With void rates in many shopping malls across the country at an all time high, beleaguered landlords will welcome news from Ocado today, that it plans to roll out its popular 'pop-up' concept in shopping centres across the UK.
After trials in London and Bristol, the online grocer has now turned its attention to Birmingham and plans to open pop-up promotional space at the Birmingham Alliance's (Hammerson, Henderson and Future Funds) 1.3m sq ft Bullring shopping centre.
The retailer has also appointed Colliers International to secure more pop-up space in other centres to publicise the "Ocado on the go" mobile app.
The retailer has taken a 'virtual wall' or window of a shop on the Upper West Mall of the Bullring on which top selling grocery lines are pictured. Shoppers then scan the images with their smartphones or tablets and add them to a virtual trolley. The products are then delivered to their homes.
Emel Ahmet, associate director at Colliers, said: "As well as being a good way to promote Ocado's mobile app, this is a great way for landlords to utilise temporary units, provide a draw for shoppers and increase dwell time in their centres.
"We are seeking large window frontages in established shopping centres with a high footfall, for a minimum of four weeks."