Abstract

The real estate business is one of the last industries to embrace digital change and are now facing a major reconstructing effort. One of their customers is the retail industry, which is facing challenges in their digital engagement. This study analyzes the real estate industry’s understanding for digital development as well as what digital requirements the retailers make on their property owners for pop-up stores and how they should be managed and implemented. This is answered through interviews with property owners and external experts as well as a survey for the retail business. The result shows a positive attitude from both parties towards digital development. There are however differences in both industries concerning how far they have come with their digital process. The requirements that the retail sector mainly requests are regarding the buying and customer experience. The study shows that the role of a property owner is changing. There is no generic answer to what goes under the responsibility of real estate owners and retailers regarding digital services. A close dialogue is considered to increase understanding of each other’s business and to benefit both parties in future development. The results of this study are considered to provide an increased understanding of the challenges the real estate industry are facing in its digital process and the relationship with the retail sector and can be useful as support in change.