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San Francisco's Westfield Mall Gets Millennial-Friendly

Unibail-Rodamco-Westfield's Westfield San Francisco Centre

San Francisco's malls are leading the pop-up phenomena reshaping shopping.

Developers such as Westfield and Simon Property Group are turning to these short-term shops in a fight to preserve cash flows as more shoppers venture online for their needs, reports the Wall Street Journal. Westfield San Francisco Centre converted its fourth floor to host pop-ups and co-working space.

Typically, the pop-ups don’t sign multi-year deals. Some enter into short-term leases to augment their online presence. A small physical presence can lower customer acquisition costs, Simon Property president Rick Sokolov told the WSJ.

An established company might also resort to pop-up stores to refresh its brand and connect with a different set of customers by offering new services in a nontraditional setting. [WSJ]

Related Topics: Pop-ups