Amanora Mall Growing Younger, More Aspirational as it Evolves
Amanora mall was the first and largest mall in Pune. In 2011 it had a retail mix which was more than sufficient to capture the catchment’s interest and the customer’s aspirational needs at that time.
“Now, in 2018, the market has grown in terms of catchment and the aspirational levels. Adapting to the change Amanora is now more aspirational and younger. The brand mix is very different from what it was in 2011. The mall houses more aspirational brands. The interior design has been changed to aspirational design. Then and now as a mall we have changed and evolved with times,” says Surjit Singh Rajpurohit, COO, Amanora Mall.
Role of Technology in Amanora’s Premium Status
The mall has implemented innovative technologies to upgrade its customer’s experiences. They have apps and LED displays to help customers navigate the mall and reach stores with ease.
“We have latest software and technology like beacons and other data collection software, to understand the customer’s needs, preferences and buying behaviour. Implementation of such technologies has helped us to enhance the experiences at our mall,” says Rajpurohit.
Unique Retail Concepts
Amanora has brands like Daniel Wellington, H&M, Max, Forever21 and Miniso – all added recently. They are also planning on introducing brands which bring a certain level of uniqueness to the mall in order toattract younger, more discerning consumers. These include upcoming brands like Urban Ladder, Hamleys, Gap, Gant, Nautica to name few.
Hospitality & Services
“We make the shopping experience pleasurable by providing an easy, accessible and interactive customer help desk, currency exchange, wheelchairs and wheelchair accessibility, medical aid, baby care, Wi-fi, ATMS and well-planned social events involving celebrities,” says Rajpurohit.
The mall also boasts of a golf cart facility for Amanora Park town residents (10,000+ residents), which gives privilege this particular catchment area to reach the mall easily and in no time and avail of the retail services here.
A huge entertainment arena has been created for concerts and other activities. This has become an essential part of the mix and adds a lot of value in terms of customer’s experience. As an F&B hub in Pune, Amanora is also constantly upgrading its offerings in terms of food and restaurants.
Malls are no longer just a shopping area but a community hub where people come to unwind from their hectic lives and indulge in fun activities and Amanora strives towards providing this model to its catchment area.