Retail real estate’s entry into a smarter, more data-driven era
Commercial real estate has historically lagged other industries in adopting new technology.
Today, that gap is closing as data and technology become central to how real estate decisions are made. Even before the recent acceleration of artificial intelligence, the industry had already begun modernizing how it uses data and technology. At SRS Real Estate Partners, we have been investing in tools and capabilities that support this shift, enabling clients to make more informed, data-driven real estate decisions, and allowing real-time collaboration.
We are also launching a proprietary AI tool, SARIS, that builds on that foundation. As a consumer-driven real estate firm, SRS focuses on aligning real estate strategy with how and where people shop, dine, and spend their time. Data sits at the core of how we collaborate with retailers and clients, providing insights such as rent comparables, sales volumes, and other key inputs that inform decision-making. Increasingly, those insights extend beyond the storefront to include supply chain dynamics and last-mile logistics which are critical to supporting modern retail operations.
What is changing is the speed at which that data can be analyzed and applied. AI is compressing processes that once took months into days, allowing retailers to move with greater precision and confidence in their expansion strategies.
Strong data is crucial to AI’s success
Prior to leveraging AI, the industry adopted a range of technologies to improve organization, data collection, and workflow efficiency. At SRS, that has included analytics platforms as well as practical, field-based tools such as our technology-equipped Sprinter vans, which allow teams to evaluate sites and access real-time data while in the field. Today, these capabilities are evolving beyond internal operations and are directly influencing how retailers evaluate markets, select sites, and optimize their store portfolios.
A couple of years ago, few could have predicted how artificial intelligence would influence the business. Strong data remains the foundation for applying AI effectively. Retailers have become highly data-driven organizations with a clear understanding of where consumers are shopping, how they are shopping, and what they are buying. The opportunity now is to translate those insights into smarter physical retail strategies, including where to open stores, what formats to deploy, and how to better serve the consumer.
Data unlocked retail real estate
Some skepticism around these changes is natural. However, the perception of new technology as disruption is not new to the industry. When Amazon and e-commerce placed pressure on brick-and-mortar retail more than a decade ago, many believed physical retail was losing relevance. In reality, that period unlocked real estate that had been stagnant for decades and created opportunities for innovation, tenant repositioning, and the emergence of new, high-performing brands. It also accelerated investment in logistics real estate, reinforcing the connection between retail demand and industrial infrastructure.
The COVID-19 pandemic was initially labeled a retail apocalypse, yet the industry has emerged stronger. Retail has proven to be both resilient and adaptable, consistently evolving alongside the consumer through economic cycles and shifting behaviors. Luxury brands are expanding while value-oriented and discount retailers continue to grow rapidly. This is not contraction, but a more disciplined and data-driven phase of growth.
When both ends of the retail spectrum are performing well, retailers in the middle are required to become more technologically advanced, and they have responded accordingly. Major chains have integrated AI and advanced technology into their operations, and those capabilities are influencing physical retail formats. Technology is no longer limited to e-commerce or back-end systems. It now plays a direct role in site selection, store performance, portfolio optimization, and the coordination between retail locations and distribution networks.
Retail has always been resilient. What is different today is the level of intelligence and connectivity across the entire ecosystem. The retailers that will lead the next phase of growth are those that combine data, operational discipline, and a deep understanding of the consumer, while also recognizing the critical role that logistics and industrial real estate play in delivering a seamless customer experience.
Garrett Colburn is the president of Dallas-based SRS Real Estate Partners.