West­field Search­able Mall:

Boost­ing off­line sales by up­ping the on­line game

Shopping Center News - - COVER STORY -

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.

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