President of the Black Country Chamber of Commerce, Paul Bennett has told ITV Central shops need to innovate to compete with the internet.
Retail sales did rise over the Christmas period, but only by 1.5%, which is under the rate of inflation.
Mr Bennett says shopping centres need to be a more attractive experience to rival online.
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Thousands from around the country went to the Black Country to take part in Tough Guy - a challenge with more than 250 obstacles.
Mainly dry overnight but very cold with temperatures dropping sharply as winds ease down giving a widespread frost.