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

Shopping Center News - - CONTENTS - – By Zainab S Kazi

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.”

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