In­dian Malls Sell­ing Ex­pe­ri­ences: Tak­ing Con­sumer Ex­pe­ri­ence to the Next Level

At con­cept stores, re­tail­ing of a highly cu­rated se­lec­tion of prod­ucts is en­veloped in a clear theme and is all about pro­vid­ing the con­sumer with a unique ex­pe­ri­ence…

Shopping Center News - - CONTENTS - – By Shop­ping Cen­tre News Bureau

At con­cept stores, re­tail­ing of a highly cu­rated se­lec­tion of prod­ucts is en­veloped in a clear theme and is all about pro­vid­ing the con­sumer with a unique ex­pe­ri­ence

In an era where dig­i­tal is tak­ing over all as­pects of life, in­clud­ing retail, the pace at which e-com­merce has been en­gag­ing cus­tomers is mak­ing brickand-mor­tar stores re-eval­u­ate their strate­gies. In or­der to stay rel­e­vant, malls and brands need to rein­vent them­selves, pulling in the con­sumer through the sheer power of ex­pe­ri­ence.

Malls and stores are no longer places where shop­pers go to buy lat­est prod­ucts – they are about ex­pe­ri­enc­ing the brand, the unique con­cepts the mall has to of­fer. Brands ͤnd it to their ad­van­tage to open con­cept stores

Con­cept stores are be­com­ing the norm of the day. Here, re­tail­ing of a highly cu­rated se­lec­tion of prod­ucts is en­veloped in a clear theme and is all about pro­vid­ing the con­sumer with a unique ex­pe­ri­ence.

A Sell­ing Con­cept

Ac­cord­ing to a deͤ­ni­tion given by In­sider Trends, a con­cept store is a shop that sells a care­fully cu­rated and unique se­lec­tion of prod­ucts that con­nect to an over­ar­ch­ing theme. Of­ten, con­cept stores evoke a life­style that ap­peal to a speciͤc tar­get au­di­ence – they are in­spi­ra­tional. Hand­picked prod­ucts are pulled to­gether from dif­fer­ent brands and de­sign­ers, and they usu­ally span dif­fer­ent lines, such as fash­ion, beauty and home­wares. In ad­di­tion, the dis­play mixes these lines and prod­ucts to­gether in an at­trac­tive fash­ion.

In­sider Trends fur­ther goes on to say that con­cept stores are about dis­cov­ery and ex­pe­ri­ence. So, the prod­ucts and de­sign tend to change reg­u­larly to keep telling that story in new and in­ter­est­ing ways.

While con­cept stores are de­signed to en­gage, they

shouldn’t be con­fused with flag­ship stores. Cre­at­ing mul­ti­sen­sory shop­ping ex­pe­ri­ences, flag­ship stores com­bine aes­thetic and in­ter­ac­tive el­e­ments, mak­ing them a des­ti­na­tion venue in their own right. Ul­ti­mately, flag­ships are pri­mar­ily de­signed to strengthen brands, not to make money. However, the con­cept store is all about ROI, with many re­tail­ers us­ing them to test the water be­fore rolling out suc­cess­ful ideas across the high­street. This is one rea­son con­cept stores are im­mensely pop­u­lar with mall devel­op­ers.

Apart from this, malls come up with their own unique retail con­cepts which can greatly en­hance con­sumer ex­pe­ri­ence by of­fer­ing ex­tra ex­pe­ri­en­tial el­e­ments such as a cafés, pop up stores or events, which help build a com­mu­nity around the life­style they em­body.

The Need for a Unique Retail Con­cept

For retail to thrive and counter the e-com­merce on­slaught, malls, brands and re­tail­ers need to con­tin­u­ally rein­vent them­selves. To­wards this ma­jor re­tail­ers and brands have started fol­low­ing a lo­cal show­room­ing strat­egy whereby they focus more on ex­pe­ri­ences than in-store sales. Malls too focus more on con­cepts in a bid to at­tract con­sumers through not just touch and feel, but also through sheer ex­pe­ri­ence.

