PARCO’s mission is to support the 3,000 retailers operating within its shopping centers nationwide. With a focus on increasing sales and customer engagement, PARCO is “expanding customer service through technology,” as Hayashi puts it. Instead of considering the digital channel as separate from the in-store channel, the company uses multiple digital touchpoints to enhance the customer service in stores. PARCO’s omnichannel retail strategy started in 2013 as an effort to expand customer service in its brick-and-mortar locations. As online shopping moved to smartphones, the company provided mobile optimization for all of its tenants’ websites and then handed over control to the individual retailers.

Join for free to read