That means embracing the customer's desire to use a store as a showroom and a collection point.

While this initially raised the ire of the tenants, who do not like the fact that customers use the shop to sample the wares then buy the item online, many are now adapting and have their own website to sell the items.

In this ever-changing world, where consumers still rule the roost, one must adapt. Landlords are savvy to this concept and now offer a range of services, such as lockers to online shopping support.

One group is IKEA, which plans to open new a Order and Collection Point in London Westfield Stratford City.

According to Retail News, IKEA Westfield Stratford City Order and Collection Point, which is expected to open in the coming European summer, is a new format for IKEA and it has been designed to bring the IKEA home furnishing range and expertise closer to more customers.

Acting primarily as a planning studio to plan and order more complex purchases such as kitchens, wardrobes and sofas, IKEA Westfield Stratford City Order and Collection Point will also feature the much-loved IKEA room sets, providing inspiration and ideas for the home, and expert co-workers offering home furnishing knowledge and advice.

Westfield co-chief executive Steven Lowy said at the group's annual general meeting in Sydney on Thursday that more retailers are looking for flagship stores to showcase a range of options for the customer.

He said various market forces, including the growth of online shopping and digital technology, has resulted in a general trend by major retailers to reduce the number of their physical stores, and instead focus on flagship stores in high-profile locations in densely populated urban areas.

"The type of space that they now seek is the kind of space that Westfield provides in its flagship properties," Mr Lowy said. "They want to be in prestigious locations, surrounded by other global brands and retailers, in high-income trade areas."

As a result these groups are closing stores in some locations, but expanding and opening new stores in Westfield's flagship developments including Nordstrom, Bloomingdale's, Macy's, Galeries Lafayette and John Lewis who are all opening new stores in Westfield malls.

"And it's not only department stores taking this new space. At Westfield World Trade Centre we will see great global brands represented like Apple, Victoria's Secret, Nespresso, Under Armour, H&M, Banana Republic and Sephora," he said.

Zelman Ainsworth, CBRE's head of Victorian retail leasing, said major landlords in capital cities are working with retailers to adapt their retail offering to the rapidly growing online retail market, while preserving their customers and maintaining the need for people to come to shops.

"Retailers are starting to lease smaller shops which does not stock as much, but allows customers to experience the brand, interact with the staff, try the products and then order online from within the store," Mr Ainsworth said. "Major supermarkets have built comprehensive online stores and regular deliveries, even restaurants are using online with the assistance of companies like Deliveroo."

Mr Lowy said that malls will see yet more innovation with major brands such as financial giants Chase and Ford, which will open its first concept store called Fordhub.

"Not only will these brands lease stores, they will also take part in media and event activation, similar to what occurs at major sporting and entertainment venues," Mr Lowy said.