Cut-throat com­pe­ti­tion can squeeze mar­gins, and so mall devel­op­ers to­day need a con­cept that is unique and com­pelling, some­thing which makes the com­pe­ti­tion ir­rel­e­vant. Re­tail­ers need use space ef­fec­tively to con­nect with con­sumers, while us­ing tech to en­able sales, but there’s no one size ͤts all model to do­ing this well; it’s dif­fer­ent for every brand. They need to im­ple­ment this con­cept in such a way that a loyal cus­tomer base is cre­ated, and the qual­ity should be so high that com­pe­ti­tion should be un­able to ex­e­cute the same idea. If a re­tailer is able to do this suc­cess­fully, he has man­aged to cre­ate a con­cept store!

In a nut­shell, con­cepts cul­ti­vate ex­pe­ri­ences that sim­ply can’t be repli­cated on-line while boost­ing sales.

Take for ex­am­ple Nord­strom’s mer­chan­dise-free con­cept store which was launched in 2017. The depart­ment store gi­ant’s con­cept store didn’t ac­tu­ally have any cloth­ing in stock. In­stead, Nord­strom Lo­cal – as it was chris­tened – fo­cuses on free con­sul­ta­tions with per­sonal stylists, who ad­vise cus­tomers on what to buy and then have the mer­chan­dise brought in. The store also of­fers man­i­cures, a glass of beer or wine, cold­pressed juices and espres­sos, and a curb­side pickup ser­vice.

Man­hat­tan-based con­cept store Story takes the point of view of a mag­a­zine, changes like a gallery and sells things like a store. This means that every few weeks there is a newly de­signed store and cu­rated col­lec­tion of mer­chan­dise, a new theme.

In In­dia, stores like Jaipur Modern in – you guessed it – Jaipur, Cin­na­mon in Ben­galuru and Ci­clo Café in Gu­ru­gram give con­cept stores a com­pletely dif­fer­ent mean­ing. While Jaipur Modern and Cin­na­mon are housed in stylish, old bun­ga­lows with the for­mer host­ing the oc­ca­sional art ex­hibit in its front yard and the other hous­ing a quaint eatery in its court­yard, Ci­clo Café is a haven for cy­cling en­thu­si­asts – a pop­u­lar name within hos­pi­tal­ity and cy­cling cir­cuits, it re­tails high-end cy­cles, along with de­li­cious food.

Con­cepts like su­per­mar­ket chain Hyper­City’s self-check­out, cashier-less stores in In­fosys’ Hy­der­abad cam­puses where cus­tomers are ex­pected to check out the items they have pur­chased them­selves, are also gain­ing pop­u­lar­ity for the ex­pe­ri­ence and of course, the short­en­ing of shop­ping time since peo­ple don’t have to stand in queues to be billed. Here, cus­tomers can scan bar­codes on prod­ucts as they shop, gen­er­ate an in­voice and pay, and leave. Pay­ment op­tions in­clude debit/ credit cards, net bank­ing, mo­bile wal­lets and even UPI.

Unique Retail Con­cepts: What They Mean for Malls

For malls, in par­tic­u­lar, bring­ing in unique retail con­cepts – in the form of stores or are of great value. Ac­cord­ing to a McKin­sey study, malls need to move in a dif­fer­ent di­rec­tion, away from com­modi­tised shop­ping ex­pe­ri­ences and to­ward a broad­ened value propo­si­tion for con­sumers. For malls, it is ex­tremely im­por­tant to

dif­fer­en­ti­ate con­sumer of­fer­ing, with a focus on ex­pe­ri­ence and con­ve­nience and con­cept stores are a great way to pro­vide this dif­fer­en­ti­a­tion.

The McKin­sey study fur­ther states that on the ten­ant mix front, in­no­va­tive malls are strate­gi­cally re­think­ing the types of stores that con­sumers will re­spond to. An­chor ten­ants that drive trafͤc are still key, but we also see a new em­pha­sis on a cu­rated mix of smaller stores that add a sense of nov­elty to the mall of­fer­ing. Ad­di­tion­ally, some malls are mak­ing greater use of tem­po­rary, flex­i­ble spa­ces that can ac­com­mo­date dif­fer­ent stores over time.

