With digital disruption setting in, the future of malls and retailers is becoming unclear. However, malls can leverage technology, using it to give them a competitive advantage and to get ahead in the customer acquisition race. Now small shops to modern departmental stores, and then to malls with specialty stores, followed by the spread of discount chains to the likes of Walmart, Kmart, and now digital malls, there have been a lot of change. Each wave of change has not eliminated what came before it, but instead reshaped the landscape by redefining business parameters and consumer expectations to new levels. The effort to embrace new customers, creating unique measures and strategies is not simply a retailer’s prerogative alone; malls too are innovating and coming up with new survival measure to combat competition.