The relevance of the chosen topic is confirmed by the increased competition among the participants of the commercial real estate market, that is connected with the market saturation. The purpose of the work is to determine the effectiveness of the digital technologies` implementation in retail. The research was conducted using the example of one retail and entertainment center in Saint-Petersburg. The work proposes a “smart” approach to management, where additional investments are taken into account when the digital infrastructure is being created. The research shows that the transition from traditional business management to “smart” variant of property object`s development, based on the active use of digital technologies, leads to a significant increase in its capitalization, growth in the efficiency of customers and increase in the real property object`s cost. The novelty of the following work is to justify the economic efficiency of the digital technologies` application in retail based on the calculation of the retail and entertainment center `s capitalization value change under the influence of the automation accounting`s implementation. As part of the further research, the authors offer to implement the proposed approach in relation to office, hotel and production and industrial warehouse real property.