Mid­night Sum­mers at Quest More Than Just a Sale, It’s a Unique Con­sumer Ex­pe­ri­ence’

After the roar­ing suc­cess of MSQ – the mid­night sale is a com­plete shop­ping frenzy with ex­cit­ing of­fers and dis­counts of up to 50 per­cent across all brands and fes­tive ac­tiv­i­ties like fire­works dis­play – the mall has de­cided to make it a yearly event…

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

At Kolkata’s Quest Mall, the best deal of the day started at mid­night this sum­mer! Yes, you heard that right. The mall held its flag­ship event, Mid­night Sum­mers at Quest (MSQ), at the sum­mer sol­stice, June 17, 2018.

After the roar­ing suc­cess of MSQ – the mid­night sale is a com­plete shop­ping frenzy with ex­cit­ing of­fers and dis­counts of up to 50 per­cent across all brands and fes­tive ac­tiv­i­ties like ͤre­works dis­play– the mall has de­cided to make it a yearly event.

In an ex­clu­sive in­ter­view with Shop­ping Cen­tre Fo­rum, San­jeev Mehra, Vice Pres­i­dent, Quest Mall, talks about what makes MSQ a suc­cess, com­pa­ra­ble to other pop­u­lar off­line for­mats like Black Fri­day sales and Box­ing Day sales. Every shop­ping cen­tre to­day is known for con­duct­ing sea­sonal pro­mo­tions. In such a sce­nario what is unique about MSQ? Do you hold thus event to ex­clu­sively of­fer un­usual ex­pe­ri­ences or is it an at­tempt to clear ex­cess in­ven­to­ries? MSQ is sought after be­cause it’s more than just a shop­ping fes­ti­val. It’s an ex­pe­ri­ence. The sale is ac­com­pa­nied by at­trac­tive ac­tiv­i­ties, live con­tests and a su­perb ͤre­works dis­play. This year, we had ac­tiv­i­ties like count­down timers, 15 x 15 foot sky bal­loons and a DJ who played EDM mu­sic to add to the rev­elry.

The unique sell­ing point of MSQ is that the en­tire mall is on sale, it’s night out for the pa­trons with amaz­ing deals, and is the pre­cur­sor to the ofͤ­cial sum­mer EOSS across all brands in our mall. Why do you need an an­nual ac­tiv­ity like MSQ? In­dia, as a coun­try, has only two types of sea­sons – sum­mer and win­ter. We like to keep one in­ter­est­ing sale ac­tiv­ity for both

sea­sons – MSQ for the sum­mer and our Repub­lic Day Sale dur­ing the win­ter.

We do other pro­mo­tional ac­tiv­i­ties like mall dé­cor and in­ter­ac­tive pro­mo­tional events, but we avoid do­ing col­lec­tive sales for more than two times in ayear be­cause we feel more than this usu­ally re­sults in the di­lu­tion of the brand. What was USP of re­cently con­cluded mid­night sale? What cat­e­gories were on dis­count and which brands of­fered max­i­mum and min­i­mum dis­counts? All our brands and cat­e­gories were dis­counted dur­ing the sale. The cat­e­gories with the max­i­mum dis­count in­cluded iPhones, lux­ury items, and fash­ion ap­par­els & ac­ces­sories The cat­e­gories with min­i­mum dis­count were elec­tron­ics, eth­nic wear, jew­ellery and watch brands What spe­cial ar­range­ments were made to man­age the in­cre­men­tal foot­falls dur­ing MSQ 2018? Mar­ket­ing wise, we have come up with a 360 de­gree strat­egy to reach out to the cus­tomer in every way pos­si­ble. This strat­egy in­cluded print ads, hoard­ings and in­no­va­tive dig­i­tal mar­ket­ing ideas like carousal ads.

Op­er­a­tion-wise, we have made spe­cial ar­range­ments with the po­lice to main­tain law and or­der in and around the mall. We also had an ar­range­ment with the trafͤc po­lice to chalk out a trafͤc flow plan around the mall and iden­tiͤed 30 park­ing zones for chauf­fer driven cars to en­sure reg­u­lar trafͤc in and around the mall was not dis­rupted.

We also tied up with West Ben­gal Fire and Emer­gency Ser­vices for any emer­gency sit­u­a­tions that might oc­cur, Wood­lands Hos­pi­tals for am­bu­la­tory ser­vices as well as Uber which pro­vided spe­cial deals to con­sumers. There was an Uber kiosk in the mall to pro­vide shop­pers with as­sis­tance in book­ing cabs. Tell us about your ar­range­ments with re­tail­ers dur­ing MSQ 2018 to cre­ate a proͤtable sit­u­a­tion for both the mall and brands? We don’t have a set rev­enue shar­ing sys­tem with re­tail­ers. However, we do co­or­di­nate well in time so that all brands and re­tail­ers can make the nec­es­sary ar­range­ments for MSQ in a timely man­ner. As per new poli­cies, retail es­tab­lish­ments are al­lowed to op­er­ate 24X7. Do you think such poli­cies will fur­ther boost the re­sponse for fu­ture MSQs? MSQ is a one off event, while retail poli­cies are made as per de­mand and sup­ply. However, there is a cost at­tached to es­tab­lish­ments which are de­signed to work 24X7. There­fore, in my opin­ion, let­ting retail es­tab­lish­ments re­main open 24X7 is not a vi­able so­lu­tion. This time frame should be re­stricted to events like MSQ, or at best to the hos­pi­tal­ity in­dus­try. What is the rev­enue that mall has earned from MSQ 2018? This year, we have earned a neat `8.65 crore. What have you changed in as far as MSQ is con­cerned from in­cep­tion to 2018? The ͤrst year of MSQ (2015) was more of a mar­ket­ing ef­fort and we needed to do a lot to con­vince re­tail­ers to be a part it. The re­sults were mind bog­gling. We recorded foot­falls of around 90,000 in three hours and an in­flow of over 5,000 cars, which was 10 times the av­er­age foot­falls then for three hours at any point of time at Quest Mall.The mall did a busi­ness of `3 crore (in three hours) and a Face­book post reach of around 1 lakh in three days (June 17 – June 19, 2015).

The top 10 brands (sales-wise) av­er­aged more than `10 lakh in sale and the mil­lion ru­pee busters were Michael Kors, Vero Moda, DKNY, ONLY, For­ever New last year.

While the con­cept has re­mained by and large the same, by the next year – since we un­der­stood that the beast was only go­ing to get big­ger with each year – our con­cen­tra­tion moved com­pletely to op­er­a­tional as­pects; and there­fore, for the later ver­sions we were able to suc­cess­fully man­age foot­falls of 2,15,000; 2,60,000 and 2,90,000 in the MSQ 2016, 2017 and 2018. What is the tar­get for MSQ’s 2019 edi­tion? We hope to break this year’s records and their re­tail­ers are go­ing to that ex­tra mile to make sure that hap­pens.We are aim­ing to touch the `10 crore mark at MSQ 2019.

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