What: Simon Property Group is testing a search platform that allows shoppers to find in-stock items at participating stores within the mall before or during their visit.

Why it is important: Search capability is key to the efficiency and ease of shopping online. An up-to-date inventory tool like Simon Search could encourage consumers to visit malls that have in-stock items they want – but it could also prevent them from taking part in the aimless window shopping experience malls were once known for.

That could help boost traffic to malls, which has been declining for decades and has yet to recover from pre-pandemic levels. Compared to 2019, visits to indoor malls in May this year declined by 3.8%, at open-air centers declined 5.9% and at outlet malls declined 7.7%.

The digital tool, “Simon Search,” can be used via the Simon app, a mall’s website or the interactive directory located on the property, according to a company press release.

The pilot involves 29 Simon properties. Participating retailers include Anthropologie, Athleta, Banana Republic, Gap, Old Navy and J.Crew, as well as Simon-owned JCPenney and Aéropostale.

Simon tests digital search tool for mall shoppers