For some brands, the mall of the future already has arrived.
Affordable luxury label Kate Spade earlier this week unveiled shoppable scaffolding in New Jersey's Short Hills mall, which makes it possible for consumers to interact with and purchase items from the brand before the store even opens.
By taking a short personality quiz that's spread out across four touch screens—the results of which can be shared on social media—the shoppable construction barricades also make it possible for the brand to gain insight into shoppers' preferences in a particular region. In addition, they provide the company with contact information for potential customers.
The digital storefronts were created in partnership with The Science Project, a firm that brings digital innovations to physical stores, and has created interactive holiday windows for Barneys New York and Saks.
"We are always looking to find solutions to improve our overall customer experience," said Mary Beech, chief marketing officer at Kate Spade. "Often … that solution is something digital, something interactive."