Engaging & Enthralling the Customer at the Shopping Centre
Customer engagement is all about encouraging mall visitors to interact with and share the experiences that are created for them as an entertainment and a lifestyle destination
The customer was, and always will, remain the king. When a king walks in anywhere, he deserves a royal welcome, royal treatment. And of course, kings love to be entertained.
With the majority of malls in India housing the same set of brands and F&B options, it becomes imperative to put in an extra effort to narrow down the customer engagement initiatives that will keep visitors enthralled and entertained. The Need Naviin Ibhrampurkar, Head of Marketing and Corporate Communication, Inorbit Malls (India) Pvt. Ltd. highlights the most important fact of the topic – that given the dynamics of ‘going out’ that we have today, malls are the preferred choice for out of home time with family and friends, hence to ensure contribution of wallet share from these consumers, it is important that customer engagement is considered as an on-going interaction. He says, “It is not just about when the customer is at the mall, it’s about how and why does he think of you when he is not at the mall.”
Highlighting the concept and relevance of customer engagement, Mukesh Kumar, Senior Vice President – Inͤniti Mall feels that customer engagement is the strongest indicator of customers’ feelings about the brand and the deͤnition varies from product to product or services. He shares, “It is the pathway to everything good that a business could want like customer loyalty, brand awareness, and buying experience.”