A Midsummer Night’s Sale: 3.5 hours, 100 brands on a midnight sale at Quest Mall, Kolkata
Quest Mall reprised its flagship event, Midnight Summers at Quest, on June 17, 2017, leading up to the summer solstice. Mall patrons were offered unbelievable deals between 10.30 P.M. to 2.00 A.M. Sanjeev Mehra, VP, Quest Properties India Limited, shed li
Sanjeev Mehra, VP, Quest Properties India Limited, shed light on this annual activity in an exclusive interaction with Shopping Centre News.
Differentiating Factor of Midnight Sale at Quest (MSQ)
For shoppers – MSQ offers unusual experiences. It is the biggest shopping festival along with being a celebration of the summer solstice, of which every person in Calcutta, wants to be a part of.
Apart from the sale, festive activities like a countdown timer, 20 feet inflated balloons and fire-works at the commencement incite excitement among consumers. Shopping at midnight on the longest ‘shopping’ day of the year in itself is a differentiator, with the stores being mobbed by long queues. MSQ is a precursor to the EOSS sale wherein all the brands are the part of the sale.
MSQ as an Annual Property
We will not like to dilute the concept of the midnight sale by doing it more than once in a year. At the most, we will consider conducting a ‘luxury’ special midnight sale, which we had held for the first time in the month of December, in 2016, post demonetization, which had affected the sale of luxury brands the most. We made around Rs 3 crore in sales with only luxury brands being the part of this event.
USP of the MSQ
USP of our event is operational arrangement for flawless execution.
Special arrangements are made for traffic management in collaboration with the Traffic Police
Special arrangements are also made for safety of the consumers and the mall with Fire Engine/ Ambulance/ Police present on the spot
All our categories were on discount except some wristwatch and cosmetic brands.
Out of 100 participants, over 63 brands were on up to 50 percent and above discounts, and 32 brands were giving flat discounts.
On the basis of previous editions of MSQ, we keep the retailers informed well in advance so that they can make necessary arrangements at the store level to handle the footfall. We ensure them of the marketing of the event in the best possible manner at our end.
We are looking forward to hitting the Rs 10 crore figure for MSQ 2018.