In­no­va­tive malls are in­cor­po­rat­ing value-added con­cepts and el­e­ments that at­tempt to re­cast the mall as new so­cial and ex­pe­ri­en­tial hubs – these could be con­cepts like spas, ͤt­ness clubs or even stores that pro­vide the con­sumer with un­par­al­leled ex­pe­ri­ences.

Stay­ing Ahead of The Curve

One shop­ping cen­tre which be­lieves in the power of unique retail con­cepts is Se­lect

CITY­WALK, a re­spon­si­ble, vi­brant, up­scale and cut­ting-edge shop­ping cen­tre in the heart of Delhi lead­ing the retail rev­o­lu­tion and ‘hap­pi­ness’ quo­tient for dis­cern­ing shop­pers of In­dia since the last 11 years.

Se­lect CITY­WALK is a hub to more than 80 ac­claimed in­ter­na­tional brands in In­dia. Se­lect CITY­WALK has always been the pre­ferred launch des­ti­na­tion for sev­eral global brands want­ing to foray into In­dia. Some of the brands en­tered the shop­ping cen­tre in­clude Bath & Body Works, MAC, Gap, Muji, Sephora, Zara, H&M and many more.

Stores in the shop­ping cen­tre re­main open till 11 pm, and they also pro­vide free home de­liv­ery ser­vices much to the de­light of happy shop­pers. De­spite al­ready be­ing crowned as In­dia’s best per­form­ing shop­ping cen­tre by rev­enue per sq. ft. and sales per sq. ft., the Se­lect CITY­WALK man­age­ment ͤrmly be­lieves that since malls are no longer just shop­ping des­ti­na­tions and are trans­form­ing into com­mu­nity hubs, they should be ex­pe­ri­ence and event cre­ators. With this as its focus, the mall devel­op­ers strive to pro­vide the con­sumers with the best of ev­ery­thing – cu­rated culi­nary ex­pe­ri­ences, the­matic dec­o­ra­tion, shop­ping pro­mo­tion, unique events, car­ni­vals and more.

The Shop & Get dig­i­tal video pro­mo­tion cel­e­brat­ing the 10th An­niver­sary of Se­lect CITY­WALK re­ceived over 104K views, gen­er­ated over 30K en­gage­ment across all plat­forms with a reach of over 3.79L. The an­niver­sary cel­e­bra­tions gen­er­ated 2L im­pres­sions on Face­book, Twit­ter, In­sta­gram.

“Apart from this, some in­no­va­tive con­cepts which the mall has been en­gaged in to in­crease foot­falls in­cludes cel­e­bra­tions. From Di­wali to Christ­mas, Valen­tine’s to Ganesh Chaturthi, every sin­gle event is metic­u­lously planned and ex­e­cuted. Aim­ing to always make for a con­ve­nient shop­ping trip, the many var­ied ser­vices

en­sure that the shop­per never feels the need to step out of the shop­ping cen­tre for any­thing. The shop­ping cen­tre goes that ex­tra mile to serve some­thing unique to the vis­i­tors through events such as Sta­tionery @ Se­lect CITY­WALK, Cold Cof­fee Fes­ti­val, Asian Hawk­ers Mar­ket, Choco­late Car­ni­val, Waf­fle Fes­ti­val, Pizza Fes­ti­val and more,” says Yo­gesh­war Sharma, Ex­ec­u­tive Di­rec­tor and CEO, Se­lect In­fra­struc­ture Pvt. Ltd.

At Gar­dens Gal­le­ria Mall, Noida it is the per­fect blend of flag­ship stores and ex­pe­ri­en­tial retail that keeps draw­ing in the crowds. Their lat­est of­fer­ing – VRUn­real, the ͤrst ever Vir­tual Re­al­ity gam­ing zone in Delhi-NCR – is the new­est con­cept which is bring­ing in in­cre­men­tal foot­falls and in turn, driv­ing brand re­call for the mall.

