LAS VEGAS—"Every generation has a different relationship with technology and that is one complexity that retailers must address." That is according to Barrie Scardina, President of Americas Retail Services, Agency Leasing & Alliances, Cushman & Wakefield, during a panel session at ICSC Las Vegas on Monday.

According to Scardina, retailers are using technology to make things more efficient but it is about using technology for store locations and void analysis and background knowledge. "Really understanding personalization is key," she said. "Brands are starting to ship a product to customers to try and wear and return, for example. You are going to see a ton of personalization where people can put their initial on a product or design jeans that fit them better. You are going to see a lot of that and changes in marketing."

The biggest win for soft good retailers, she said, is the control over their inventory. "Being able to use technology like RFID, for example, and making sure they have the right product in the right store at the right time. That is the win."

Want to continue reading?
Become a Free ALM Digital Reader.

  • Unlimited access to GlobeSt and other free ALM publications
  • Access to 15 years of GlobeSt archives
  • Your choice of GlobeSt digital newsletters and over 70 others from popular sister publications
  • 1 free article* every 30 days across the ALM subscription network
  • Exclusive discounts on ALM events and publications

© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.

Natalie Dolce

Natalie Dolce, editor-in-chief of and GlobeSt. Real Estate Forum, is responsible for working with editorial staff, freelancers and senior management to help plan the overarching vision that encompasses, including short-term and long-term goals for the website, how content integrates through the company’s other product lines and the overall quality of content. Previously she served as national executive editor and editor of the West Coast region for and Real Estate Forum, and was responsible for coverage of news and information pertaining to that vital real estate region. Prior to moving out to the Southern California office, she was Northeast bureau chief, covering New York City for Her background includes a stint at InStyle Magazine, and as managing editor with New York Press, an alternative weekly New York City paper. In her career, she has also covered a variety of beats for M magazine, Arthur Frommer's Budget Travel,, and Co-Ed magazine. Dolce has also freelanced for a number of publications, including and Museums New York magazine.