How Burlington Mall turned 50 and beat the odds to thrive in online shopping world

The Burlington Mall is marking its 50thanniversary with a $60-million facelift and a renewed focus oncommunity in an effort stave off the struggles that are killing other shopping centres across North America.

As retailers face the challenge of growing online sales, shifting demographics and the demise of department stores that traditionally anchored shopping centres, one expert says the mall is making good moves when it comes to surviving.

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The brick-and-mortar behemoth on Guelph Line is offering aseries of pop up events and concerts throughout the summer pitched as a way to rethink the role modern day malls can play, according togeneral manager HeidiMcGaw.

"Our focus is really to bring the community together and try to fulfill all of their needs," she explained."We're sort of an everyday shop. That's where we're continuing to grow and use those strengths."

The first wave of renovations has been completed and the next stage which includes plans to update everything, from floor tiles to the ceiling, isscheduled to be completed by fall, said McGaw.

The build includes a brand new wing to connect the current food court to the corridor anchored by HomeSenseto createsort of "racetrack through the shopping centre," she added.

The mall has already welcomed Winners, Indigo andDenninger'sFoods of the World.

Grocery store a good move

Those additions, especially the grocery store, are a great move, according to Bruce Winder, creator of the Retail Advisors Network.

Winder said online sales now account for five to seven per cent of all retail. He described the industry as being at a tipping point where some malls and stores are starting to shut down.

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That shift makes the inclusion of a grocery store even more important because people typically aren't shopping for food on the web.

"If you have a grocer that automatically brings in a new group of people," he said. "This is a pretty good strategy."

But the move online shopping isn't the only challenge for centres. Winder pointed to the loss of retail giants such as Sears or Target, which used to be major tenants at malls, but have recently folded.

He said recent growth in retail has mostly happened in non-mall, standalone stores like Canadian Tire or Costco.

Changing tastes for young people are also an issue malls were once a teen hangout, but not anymore as smartphonescut down on the need to gettogether in person.

Would you live in a mall?

In response, some malls have made drastic changes.

There's something for everyone here at the mall.- Heidi McGaw, Burlington Mall general manager

Some are going upscale to offer shoppers products they can't easily find online, while other urban malls are introducing residential units, more restaurants andservices such as fitness centres or doctor's offices, according to Winder.

"You live upstairs, you shop downstairs."

More restaurants coming to mall

McGawsaid some of those approaches are part of theBurlington Mall's strategy.

Blaze Pizza, burger joint Five Guys and Mr. Greek are slated to move in as part of the new look.

Those new eateries will be coupled witha farmer's market that's been at the mall for years and tenants includinghairdressers and dentists, who McGawis hoping will help the shopping centre meet customers'needs for decades to come.

"It's to give ourcommunity lots of choice when they do their everyday shop," she said."There's something for everyone here at the mall."

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