The mall also houses a beau­ti­fully de­signed Star­bucks, as well as Play­box, which is owned by Dubaibased Amuse­ment Ser­vices In­ter­na­tional and is a whole­some play area where chil­dren can ex­plore and en­gage in al­most 80 dif­fer­ent kinds of in­ter­ac­tive ac­tiv­i­ties. This play zone with a dif­fer­ence has be­come a mas­sive draw for kids, bring­ing in huge foot­falls to the mall.

“Be­ing the mall that is known as the So­cial Hub of Delhi-NCR, Gar­dens Gal­le­ria & TGIP has been do­ing a lot to en­gage & at­tract cus­tomers to the mall. We always plan some or the

AIM­ING TO ALWAYS MAKE FOR A CON­VE­NIENT SHOP­PING TRIP, THE MANY VAR­IED SER­VICES EN­SURE THAT THE SHOP­PER NEVER FEELS THE NEED TO STEP OUT OF THE SHOP­PING CEN­TRE FOR ANY­THING. - Yo­gesh­war Sharma

WE ALWAYS PLAN SOME OR THE OTHER KIND OF AC­TIV­ITY EVERY WEEK THAT NOT ONLY CRE­ATES CU­RIOS­ITY AMONG THE PA­TRONS OF WHAT IS GO­ING TO HAP­PEN NEXT BUT ALSO HELPS IN RE­TAIN­ING THEM. NOT JUST AC­TIV­I­TIES THAT IN­VOLVE CUS­TOMER PAR­TIC­I­PA­TION IS OUR KEY STEP BUT WE ALSO OR­GA­NIZE SO­CIAL EVENTS LIKE PER­FOR­MANCES BY FA­MOUS BANDS, CELEBRITY VIS­ITS, MARATHONS ETC. - Pri­tika Nag­pal

AT PA­CIFIC CUS­TOMER EN­GAGE­MENT IS ONE OF THE KEY TOOLS THAT HELP US ES­TAB­LISH RE­LA­TION­SHIPS WITH OUR CUS­TOMERS AND IN TURN IN­CREASE BRAND LOY­ALTY AND AWARE­NESS. - Ab­hishek Bansal

Mall has always given the high­est pref­er­ence to Cus­tomer En­gage­ment and for us it is less about re­tail­ing, but more about cre­at­ing per­sonal ex­pe­ri­ences and cel­e­bra­tion op­por­tu­ni­ties for the peo­ple who visit the Mall. There­fore we con­sciously try to cre­ate av­enues and ac­tiv­i­ties and cam­paigns that would take the ‘ca­sual’ out of shop­ping and make it a more mean­ing­ful, en­gag­ing and event­ful ex­pe­ri­ence. Some ac­tiv­i­ties are a part of an­nual cam­paigns and some ac­tiv­i­ties are spe­cially cu­rated keep­ing in mind var­i­ous fes­ti­vals and im­por­tant days,” says Ab­hishek Bansal, Ex­ec­u­tive Di­rec­tor, Paciͤc In­dia. and bet­ter con­cepts to bring in the crowds in­clud­ing play zones, work­shops, events, sales and even con­certs.

Paciͤc Mall is also max­i­miz­ing on dig­i­tal tech­nol­ogy in a bid to en­hance cus­tomer en­gage­ment to stim­u­late foot­falls and boost­sales. The Zara and Life­style con­cept stores in the mall have seen un­be­liev­able growth from the day they opened, with Life­style be­com­ing the top per­form­ing store in the coun­try, leav­ing com­pe­ti­tion far be­hind.

