The sur­vival of a shop­ping mall

Shopping Center News - - CONTENTS -

de­pends on foot­falls. Crowds and recog­ni­tion come with the right brand mix, a healthy dose of hospi­tal­ity and pre­mium ser­vices to con­sumers. The right brands mat­ter be­cause a re­puted, suc­cess­ful brand can pull in its own crowd. And the best of brands need grand launch pads – a party of epic pro­por­tions to draw in the con­sumers.

The Ap­ple phone launch glob­ally wit­nessed mas­sive crowds camp­ing out­side malls, wait­ing to get their hands on the prod­ucts. The MI gad­get launch at Phoenix Mar­ketcity, Ben­galuru re­cently clocked record sales of `5 crore in just 12 hours of launch, with cus­tomers lin­ing up from 8 AM on­wards de­spite the rain – all of this thanks to a bril­liant launch cam­paign done in col­lab­o­ra­tion with the mall.

So why do malls feel the need to gen­tly nudge brands to­wards im­pres­sive launches? The sim­ple an­swer is that the big bang an­nounce­ment that a renowned brand is join­ing a mall equals more vis­i­tors, which in turn means proͤt – for both the mall and the re­tailer. In the April-May is­sue of Shop­ping Cen­tre News, we bring you the minu­tiae of why malls push for over the top launch events and in­dus­try ex­perts’ opin­ions on why this paves way for a suc­cess­ful brand mall jour­ney. We also bring you the in-depth story of an­other rea­son that is ex­tremely im­por­tant in the suc­cess of a mall – its lo­ca­tion strat­egy. Also, cov­ered ex­haus­tively is a lat­est trend of the Shop­ping Cen­tre In­dus­try – the rise of ‘lux­ury malls’ in In­dia – malls which cater to the wealthy, which only house high-end re­tail­ers and use ex­clu­sive fa­cil­i­ties, ser­vices and pre­mium tech­nol­ogy to lure con­sumers.

And talk­ing about tech­nol­ogy, how come one ig­nore the Om­nichan­neli­sa­tion of malls in the coun­try. We bring you a case study of how the Inorbit Mall and Pretr part­ner­ship has turned the tech story around for In­dian malls.

The edi­tion also ex­plores the jour­ney of ‘The Grand Venice Mall, Noida and Brook­sͤeld Mall, Coim­bat­ore – both ris­ing on the pop­u­lar­ity charts. We hope you ͤnd this is­sue as well-in­formed and beneͤ­cial as ever.

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