DLF Shop­ping Malls to Go Phy­gi­tal this Year

Shopping Center News - - CONTENTS - – By Charu Lamba

Phy­gi­tal ex­pe­ri­ence is go­ing to change the retail land­scape of the coun­try and DLF is well on its way to be­ing the pi­o­neer of pro­vid­ing them to the con­sumer by launch­ing and de­ploy­ing new ex­pe­ri­ences in all its shop­ping cen­tres...

DLF Shop­ping Malls have been lead­ing the retail and en­ter­tain­ment space by con­stantly in­no­vat­ing to stay ahead of the curve and to en­sure su­pe­rior ex­pe­ri­ence to cus­tomers.

“We aim to cre­ate In­dia’s big­gest Phy­gi­tal mar­ket places with our of­fer­ings across port­fo­lio in­clud­ing DLF Prom­e­nade, DLF-Mall of In­dia, DLF Place Saket and Cy­ber Hub,” says Harsh­vard­han Singh Chauhan, Cen­tral Head of Mar­ket­ing & Phy­gi­tal at DLF Shop­ping Malls.

He adds, “In terms of ser­vices, our malls have been made friendly to ap­peal dif­fer­ent kind of con­sumer seg­ments. For the last one year, each of these prop­er­ties have gone ahead of the curve to be dig­i­tally ad­vanced and tak­ing the Phy­gi­tal jour­ney to the next level.”

Im­prov­ing Cus­tomer Ex­pe­ri­ence

DLF is com­mit­ted to of­fer­ing a holis­tic ex­pe­ri­ence to all guests that ex­tends well beyond a trans­ac­tional re­la­tion­ship of sim­ply of­fer­ing the widest range of brands un­der one roof.

Ac­cord­ing to Chauhan: “We want every guest to feel spe­cial and well taken care of. Our cus­tomer ser­vice is our big­gest com­pet­i­tive ad­van­tage and the col­lab­o­ra­tion with Uber is an im­por­tant step in the pipeline that will take con­sumer ex­pe­ri­ence to the next level. Our last col­lab­o­ra­tion with Uber led to a sub­stan­tial in­crease in foot­falls to all our malls, in­spir­ing us to col­lab­o­rate once again with more fa­cil­i­ties and op­tions to make the travel ex­pe­ri­ence truly seam­less for our guests, ir­re­spec­tive of whether they have the app or not.”

DLF has once again col­lab­o­rated with Uber Cabs to of­fer every guest a has­sle free and con­ve­nient com­mute ex­pe­ri­ence. Un­der the col­lab­o­rated of­fer, com­muters will be of­fered Uber Ex­pe­ri­ence zones at DLF Place Saket and Cy­berHub which will be manned to fa­cil­i­tate book­ing of Uber cabs for non-users, en­abling them to en­joy a has­sle free ride back home.

Fur­ther­more, DLF Malls will have UBER Pickup Zones too to cre­ate a seam­less com­mute ex­pe­ri­ence, un­in­ter­rupted by in­ces­santly long wait­ing time. This time, Uber has in­tro­duced new dis­counted fares for the com­muters from DLF shop­ping malls for a whoop­ing pe­riod of next six months.

“We have also col­lab­o­rated with SBI and ICICI which en­ables con­sumers to have big­ger dis­counts, when they are shop­ping. Along with this, the deeper in­te­gra­tion play­ers like PayTM and other pay­ment so­lu­tion providers will pro­vide su­pe­rior pay­ment con­ve­nience to the shop­pers,” says Chauhan.

“All these ini­tia­tives on a holis­tic per­spec­tive have en­abled us to take the con­sumer ex­pe­ri­ence to the next level and we will con­tinue with the same vi­sion as we go fur­ther,” adds Chauhan.

Mar­ket­ing Strat­egy

Mar­ket­ing is an im­por­tant tool to at­tract cus­tomers to malls. Over a pe­riod of time, mar­ket­ing strate­gies of malls has com­pletely trans­formed, pri­mar­ily in two ways – one: mar­ket­ing has be­come more data cen­tric and se­cond: it has be­come more busi­ness and ROI re­lated.

Whereas ear­lier mar­ket­ing was used largely to cre­ate noise and im­pact, now it is com­pletely driven to­wards im­pact­ing ma­tri­ces like higher con­ver­sions, tak­ing the av­er­age trans­ac­tion value up, to be able to work con­stantly and re­peated per­cent­ages to en­sure that the con­sumers are much bet­ter en­gaged through ini­tia­tives.

High­light­ing the mar­ket­ing ini­tia­tives taken by DLF, Chauhan says, “In last one year, DLF has opened a cou­ple of ver­ti­cals which have grown up to take the mar­ket ini­tia­tives to next level. We have started align­ing and in­te­grat­ing our­selves to the larger ecosys­tem like Uber, ICICI, SBI, OLA et al., to jointly solve con­sumer-cen­tric prob­lems - whether it is re­lated to com­mut­ing, pay­ments etc., and to come to­gether to pro­vide con­sumer-cen­tric so­lu­tions.”

