Knowledge Advancing Shopping Mall Living Labs and Customer Value Co-Creation, with a Focus on Social Integration

This paper aims at a broad scan of needs for knowledge advancing living labs and broader customer value co-creation in shopping malls. Special attention is given to the meeting and social integration function and metaverse development. Living labs are understood as a methodology of co-creative and open experimentation that is customer-led in a real-life environment. Emerging metaverse development tends to change opportunities and limitations, about which almost nothing is known. The paper uses a qualitative approach in two steps. The first step explores relevant theory on systems, like retail systems, customer-value co-creation (marketing) and capability and personal traits in behavioural change (individuals), while distinguishing between three living lab stages, namely, anticipation, processes on the way, and ex-post evaluation. A few central themes that are becoming increasingly important are the emerging metaverse, if and how traditional malls can continue serving as physical meeting places, and the possibility they will change course towards new combinations of physical and virtual activity. In the second step, a broad array of knowledge-advancing needs is discussed, and this results in a smaller set of knowledge gaps on the basis of urgency, like interests of new ICT stakeholders in shopping malls, impacts from metaverse on site-specificity, and benefits and barriers of disabled persons. The paper also forwards the need for more attention to the ex-post evaluation of co-creation projects, which calls for standard protocols and AI-supported data systems. The paper closes with contributions, management implications, and ideas about future research.