‘We have noticed that customers who do online shopping are also using traditional stores’, says Toni Pokela, Citymarket grocery store retailer. Pokela runs a huge hypermarket in the shopping centre Iso Omena, located in the Helsinki Metropolitan Area.

Pokela feels strongly that online and offline shopping will increasingly go hand in hand. He points out that the shopping centre and its other services bring a ‘third dimension’ to his customers’ grocery shopping experience.

In the future, pretty much everything is in mobile

He stresses also that there are two ways to shop online: in addition to home delivery services, the pick-up points are equally important. Digitalisation spurs on all retailers. ‘In the future, pretty much everything is in mobile.’