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

Shopping Center News - - CONTENTS -

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.

MSQ 2018

We are look­ing for­ward to hit­ting the Rs 10 crore fig­ure for MSQ 2018.

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