“At Paciͤc Cus­tomer en­gage­ment is one of the key tools that help us es­tab­lish re­la­tion­ships with our cus­tomers and in turn in­crease brand loy­alty and aware­ness. Paciͤc other kind of ac­tiv­ity every week that not only cre­ates cu­rios­ity among the pa­trons of what is go­ing to hap­pen next but also helps in re­tain­ing them. Not just ac­tiv­i­ties that in­volve cus­tomer par­tic­i­pa­tion is our key step but we also or­ga­nize so­cial events like per­for­mances by fa­mous bands, celebrity vis­its, marathons etc. from time to time. Other than these events, we reg­u­larly or­ga­nize Shop­ping fests, fash­ion shows for kids, men & women,

Some of the cam­paigns that are a part of these en­gage­ment ac­tiv­i­ties in­clude:

#EDIT YOU – Free Stylist

Ser­vices: We have re­cently launched a Free Styling Ser­vices for our cus­tomers. These ser­vices are be­ing of­fered by renowned stylist Vib­hinta Verma and as part of these ser­vices we give free con­sul­tan­cies to our cus­tomers on top­ics such as Idle Style based on ones body shapes,

club ͤghts part­ner­ing with the Knock out Club. Apart from this, we are very ac­tive on so­cial me­dia. We run con­tests & many other en­gag­ing con­tents that at­tract peo­ple,” says Pri­tika Nag­pal, As­so­ciate Di­rec­tor Mar­ket­ing, En­ter­tain­ment City.

An­other mall which be­lieves in not be­ing just an­other shop­ping des­ti­na­tion is Paciͤc Mall, Tagore Gar­den in New Delhi. The mall is no longer fo­cused on just Big Box retail. They’ve moved on to big­ger

Best Ac­ces­sories that would suit you, Makeup and Groom­ing Tips, Fes­tive Fash­ion tips , Colours for the sea­son etc.

Live mu­sic and Con­certs: You can en­joy your week­ends with mu­si­cal per­for­mances and live con­certs at the Mall. ‘Paciͤc Un­plugged’ on se­lect Satur­days is aimed at en­ter­tain­ing cus­tomers with live mu­si­cal per­for­mances by lead­ing In­dian artists and troupes. This in­cludes non-vo­cal band/ in­stru­men­tal per­for­mance by pro­fes­sion­als or live shows by artists from dif­fer­ent ͤelds in­clud­ing mag­i­cal shows, jug­glers, stand up co­me­di­ans etc. Apart from that we en­cour­age bud­ding artists and singers by giv­ing them a chance to per­form in front of live au­di­ences every Fri­day. Queen’s Wednesday: Every Wednesday Paciͤc Mall or­ga­nizes ‘Queen’s Wednesday’. It is a very pop­u­lar and spe­cial ini­tia­tive fo­cused to­wards cre­at­ing spe­cial ac­tiv­i­ties, events and op­por­tu­ni­ties for women in or­der to make them feel spe­cial and pam­pered. Every Wednesday the mall lays out a bou­quet of spe­cial ac­tiv­i­ties, ex­hi­bi­tions, con­tests and dis­counts es­pe­cially for women. New Brands and Stores Launch: we con­stantly try to re­jig the brand mix keep­ing in sync with the chang­ing cus­tomer pref­er­ences. Some of the new brands that were a part of the line-up in­cluded Cover Story, Su­perdry, GAP, Ar­mani Ex­change, Mango, Ham­leys, Nike, Asics, La­coste and many more. Re­wards and Con­tests: Con­tests and cel­e­bra­tions marking spe­cial days are very reg­u­lar at the Mall. The last con­tests were dur­ing Christ­mas & New Year. where lucky win­ners got a fam­ily trip to Europe , dur­ing Paciͤc Mall’s Sev­enth An­niver­sary Cel­e­bra­tion the cus­tomers were pre­sented gifts worth a mil­lion and dur­ing the last sum­mer cam­paign we gave away Dis­ney Land trip for a fam­ily. The awards and recog­ni­tion at Paciͤc is not lim­ited to cus­tomers only but also em­ploy­ees and retail staff. On the oc­ca­sion of Mall’s an­niver­sary, every year we iden­tify top per­form­ing stores in var­i­ous cat­e­gories and re­ward the re­spec­tive store team on the an­niver­sary day with tro­phies and give-aways to boost retail staff’s morale so that they work even harder to per­form bet­ter each year. Kids Zone and Ac­tiv­i­ties: we have spe­cial ac­tiv­i­ties on an on­go­ing ba­sis through­out the year for kids, be it sum­mer va­ca­tion work­shops, Scuba Div­ing lessons, Hobby Classes, Hot Wheels ex­pe­ri­ence cen­tre, DIY classes, Car­toon char­ac­ters visit, etc to name a few.

