Vi­viana mall re­freshes re­tail mix, in­tro­duces as­pi­ra­tional brands to en­sure con­sumer loy­alty

Thane’s Vi­viana Mall, which has close to 232 brands, has re­freshed and reshufćed its re­tail mix by rein­tro­duc­ing / re­plac­ing 15 brands. The mall has also in­tro­duced brands like Nalli which are not there in any mall in In­dia.

Shopping Center News - - CONTENTS - By Charu Lamba

Thane’s Vi­viana Mall, which has close to 232 brands, has re­freshed and reshuf­fled its re­tail mix.

Talk­ing about this new mix, CEO, Vi­viana Mall, Su­nil Shroff told In­di­are­tail­ing Bureau, “This year we have reshuf­fled and re­freshed 15 brands. We have got new F&b choices in the mall in­clud­ing Soda Bot­tle Opener W ala, Ir­ish House, Nat­u­rals Ice Cream and Bos­ton CupCak­ery. In other cat­e­gories, we have in­tro­duced ALDO and we are soon rop­ing in Swar­woski. So, we have been get­ting the brands which have been as­pi­ra­tional for our cus­tomers who have been reg­u­lar at the mall from past three years.”

De­spite in­tro­duc­ing new F&B op­tions, fash­ion as a cat­e­gory con­tin­ues to dom­i­nate the charts. The mall has in­tro­duced brands like Nalli, which is not present in any other mall in the coun­try. To en­sure that shop­ping is easy for con­sumers, the mall has stuck to im­ple­ment­ing prac­ti­cal zon­ing ideas.

Talk­ing about how Vi­viana has strength­ened its zones, Shroff said, “Floor wise and sec­tion wise we have tried to stick to one cat­e­gory. For ex­am­ple, our kids’ cat­e­gory is pre­dom­i­nantly sit­u­ated on the sec­ond floor in that zone. Con­sumers like this since this floor has now be­come a mar­ket­place for all things kids. One doesn’t need to traipse through the en­tire mall to find kidswear and ac­ces­sories.”

En­hanc­ing Cus­tomer Ex­pe­ri­ence

In this day of cookie cut­ter uni­for­mity, when it comes to gar­ner­ing con­sumer loy­alty, cus­tomer ex­pe­ri­ence seems to be the buzz­word. Yet, putting the cus­tomer at the cen­tre of busi­ness and cre­at­ing de­light­ful ex­pe­ri­ences across the buy­ing jour­ney is not as sim­ple as it sounds.

Shroff ex­plained, that his mall – like ev­ery other mall has to work hard to win loyal con­sumers, and for this pur­pose, a lot of pro­mo­tional and mar­ket­ing ac­tiv­i­ties need to be planned.

“As far as mar­ket­ing ini­tia­tives go our cal­en­dar is very vi­brant and out of 365 days, more than 320 days are event days. When we say event, most of our cal­en­dar op­er­ates around in­cen­tivis­ing and giv­ing back to the cus­tomers in the form of de­light. Ac­tual prizes worth Rs 1 crore are dis­trib­uted as give­aways to the cus­tomers who are shop­ping in the mall.”

He fur­ther added, “We have days ded­i­cated for events in col­lab­o­ra­tion where we pro­mote cat­e­gories in the mall like Tues­day is for food, Fri­day is for en­ter­tain­ment, and so on.

All the brands falling un­der the cat­e­gory, par­tic­i­pate ac­tively in the cam­paign.”

Tech­nol­ogy – Shap­ing the Fu­ture of Re­tail

The tech­nol­ogy col­lec­tive is break­ing new ground and trans­form­ing ev­ery as­pect of the re­tail en­vi­ron­ment. The alchemy of data is here to rule and em­power com­pa­nies to ex­plore un­mapped ter­ri­to­ries. From ware­houses to e-wal­lets, the next big wave sweep­ing the world of re­tail rides on the ex­po­nen­tial in­fu­sion of break­through tech­nol­ogy in all facets of hu­man life. And malls are also not new to this.

Shroff said, “We as mall owners need to adopt tech­nol­ogy in ev­ery stage where ever pos­si­ble to aid cus­tomers in un­der­stand­ing the mall bet­ter. That is one good thing that ev­ery mall needs to do.”

Elab­o­rat­ing on the tech­no­log­i­cal ad­vance­ments at the mall, Shroff said, “We have started touch­screen di­rec­to­ries, our web­site is be­ing re­designed. We are also look­ing for­ward to in­ter­act­ing with our re­tail­ers through the same plat­form.”

FEC and F&B – Ma­jor Crowd Pullers

The idea of adding ma­jor Fam­ily En­ter­tain­ment Cen­tres (FEC) and ex­pand­ing F&B sec­tions in malls has been gain­ing pop­u­lar­ity rapidly over the last few years. Sev­eral new malls have been con­structed around the coun­try, with sub­stan­tial square footage al­lo­cated to FECs and F&B. They sub­stan­tially ex­tend a mall’s draw, lengthen shop­per stay and even in­crease rev­enue for other ten­ants.

“F&B and FEC are driv­ers for 365 days. So one has to be very care­ful while choos­ing the com­bi­na­tion of these two cat­e­gories as this makes the cus­tomers com­fort­able ev­ery day,” con­cluded Shroff.

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