Westfield Searchable Mall:
Boosting offline sales by upping the online game
After a bumpy entrance to online retail in which the shopping centre chain attempted to own online transactions, Westfield has turned itself around to settle in its place as an aggregator and supporter of its retail brands.
The Westfield Searchable Mall is a world-leading website concept that focuses on engaging customers at the discover and find stages of the shopper journey, encouraging visitation leading to offline sales. The website combines social media-like browsing functionality and curated content with practical and timely information to bridge the gap between online and in-store shopping experiences.
What some Indian malls are doing in Omnichannel domain
“Inorbit mall has introduced the shop online feature through its website and the Inorbit app. With this feature customers can not only browse through latest collections but also can reserve products and pick them up whenever they visit the mall. Alternatively, the mall can also deliver the product to the consumer at the doorstep. This feature is presently available in Mumbai for Malad and Vashi malls. It is too early to comment on the success ration as the feature is relatively new. However, we are already seeing consumers experiencing the shop online feature,”says Puneet Varma.
“Amanora mall is setting out on a digital transformation program, where we want to incentivise our loyal customers with benefits (offers, deals) of available brands within the mall. We have recently launched our Loyalty Program which comes with an app, microsite and the works which simply rewards people for shopping with us. Over time, we will expand the scope to include product reservations, browsing of product catalogues and offering interest/previous shopping history based deals or discounts. There is a massive amount of work that needs to go in and this will be possible hand in hand with our retail partners ,” says De rick Michael.
“We are in the process of developing an Omnichannel platform for our mall. Ours will be a little bit different as we will be providing the facility of ‘click-and-collect’. The customer will be able to block the product online for 24-hours, and within these 24-hours, the customers can come, pay, immediately pick up the product and go. We won’t be providing the facility of paying online or home delivery for the time being. This feature should be operational in another six months’ time,”saysMukesh Kumar, Senior Vice President, Infiniti Malls.