Mean­while at DLF Shop­ping

Malls, cus­tomer vis­its are not lim­ited to just shop­ping. The malls have ac­counted mul­ti­ple en­ter­tain­ment chan­nels to en­sure the de­sired holis­tic ex­pe­ri­ence a cus­tomer is look­ing for. They have in­cor­po­rated a sep­a­rate en­ter­tain­ment hub for kids such as Funcity; for peo­ple across age groups there is Ski In­dia, movie the­atres, etc. An ideal com­bi­na­tion of food, hos­pi­tal­ity, en­ter­tain­ment touch points and of course shop­ping helps in cre­at­ing the holis­tic ex­pe­ri­ence that will drive a cus­tomer to the mall.

DLF Em­po­rio hosted var­i­ous events and pro­mo­tions through­out the year to ap­peal to our cus­tomers and ex­cite their shop­pers. Some of them were – The DLF Em­po­rio Lux­ury Shop­ping Fes­ti­val: A month long shop­ping fes­ti­val that gives our pa­trons the op­por­tu­nity to win daily and weekly lux­ury gifts along with a month end mega prize on a min­i­mum shop­ping amount. The DLF Em­po­rio Cou­ture Wed­dings: where we give reg­is­tered guests the op­por­tu­nity to get styled per­son­ally by lead­ing celebrity stylists, makeup artists and de­sign­ers. The DLF Em­po­rio De­sign Awards: A unique plat­form for bud­ding young de­sign­ers from De­sign schools and col­leges across the coun­try, to dis­play their work and retail out of DLF Em­po­rio through a pop-up store. DLF Em­po­rio L’Homme Lux­ury: An ex­clu­sive Menswear event with all In­ter­na­tional and In­dian Menswear brands show­cas­ing their lat­est of­fer­ings across the ap­parel and ac­ces­sories cat­e­gories with se­lect guests and in­flu­encers as the au­di­ence.

“Lux­ury in its very essence thrives on ex­clu­siv­ity and per­son­al­ized ex­pe­ri­ences. Tech­nol­ogy, has proven to be a strong ally for the lux­ury brands and en­gage­ment with the au­di­ence has be­come more di­rect. We use the so­cial

LUX­URY IN ITS VERY ESSENCE THRIVES ON EX­CLU­SIV­ITY

AND PER­SON­AL­IZED EX­PE­RI­ENCES. TECH­NOL­OGY, HAS PROVEN TO BE A STRONG ALLY FOR THE LUX­URY BRANDS AND EN­GAGE­MENT WITH THE AU­DI­ENCE HAS BE­COME MORE DI­RECT. - Di­naz Mad­hukar

and dig­i­tal me­dia to in­tro­duce dis­rup­tive con­tent and cre­ative cam­paigns to con­nect with our pa­trons, which leads to a di­rect im­pact on foot­falls and sales,” says Di­naz Mad­hukar’s– EVP, DLF Lux­ury Retail & Hos­pi­tal­ity.

Quest Mall in Kolkata has come up with one of the most unique retail con­cepts in all of the coun­try, their Mid­night Sale at Quest (MSQ) in the year 2015. The idea re­volved around con­vert­ing the long­est day of the year – the sum­mer sol­stice – into the long­est one day shop­ping fes­ti­val of the year in the his­tory of off­line retail with ex­cit­ing dis­counts up to 50 per­cent across all brands.

MSQ has now be­come an ex­clu­sive prop­erty of Quest and shop­pers ea­gerly wait for the event every year. We have found that our pa­trons keep wait­ing for our events to in­dulge in them as a fes­ti­val and these events are be­com­ing big­ger every pass­ing year. For an in­stance, MSQ has

be­come big­ger and we have been able to touch `8.5 crore mark this year,” says San­jeev Mehra, Vice Pres­i­dent, Quest Prop­er­ties In­dia Ltd.

