In the last 10 years, Lar España has been a key player in the transformation of the retail sector, marked by a context of digital innovation and changes in consumer habits, intensified by the development of new technologies and e-commerce. Shopping centers have evolved into spaces that offer much more than a simple shopping experience. They have become places where leisure, culture, gastronomy, and entertainment converge, having anticipated and adapted to the preferences and needs of each customer.
In this scenario, innovation emerges as a fundamental tool to differentiate, create value, and build loyalty among both tenants and end customers. However, innovation not only involves incorporating technological solutions but also developing a digital culture that engages all stakeholders in the sector: operators, investors, employees, and users.
In this regard, Lar España serves as an example, a company whose business model focuses on the innovation and digital transformation of its assets. It has a demanding digital agenda that revolves around four pillars: inspiring, implementing, practicing, and monitoring disruptions. These pillars allow the company to understand technological trends and existing opportunities, evaluate and implement innovative solutions, develop digital competencies within its teams, and measure the impact of various initiatives.
Over the past 10 years, Lar España has also undertaken innovation projects with the goal of enhancing the experience for its end customers during their visits. This includes the development of personalized, intuitive, comfortable, and secure services. One such initiative is the loyalty program “El Club de los Disfrutones,” allowing end customers to access promotions, events, and exclusive services for a better experience in our centers through a convenient and user-friendly app. Another example is the implementation of interactive screens and directories, providing useful information about establishments, offers, and available activities.
This technological combination has led to the creation of phygital spaces, blending the physical and digital realms to offer a more interactive and immersive experience to visitors. These spaces blur the barrier between online and offline worlds, aiming to create an omnichannel experience that seamlessly flows across different customer channels.
With this goal in mind, Lar España’s shopping centers offer the Click&Shop service, allowing customers to access a digital catalog of products with various purchasing alternatives. Additionally, in Lagoh, we have launched the pilot project “WhatsApp Shopping by Lagoh,” enabling customers to have a virtual shopping assistant that addresses queries, makes suggestions, and purchases selected products for either in-store pickup or home delivery.
These initiatives not only benefit customers but also support operators by helping them better understand user behavior and profiles, adapting their offerings to meet demands. Furthermore, innovation contributes to the sustainability of shopping centers by enabling more efficient resource management and greater control over environmental impacts.
Another example of Lar España’s commitment to innovation is the refurbishment of existing shopping centers characterized by cutting-edge architecture, unique designs, open, well-ventilated, and well-lit spaces, creating environments that attract the public and invite them to explore and, above all, to experience a unique journey during each visit.
In conclusion, innovation is a key tool for the future of shopping centers. It enables them to offer a distinctive, appealing, and competitive value proposition that meets customer expectations and needs, while generating a positive impact on society and the environment. Over the last decade, Lar España has seized the opportunities presented by digital transformation to establish itself as a leader in the sector, a journey that has only just begun, and we anticipate it will remain crucial for the industry in the years to come.
