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The Coexistence of the Digital Era and the Retail World

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Hamilton Global presents the main findings of its study in a roundtable discussion, conducted for the Spanish Association of Shopping Centers and Retail Parks (AECC), focusing on how shopping centers are adapting to the digital era.

The key conclusions were presented during a breakfast event, featuring a roundtable panel comprising Ricardo Rivero, partner at Hamilton Global Intelligence, Eduardo Ceballos, country head Spain & Italy at Neinver, Luis Lázaro, managing director of retail & logistics at Merlin Properties, and Luis Pires, general manager of Klépierre Iberia.

According to the study conducted by Hamilton Global, 67.8% of respondents had made an online purchase in the last twelve months, and 100% had visited a physical store. Very few had made purchases through only one channel.

Insights from Hamilton Global’s Study in Collaboration with AECC

The study highlights that the impact of this technological transformation is significant and creates a certain sense of uncertainty.

Several trends have been identified, some closely related to e-commerce, such as the satisfaction of immediacy, personalized consumption, or the opportunity to buy at lower prices. Other key factors include the increasing priority of leisure, a growing concern for ecology and sustainability, a trend towards localism and connection with the environment, and a rise in collaborative economy. Additionally, there is a concentration of retailers, with operators returning to city centers with fewer points of sale, but larger ones.

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