Other in­no­va­tive con­cepts which the mall has been con­duct­ing to in­crease foot­fall in­clude The Repub­lic Day Sale, fes­tive dé­cor and cel­e­bra­tions.

For its third an­niver­sary cel­e­bra­tions, Quest trans­formed the mall into a pop up night club for top cus­tomers, celebri­ties, brand lead­ers, im­por­tant per­son­al­i­ties of Kolkata. The el­e­gant dé­cor in­cluded LED map­ping, disco balls, web-cage struc­ture of cut­work fab­ric, black glass ny­lon cur­tains and a black & white acrylic dance floor. Food from a team of 35 chefs flew down right from dif­fer­ent part of the coun­try to serve the city with an ar­ray of ex­otic cui­sine and en­ter­tain­ment by grav­ity de­fy­ing aerial acts.

“We make it a point to reg­u­larly in­ter­act with pa­trons over so­cial me­dia and or­ga­nize con­tests on a reg­u­lar ba­sis. For an in­stance, for one of our re­cent tie-ups with UBER, we gave away mer­chan­dise from Steve Mad­den to ͤve lucky win­ners. We also keep on ex­per­i­ment­ing with dif­fer­ent events to wow our pa­trons,” says Mehra.

“To cater to the in­ter­est of all age groups, apart from F&B and en­ter­tain­ment, Quest has also cre­ated an ex­hi­bi­tion space called The Loft which is a per­ma­nent area for pop-up art and cul­ture,” he adds.

Am­buja Re­alty De­vel­op­ment Lim­ited which owns and op­er­ates

City Cen­tre Raipur came up with an ex­tremely suc­cess­ful con­cept to draw in fam­i­lies, help them spend more time with each other. The mall has de­cided to cel­e­brate every fes­ti­val with aplomb for the com­mu­ni­ties that live in Raipur. Apart from Lohri Di Raat, Baisakhi Di Raat and Cheti Chand Ma­hot­sav, var­i­ous events for kids are also held, which in­clude cel­e­bra­tions and friendly competitions, con­vert­ing the mall into a much-loved com­mu­nity hub.

The mall also or­gan­ises ex­cel­lent con­cepts that bring in the youth in­clud­ing fash­ion shows, Hard Rock Band Com­pe­ti­tion, and col­lege fes­ti­vals.

WE HAVE FOUND THAT OUR PA­TRONS KEEP WAIT­ING FOR OUR EVENTS TO IN­DULGE IN THEM AS A FES­TI­VAL AND THESE EVENTS ARE BE­COM­ING BIG­GER EVERY PASS­ING YEAR. FOR AN IN­STANCE, MSQ HAS BE­COME BIG­GER AND WE HAVE BEEN ABLE TO TOUCH ₹ 8.5 CRORE MARK THIS YEAR. - San­jeev Mehra

THESE CON­CEPTS BOOST BRAND IM­AGE OF THE MALL, BRING IN IN­CRE­MEN­TAL FOOT­FALLS AND IN TURN UP THE SALES OF RE­TAIL­ERS IN THE MALL DUR­ING THE PE­RIOD OF THE PRO­MO­TION. - Pramod Ran­jan Dwivedi

THE AC­TIV­I­TIES WE CON­DUCT USU­ALLY IN­VOLVE GRAT­I­FI­CA­TION FOR THE CON­SUMER, IN­CLUD­ING SEV­ERAL COMPETITIONS, GAMES, ON­LINE CON­TESTS,LUCKY DRAWS ETC., WHERE CUS­TOMERS STAND A CHANCE TO WIN GIFTS, VOUCH­ERS, FREE DIN­NERS AT RETAIL PART­NERS IN THE MALL AND MUCH MORE. - Ari­jit Chat­ter­jee

WE HAVE SOME­THING EX­CIT­ING FOR THE CON­SUMERS AL­MOST EV­ERY­DAY FOR DIF­FER­ENT CAT­E­GORIES AND SEG­MENTS IN THE MALL. WE HAVE SHOP­PING TUES­DAYS, FOOD TAST­ING DAY WORK­SHOP, PET ADOP­TION SHOW, ON REG­U­LAR BA­SIS. WE ALWAYS TRY TO SUR­PRISE OUR CUS­TOMERS WITH UNIQUE CON­CEPTS. - Su­nil Shrof f

