Shopping centers are adapting to new ways in which they must run their businesses today, much because of the evolving customer shopping preferences and the rise of e-commerce. Previous studies have identified relevant insights into this process and how shopping centers are developing their strategies. This study expands upon this literature, by adding specific knowledge regarding ways in which management in Swedish shopping centers address this. The study is built upon qualitative research conducted through semi-structured interviews. The interview candidates consist of an expert at a field association, center managers, store managers and other strategically chosen candidates with field knowledge. To analyze the data a thematic analysis was applied, resulting in four main themes: strategies, the experience today, challenges and the future. By identifying these challenges and strategies, the study aims to provide valuable insights to creating attractive customer experiences on the evolving retail market. The findings highlight the importance of offering a diverse tenant mix, social interactions and maintaining the security of physical retail.