Digitalization and Gift Cards – The Future of the Retail Industry

In this section, we introduce our business partners and collaborators with whom we jointly drive innovation in the retail industry. This time, we spoke with Hana Kabourkova, Global Business Development Director at Shopingy, a digital retail platform for shopping centers and their tenants.

Hana, looking back at your career across Venture Capital, PR, technology, and retail, what key experiences do you think have shaped your current role?

I’ve always been passionate about retail, especially from the customer’s perspective. So when the opportunity arose to join the innovative startup Shopingy, I jumped at it. The role perfectly combines my experiences in technology, venture capital, startups, and building cross-regional business partnerships, letting me make an impact on multiple levels.

What personally motivates you the most in working with the retail industry, and which part of your job brings you the greatest satisfaction?

What personally motivates me in the retail industry is the constant evolution of the sector.. I am inspired by the idea that every small step forward, every improvement we make, can eventually contribute to meaningful, positive change. The part of my job that brings me the greatest satisfaction is seeing the real impact of our work. That includes both the happiness and engagement of my colleagues at Shopingy as a team, and the satisfaction of our clients, whether local or global retail players. Knowing that the projects I work on have genuine significance and are not just quickly forgotten attempts.

Digitalization is an unavoidable topic in retail today. How do you see the role of digital solutions, especially gift cards, in creating a better experience for customers and shopping centers?

When it comes to digital solutions, I see them as an essential step that today’s world naturally demands. Whether we like it or not, digital tools have become an inseparable part of modern life- Just look around, and you will see that what isn’t digital often feels almost invisible.

Gift cards are an excellent example of a digital solution that benefits everyone – customers gain flexibility and convenience, while shopping centers receive a means to increase sales and strengthen loyalty. Gift cards are easy to use, can be stored directly on a phone, and allow customers to shop immediately. They also have an environmental advantage - I remember when gift cards were all plastic, often accompanied by paper forms and envelopes. While I personally still enjoy the tradition of receiving a physical card in an envelope, digital gift cards offer a smart, practical alternative that many customers appreciate.

At MAPIC and other renowned conferences, you have been actively involved in presenting trends. Which trends did you find the most important for the future of shopping centers?

Imagine a shopping cente without people, it simply wouldn’t work. The most important trend for the future of shopping centers is focusing on people, because ultimately, it’s their presence and spending that keeps the business alive.

Shopping centers should aim to offer something for everyone, from teenagers to seniors. This requires thoughtful changes, from the mix of tenants and brands, to services, and even the design and layout of the center. Retail is a sector with strong financial potential, and investments should be made in ways that truly create value for both customers and the business.

What opportunities do you see for the development of digital tools and platforms in the retail industry of Central Europe?

I see opportunities for digital tools and platforms in retail, but only if we, as people, enable them. Central Europe is in a period of growth, and it’s important not to fall behind. The region should strive to be unique, not merely copying trends from Western countries or other continents, but drawing inspiration from them and transforming these ideas into its own distinctive solutions.

Opportunities are fundamentally created by people and their needs, which evolve over time. As a society, we’ve gradually adapted to living more online. Personally, I still value the physical shopping experience over ordering from home, the office, or even the beach.

At the same time, an effective approach requires balancing tradition with innovation by respecting customer expectations while also exploring new ways to serve both shoppers and shopping centers. As with any change, there will be supporters, opponents, and those who are indifferent. For those ready to seize opportunities, the key is finding a healthy mix of digital and physical experiences: making it easy to download a gift card app with one click, while still enjoying the tangible, social experience of visiting a shopping center.

The retail industry is in constant transformation. What opportunities do you see for even stronger collaboration between shopping centers and technology partners in the coming years?

In my point of view, strong collaboration between shopping centers and technology partners is built on mutual respect and a shared goal of maximizing the potential of cooperation. It’s not productive to see each other as competitors; we must approach one another as partners.

This partnership opens the door to personalization, better data management, and the creation of new value for visitors. The most successful players will be those unafraid to test new ideas, innovate, and work closely with technology teams to bring these solutions to life.