“Also, we have con­sis­tently en­deav­oured to launch more dig­i­tal prod­ucts. Huber, an Ar­tiͤ­cial In­tel­li­gence based app which helps in nav­i­gat­ing through the phys­i­cal space while adding to the ‘dis­cov­er­abil­ity’ of the prop­erty for cus­tomers though mo­bile phones, is the prod­uct which we launched last year. We are mak­ing sure to keep our Mil­len­ni­als and cus­tomers con­nected over In­ter­net, mo­bile, and other de­vices, as large part of con­sumer ac­qui­si­tion is hap­pen­ing from that end,” he adds.

In terms of ac­qui­si­tion of cus­tomers, DLF is also fo­cus­ing more to­wards Phy­gi­tal ac­qui­si­tion rather than phys­i­cal.

Ac­cord­ing to Chauhan: “Our dig­i­tal tech­nol­ogy prod­ucts ver­ti­cal is work­ing con­tin­u­ously to­wards churn­ing out newer Phy­gi­tal prod­ucts to­wards con­sumers. Even our en­tire strate­gies in terms of me­dia has changed a lot, where we are try­ing to focus not just on tra­di­tional me­dia but align with Google and Face­book to form in­te­grated strate­gies.”

A Phy­gi­tal Ex­pe­ri­ence

E-com­merce is cur­rently 1.8 per­cent of the cur­rent retail share in In­dia and is ex­pected to reach 3-4 per­cent. Cash­ing on this op­por­tu­nity, DLF is in­tro­duc­ing the Phy­gi­tal ex­pe­ri­ence for its cus­tomers.

WE AIM TO CRE­ATE IN­DIA’S BIG­GEST PHY­GI­TAL MAR­KET PLACES WITH OUR OF­FER­INGS ACROSS PORT­FO­LIO IN­CLUD­ING DLF PROM­E­NADE, DLF-MALL OF IN­DIA, DLF PLACE SAKET AND CY­BER HUB. - Harsh­vard­han Singh Chauhan, Cen­tral Head of Mar­ket­ing & Phy­gi­tal at DLF Shop­ping Malls

Ac­cord­ing to Chauhan, “What will re­ally dis­rupt the retail in the next decade will be the new retail in a Phy­gi­tal fash­ion, which means malls need to stay abreast of new de­vel­op­ments to of­fer seam­less Phy­gi­tal so­lu­tions to cus­tomers.”

Some of these so­lu­tions in­clude pro­vid­ing navigation so­lu­tions, higher ser­vices on loy­alty and su­pe­rior apps which im­prove dis­cov­er­abil­ity and of­fer per­son­lised so­lu­tions.

Tech­nol­ogy - The Fu­ture of Retail

DLF Shop­ping Mall ex­pe­ri­ences have evolved ex­ceed­ingly, achieved high lev­els of per­for­mance and cus­tomer sat­is­fac­tion. DLF Mall of In­dia be­came the ͤrst ever mall in the coun­try to have adopted the use of tech­nol­ogy with video walls and dig­i­tal kiosks last year. They launched a path-break­ing ini­tia­tive with an on­line BTL Book­ing por­tal where a brand can book, block, auc­tion, re­ceive in­voices, make on­line pay­ments and ac­quire gates passes for BTL ac­ti­va­tions and hir­ing space.

“We also in­stalled Dig­i­tal Di­rec­to­ries to of­fer quick and easy guides to help shop­pers ͤnd what they’re look­ing for at the mul­ti­level malls. On the other hand, DLF Prom­e­nade fol­lowed suit by in­tro­duc­ing WiFi’s and wal­lets for pay­ments within the mall,” ex­plains Chauhan.

“DLF Saket re­cently in­stalled sen­sors in the park­ing lots to pro­vide driv­ers with a vis­ual in­di­ca­tor to de­tect how many park­ing spots were avail­able on each level. Tak­ing Aug­mented Re­al­ity on a com­pletely sig­niͤ­cant level was the in­te­gra­tion of an en­gag­ing Vir­tual As­sis­tant plat­form – Huber. Any­one and ev­ery­one vis­it­ing Cy­ber Hub could ex­plore and cel­e­brate life the way they want with the help of this vir­tual concierge,” he fur­ther states.

Tech dis­rup­tion these days, is con­sid­ered as the way for­ward in the retail in­dus­try. The in­dus­try has al­ready started lev­er­ag­ing the best of it and is con­tin­u­ally up­grad­ing it­self with next level of tech­nolo­gies to en­hance con­sumer fulͤl­ment and their shop­ping ex­pe­ri­ences.

Phy­gi­tal ex­pe­ri­ence is go­ing to change the retail land­scape of the coun­try and DLF is well on its way to be­ing the pi­o­neer of pro­vid­ing them to the con­sumer. These ex­pe­ri­ences will be launched and de­ployed in phases and a big bang launch can be ex­pected some­time be­fore the end of this year.

MAR­KET­ING IS AN IM­POR­TANT TOOL TO AT­TRACT CUS­TOMERS TO MALLS. OVER A PE­RIOD OF TIME, MAR­KET­ING STRATE­GIES OF MALLS HAS COM­PLETELY TRANS­FORMED, PRI­MAR­ILY IN TWO WAYS – ONE: MAR­KET­ING HAS BE­COME MORE DATA CEN­TRIC AND SE­COND:

IT HAS BE­COME MORE BUSI­NESS AND ROI RE­LATED.

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