Pramod Ran­jan Dwivedi, Head - Group Real Estate Mar­ket­ing & Cus­tomer Care, Am­buja Re­alty De­vel­op­ment Lim­ited, says “These con­cepts boost brand im­age of the mall, bring in in­cre­men­tal foot­falls and in turn up the sales of re­tail­ers in the mall dur­ing the pe­riod of the pro­mo­tion.”

In­side City Cen­tre Raipur you can ͤnd many con­cept stores and ar­eas in­clud­ing like Dessert Street, Din­ing Street, Kid’s Street, Bar Lounge, Valen­tine Cafe and Gar­den of Senses, among oth­ers. The time­less In­dian con­cept of the Ghanta Ghar, nat­u­ral day­light, water bodies, open spa­ces and ex­ten­sive plan­ta­tions have also been cre­ated in the mall which makes it com­pletely dif­fer­ent from any other in Cen­tral In­dia.

Junc­tion Mall Kolkata too has a his­tory of put­ting to­gether ex­cel­lent events, which work to bring the com­mu­nity closer to­gether, mak­ing the mall a com­plete fam­ily des­ti­na­tion.

“The ac­tiv­i­ties we con­duct usu­ally in­volve gratiͤ­ca­tion for the con­sumer, in­clud­ing sev­eral competitions, games, on­line con­tests,lucky draws etc., where cus­tomers stand a chance to win gifts, vouch­ers, free din­ners at retail part­ners in the mall and much more. This con­cept of fulͤl­ment and gift­ing is a huge crowd puller. The re­wards sys­tem

en­sures a loyal base is built to en­joy the unique retail con­cepts the mall has to of­fer,” says Ari­jit Chat­ter­jee, COO of Junc­tion Mall.

Some of the most suc­cess­ful con­cepts and cam­paigns which the mall has or­ga­nized over in­clude

Junc­tion Jam: Clash of rock bands, Shop­ping Pujo: Durga Pujo Cam­paign, Bachaao: Shop MOre Save MOre cam­paign dur­ing EOSS and PoilaPar­bon: Ben­gali New Cel­e­bra­tion.

“These cam­paigns added to our reach to new set of cus­tomer base every time apart from nor­mal leap in terms of cus­tomer walk-ins, brand per­for­mances,” adds Chat­ter­jee.

Vi­viana is the ͤrst mall in the coun­try to have em­braced the cause for the vis­ually im­paired. Vi­viana launched an au­dio-tac­tile la­belling sys­tem and Braille menu cards at all restau­rants and out­lets of the mall. Thus of­fer­ing a com­plete mall ex­pe­ri­ence to the vis­ually im­paired. Vi­viana also pro­vides shop­ping as­sis­tance to the blind by trained staff along with other fa­cil­i­ties such as a tac­tile Braille Map, direc­tory etc.

“We have some­thing ex­cit­ing for the con­sumers al­most ev­ery­day for dif­fer­ent cat­e­gories and seg­ments in the mall. We have shop­ping Tues­days, Food Tast­ing day Work­shop, Pet Adop­tion Show, on reg­u­lar ba­sis. We always try to sur­prise our cus­tomers with unique con­cepts. The idea is to grab their at­ten­tion, ex­cite­ment and make them happy. In each quar­ter we focus on cre­at­ing such ex­cite­ment. Bride and Bride­groom to be cam­paign, which was the part of the on­line wed­ding shop­ping fes­ti­val, got in­ter­na­tional recog­ni­tion was one of the best we did re­cently”, says Su­nil Shroff, CEO, Vi­viana Mall.

“Most of these cam­paigns cre­ates de­light­ing fac­tors for the ex­ist­ing cus­tomers and mak­ing our bond­ing very strong with them. It dou­bles the ex­cite­ment among the buy­ers which im­pacts the busi­ness,” he fur­ther adds.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.