Amanora Mall Grow­ing Younger, More Aspi­ra­tional as it Evolves

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Amanora mall was the first and largest mall in Pune. In 2011 it had a retail mix which was more than suf­fi­cient to cap­ture the catch­ment’s in­ter­est and the cus­tomer’s aspi­ra­tional needs at that time.

“Now, in 2018, the mar­ket has grown in terms of catch­ment and the aspi­ra­tional lev­els. Adapt­ing to the change Amanora is now more aspi­ra­tional and younger. The brand mix is very dif­fer­ent from what it was in 2011. The mall houses more aspi­ra­tional brands. The in­te­rior de­sign has been changed to aspi­ra­tional de­sign. Then and now as a mall we have changed and evolved with times,” says Sur­jit Singh Ra­jpuro­hit, COO, Amanora Mall.

Role of Tech­nol­ogy in Amanora’s Premium Sta­tus

The mall has im­ple­mented in­no­va­tive tech­nolo­gies to up­grade its cus­tomer’s ex­pe­ri­ences. They have apps and LED dis­plays to help cus­tomers nav­i­gate the mall and reach stores with ease.

“We have lat­est soft­ware and tech­nol­ogy like bea­cons and other data col­lec­tion soft­ware, to un­der­stand the cus­tomer’s needs, pref­er­ences and buy­ing be­hav­iour. Im­ple­men­ta­tion of such tech­nolo­gies has helped us to en­hance the ex­pe­ri­ences at our mall,” says Ra­jpuro­hit.

Unique Retail Con­cepts

Amanora has brands like Daniel Welling­ton, H&M, Max, For­ever21 and Min­iso – all added re­cently. They are also plan­ning on in­tro­duc­ing brands which bring a cer­tain level of unique­ness to the mall in or­der toat­tract younger, more dis­cern­ing con­sumers. These in­clude up­com­ing brands like Ur­ban Lad­der, Ham­leys, Gap, Gant, Nau­tica to name few.

Hos­pi­tal­ity & Ser­vices

“We make the shop­ping ex­pe­ri­ence plea­sur­able by pro­vid­ing an easy, ac­ces­si­ble and in­ter­ac­tive cus­tomer help desk, cur­rency ex­change, wheel­chairs and wheel­chair ac­ces­si­bil­ity, med­i­cal aid, baby care, Wi-fi, ATMS and well-planned so­cial events in­volv­ing celebri­ties,” says Ra­jpuro­hit.

The mall also boasts of a golf cart fa­cil­ity for Amanora Park town res­i­dents (10,000+ res­i­dents), which gives priv­i­lege this par­tic­u­lar catch­ment area to reach the mall eas­ily and in no time and avail of the retail ser­vices here.

A huge en­ter­tain­ment arena has been cre­ated for con­certs and other ac­tiv­i­ties. This has be­come an es­sen­tial part of the mix and adds a lot of value in terms of cus­tomer’s ex­pe­ri­ence. As an F&B hub in Pune, Amanora is also con­stantly up­grad­ing its of­fer­ings in terms of food and restau­rants.

Malls are no longer just a shop­ping area but a com­mu­nity hub where peo­ple come to un­wind from their hec­tic lives and in­dulge in fun ac­tiv­i­ties and Amanora strives to­wards pro­vid­ing this model to its catch­ment area.

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