagement during peak holiday retail timing. The placement sits steps from the commuter hub of Grand Central Terminal, with its wraparound corner presenting the perfect canvas for Columbia messaging in the heart of Midtown Manhattan. Check out a sizzle reel here.

The execution is part of the Lightbox Unlimited (LBU) offering, which leverages state-of-the-art LED to transform commercial window fronts into oversized, full-motion video displays. Columbia’s particular location comprises a mix of modular LED panels and printed vinyl, forging a true domination effect turning the heads of bustling NYC pedestrians and motorists.

Lightbox Studios ideated and custom-built the “ice melting” video segment to demonstrate the extraordinary warmth of OHI apparel – potent enough to thaw thick ice and appear as pristine as ever. The execution integrates a dynamic weather trigger that prompts the video screens to freeze when temperatures dip, making the comfort of a well-made winter jacket even more appealing to shivering onlookers. And for a truly unique multi-sensory experience, the display includes audio, which emanates synchronized sounds of ice cracking followed by warm, heavenly glows that are audible to passersby. 

Brands across the media landscape are seeing the immense value of eye-level video advertising in real life. By merging engaging and contextual creative messaging with great scale, advertisers like Columbia are sure to make a splash in Q4 and beyond.

Press Contact

Zach Cohen
zach@lightboxooh.com

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With Immersive Trip Builder and 360° Experience

New York, August 26, 2022 – Lightbox, a leader in digital out-of-home video, has partnered with Travel Texas to drive tourism to the Lone Star State through a custom augmented
reality (AR) experience. 

Activated from Lightbox’s nationwide digital video screens, audiences are “stepping into Texas” by entering virtual portals that immerse them in various real-world destinations via 360° sights and sounds – from mouth-watering BBQ joints, to vast caverns, to breathtaking mountain vistas. Check out a sizzle reel here.

The campaign is currently live in malls across the U.S., prompting users to scan an on-screen QR code with their mobile devices to activate the experience. From there, users personalize their itineraries through a trip builder stage before placing portals in their in-person environments. After tapping to enter, users are transported to their selected locales with options to learn more or share to social platforms.

Lightbox Studios custom-built the experience by capturing and editing 360° footage from over a dozen Texas locations, constructing a multi-layered questionnaire, producing voice-over and designing 3D assets. London-based and leading AR studio Zappar wrapped it all within a bespoke web app.

Digital out-of-home companies, like Lightbox, are leveraging AR to converge digital and physical spaces for consumers in high-traffic settings. The resulting products bring brand messaging in physical environments to life on digital devices to expand storytelling, enhance discovery, and drive engagement – all from a simple scan.

Press Contact

Zach Cohen
zach@lightboxooh.com

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Adds 2,800 Locations to Its Retail Media Network

New York, June 29, 2022 – Lightbox, a leader in digital out-of-home video, has expanded its retail media network to include grocery stores nationwide. This new Digital Video Grocery Network joins Lightbox’s national mall assets to further extend its video reach in point-of-sale venues. 

The expansion adds 2,800 supermarkets across the country and 3,000 screens to Lightbox’s retail footprint. Over 100 grocery brands such as Albertsons® and Giant Eagle® have 30” screens located on Redbox kiosks primarily at entrance, while a NYC-centric network – in partnership with Velocity MSC – includes D’Agostino and Gristedes with 31” screens at checkout. The prominent digital video placements are strategically positioned to help advertisers connect with shoppers throughout their retail visit. 

Lightbox’s Digital Video Grocery Network also reaches the Hispanic demographic through El Rancho Supermercado, the leading grocer catering to those communities across Texas.

“Demand for these audiences is very high, and this is something our team has been working on for over a year. We didn’t want to dip our toe in the water, we wanted to go big. This network significantly increases our screen count and delivers a very distinct audience across some of the biggest grocers in the U.S.” says Greg Glenday, CEO of Lightbox. “These are high-frequency destinations – with American consumers going to the grocery store on average 1.9 times per week – and the screens provide an invaluable connection point for advertisers to reach audiences in brand-safe environments. Since we’re already experts in effectively reaching consumers in a shopping state-of-mind via our mall network, the grocery locations are a natural extension of our retail media portfolio.”                                                                                                                                                          

Lightbox’s Digital Video Grocery Network is the company’s latest expansion into environments where consumers shop, work, and play. In addition to its retail media footprint, digital video impressions are available and delivered in WeWork spaces, commercial window fronts, and recreational destinations across the U.S.

Press Contact:

Heawon Yoo, Lightbox 

won@lightboxooh.com

About Lightbox

Lightbox is a leading digital out-of-home video network that leverages technology and creativity to connect advertisers with millions of consumers in the real world. The premium video network offers national scale with hyper-local execution via 8,500  can’t-miss screens in shopping destinations, WeWork locations, and city street window fronts across North America. For more information: www.lightboxooh.com

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ORLANDO―Infuse Digital and Encore Capital Management have announced a partnership with digital out-of-home media company Lightbox to represent the digital display network at Margaritaville Resort Orlando and Sunset Walk Orlando. As part of the multi-year representation agreement, Lightbox will manage media sales for the digital network across both properties, including exterior kiosks, exterior LED spectaculars, roadside LED monuments, LED identification pylons, and other digital assets.

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