Mall landlords are using technology to keep tabs on customer movements and spending habits as they fight to stay relevant in the age of online shopping.

Owners use the data to better arrange tenants and layouts, creating a seamless experience that customers can enjoy. Technology also allows landlords to send shoppers personalized advertisements after examining data on their social media accounts, the Wall Street Journal reports. And a recent survey revealed that it is working — 39% of shoppers said they would visit a store more often if they received personalized advertisements showing them items they are interested in buying, according to an International Council of Shopping Centers survey conducted in February.

Other landlords are getting even more creative, using mobile games to interact with consumers and, after the shopper agrees to a privacy policy, record data on their shopping habits. While most experts agree it is becoming increasingly important for mall owners to analyze customer data, some believe the industry has yet to find the best way to use it.