Personalisation & Innovation: The Core of Infiniti Malls
The first-ever Infiniti Mall was launched in 2004 at Andheri (W) when the trend of the shopping mall had just begun. Infiniti were among the pioneers in the shopping centre business in Mumbai to launch and operate a mall with multiple retail stores covering almost all categories including cinemas, electronics, food & groceries, books, fashion, spa, footwear and food.
“It was a compact and cozy mall that attracted huge footfalls since it has something for everyone. Buoyed by success and growing demand, we launched second mall at Malad which offers a much larger experience in terms of area offering a curated mix of international, national and regional brands across various categories,” says Mukesh Kumar, CEO Infiniti Mall.
Infiniti has done a lot towards consumer experience, beginning with placing interactive kiosks at all floors for customer assistance, with detailed floor plans, current offers, and information on current events in the mall. All these help the customer get the best offerings at the mall at their fingertips.
“We also run a mall loyalty program, both on ground and in app. We have recently launched the Infiniti Mall app, which brings all latest offers and promotions running in the mall on preferred screens to customers. Loyalty will be added very shortly followed by Omnichannel to further enhance customer experience,” says Kumar.
The brand also relies heavily on technology, starting with their parking which is sensorbased, giving customers real time availability of parking, along with the location. This adds to the initial positive experience of the customer since a pain point – parking – is addressed through technology.
Elements Determining Infiniti’s Success
Infiniti mall is trying to bring experience extra ordinaire to match the lifestyles that their audiences are used to.
“We offer fun for all ages and have something for everyone to enjoy. Both malls have successfully built upon a diverse retailer base considering the growing awareness and brand consciousness among people across different socioeconomic classes. Infiniti Malad is one of the biggest malls in Mumbai suburbs with more than 200 national and international brands under one roof, ” says Kumar.
The mall conducts various events and celebrates many festivals throughout the year.
Infiniti Malls also work with their community directly. Apart from various CSR activities, one of their successful campaigns was helping collect clothes, rations, medicines for Kerala Flood Relief.
The malls are also constantly evaluating concepts being launched across the retail landscape to keep the freshness factor alive.
“We have recently introduced Miniso which specializes in household and consumer goods including cosmetics, stationery, toys, and kitchenware. Lenskart, Ray Ban,frozen Bottle and the MI Store are also latest additions,” reveals Kumar.
Hospitality & Services
The mall also ensures a hospitable environment for visitors. Towards this, they invest in and empower employees to deliver excellence. The mall also offers a host of services including wheelchairs and wheelchair access, washrooms for the specially-abled, reserved parking and seating. They also have baby care rooms, as well as baby minders in washrooms.
Innovations Towards Customer Centricity
Personalisation and engagement are core qualities on which the mall is built.
“While our responsibility is to provide better service, ambience, amenities, and comfortable environment to our guests, We are also trying to merge technology with the infrastructure retail through Omnichannel (Click-&-collect), POS based loyalty programs, and brand promotions at the consumer’s fingertips,” says Kumar.