PA­CIFIC MALL, NEW DELHI

Shopping Center News - - SUCCESS STORY -

Paciͤc Mall re­ceived the IM­AGES Ex­cel­lence Award for Op­er­a­tions Man­age­ment & Busi­ness Trans­parency 2018. One of the main rea­sons which led to this pres­ti­gious award be­ing given to mall was that Paciͤc, Tagore Gar­den saw an ex­or­bi­tant growth of 20 per­cent in the year 2017, when it clocked `920 crore in con­sump­tion and 15 per­cent growth in foot­falls – to close at `1.25 crore for the ͤs­cal.

Re­sults of Ten­ant Mix Change in 2017

The mall changed its ten­ant mix last year, with the aim to re­fresh and repack­age it­self. The strat­egy proved to be im­mensely suc­cess­ful as it helped in sus­tain­ing cus­tomer in­ter­est and at­tract­ing on­go­ing retail sales.

Thirty-one stores – span­ning all retail cat­e­gories in­clud­ing food and fash­ion – were ei­ther added, re­lo­cated, or re­sized in var­i­ous cat­e­gories re­sult­ing in ap­prox­i­mately 65,000 sq.ft. of built up area of­fer­ing fresh­ness in the mall. Premium of­fer­ings in the mall were in­creased as was the efͤ­ciency per sq. ft.

Mar­ket­ing & Pro­mo­tion

Over the years Paciͤc Mall has be­come syn­ony­mous with en­ter­tain­ment, ͤne din­ing and the lat­est col­lec­tion of brands and trends in fash­ion and life­style. The mall man­age­ment has in­creased its focus on cre­at­ing niche cam­paigns and events for cus­tomers based on their feed­back and pref­er­ences.

The ex­cit­ing line-up of new retail and restau­rant brands at the mall, adding to the shop­ping and leisure ex­pe­ri­ence was cou­pled with ac­tiv­i­ties like wed­ding show­cases and fash­ion shows in­volv­ing high street and top brands present in the mall.

The plan was to cre­ate larger than life ex­pe­ri­ences for cus­tomers and to­wards this, the mall car­ried out an as­tound­ingly high num­ber of mar­ket­ing and pro­mo­tion ac­tiv­i­ties – in­de­pen­dently as well as jointly with ten­ants. Paciͤc Mall was also the ͤrst mall ever to launch its own web series called Mall O’Holic.

Apart from this, many events were cel­e­brated with aplomb, in­clud­ing a Grand Shop­ping Car­ni­val, the Mega End-of­Sea­son Sale and the mall’s 6th an­niver­sary cel­e­bra­tions. Cus­tomers par­tic­i­pated in and won many prizes in­clud­ing a bumper prize – free shop­ping worth `6 lakh, weekly prizes – free shop­ping worth `60,000, and a daily prize – free shop­ping worth `6,000. To en­gage cus­tomers on­line, the mall also de­vel­oped a Slot Game, which users could play on Paciͤc’s so­cial me­dia pages and win mall vouch­ers.

These ac­tiv­i­ties con­ducted in 2017 recorded a 19 per­cent in­crease in foot­fall over same pe­riod in 2016. There was also a 30 per­cent growth in con­sump­tion as well as a 9 per­cent growth in spend per cus­tomer. The churn en­hanced the over­all of­fer­ing of the mall while sub­stan­tially in­creas­ing the trad­ing den­sity/ sales per sq. ft. of the churned area as well as the over­all mall.

The fash­ion cat­e­gory in the mall recorded a 129 per­cent growth in trad­ing den­sity per sq.ft. by re­plac­ing non-per­form­ing brands with rel­e­vant per­form­ing brands and down­siz­ing, re­lo­cat­ing ex­ist­ing brands.

There was a 40 per­cent growth in the over­all Food Court sales sim­ply by re­lo­cat­ing Haldiram and re­plac­ing un­der per­form­ing brands with per­form­ing ones.

Cos­metic Changes Up­ping Num­bers

An un­der per­form­ing restau­rant was re­placed with Chili’s, Café Delhi Heights was brought into the mall in place of an un­der per­form­ing retail store and a sin­gle restau­rant was re­struc­tured to carve out space for three restau­rants in­stead. The changes in­creased the to­tal num­ber of F&B op­tions from 7 restau­rants to 10 as well as recorded a 51 per­cent growth in trad­ing den­sity.

Fill­ing in the Gaps

Leas­ing of kiosks was done in a strate­gic man­ner to ͤll in the gaps of of­fer­ings in the mall. Since the elec­tron­ics cat­e­gory is most af­fected by on­line and it is no longer fea­si­ble to have elec­tronic ap­pli­ances stores, the mall man­age­ment de­cided to of­fer it through kiosk for­mat.

Kiosks of brands like Oppo, Mo­torola, Portron­ics, Mo­bil­iti, Yaa­tra, to name a few, were in­tro­duced. With this the sales per sq. ft. of kiosks went up tremen­dously. Re­sul­tantly, the rent per kiosk also went up. Kiosks of cos­met­ics, jew­ellery were also added to in­crease sales per sq.ft which saw 25 per­cent growth later.

Ten­ants with Best All-In­dia Sales Fig­ures

Life­style is the num­ber one store in the coun­try with an an­nual turnover in ex­cess of `160 crore. An­other top per­form­ing store is Splash, then there are stores like Spar Hyper­mar­ket. The GAP store at Paciͤc Mall, Tagore Gar­den is the top-per­form­ing GAP store in In­dia in terms of sales per sq. ft.

Brands like Jack & Jones, Vero Moda, Tommy Hilͤger, Only, Kazo, Charles & Keith, Da Mi­lano, Rosso Brunello, Puma, Nike, Café Delhi Heights, Haldiram, Dunkin, Uni­corn Ap­ple are amongst the top per­form­ing stores in the coun­try, all of which can be found in Paciͤc Mall, Tagore Gar­den.

Pow­er­ful Logo, A Pro­gres­sive Mes­sage

While up­grad­ing the mall brand mix to premium in­ter­na­tional brands only, Paciͤc Mall also for­mally changed its logo to a premium one in an ef­fort to re­in­force its premium po­si­tion­ing – that the mall car­ries within it a bril­liant brand mix, ex­cep­tional ser­vices and prom­ises an un­par­al­leled cus­tomer ex­pe­ri­ence at var­i­ous touch points. The new logo high­lights the brands vi­sion of de­light­ing peo­ple and their style of liv­ing by in­tro­duc­ing the el­e­ments of ‘Art of Leisure’.

The evo­lu­tion of Paciͤc Mall’s logo sig­niͤes a change in the brand’s at­ti­tude by show­cas­ing it­self as a pro­gres­sive, pow­er­ful and in­no­va­tive mall which aims to pro­vide an in­ter­na­tional shop­ping ex­pe­ri­ence to its cus­tomer.

The premium brand mix, din­ing, en­ter­tain­ment and ar­ray of ser­vices en­sure that every visit to Paciͤc mall is a mes­mer­iz­ing ex­pe­ri­ence for all cus­tomers.

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