Per­son­al­i­sa­tion & In­no­va­tion: The Core of In­finiti Malls

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The first-ever In­finiti Mall was launched in 2004 at And­heri (W) when the trend of the shop­ping mall had just be­gun. In­finiti were among the pi­o­neers in the shop­ping cen­tre busi­ness in Mumbai to launch and op­er­ate a mall with mul­ti­ple retail stores cov­er­ing al­most all cat­e­gories in­clud­ing cin­e­mas, elec­tron­ics, food & gro­ceries, books, fash­ion, spa, footwear and food.

“It was a com­pact and cozy mall that at­tracted huge foot­falls since it has some­thing for ev­ery­one. Buoyed by suc­cess and grow­ing de­mand, we launched se­cond mall at Malad which of­fers a much larger ex­pe­ri­ence in terms of area of­fer­ing a cu­rated mix of in­ter­na­tional, na­tional and re­gional brands across var­i­ous cat­e­gories,” says Mukesh Ku­mar, CEO In­finiti Mall.

In­finiti has done a lot to­wards con­sumer ex­pe­ri­ence, be­gin­ning with plac­ing in­ter­ac­tive kiosks at all floors for cus­tomer as­sis­tance, with de­tailed floor plans, cur­rent of­fers, and in­for­ma­tion on cur­rent events in the mall. All these help the cus­tomer get the best of­fer­ings at the mall at their fin­ger­tips.

“We also run a mall loy­alty pro­gram, both on ground and in app. We have re­cently launched the In­finiti Mall app, which brings all lat­est of­fers and pro­mo­tions run­ning in the mall on pre­ferred screens to cus­tomers. Loy­alty will be added very shortly fol­lowed by Om­nichan­nel to fur­ther en­hance cus­tomer ex­pe­ri­ence,” says Ku­mar.

The brand also re­lies heav­ily on tech­nol­ogy, start­ing with their park­ing which is sen­sor­based, giv­ing cus­tomers real time avail­abil­ity of park­ing, along with the lo­ca­tion. This adds to the ini­tial pos­i­tive ex­pe­ri­ence of the cus­tomer since a pain point – park­ing – is ad­dressed through tech­nol­ogy.

El­e­ments De­ter­min­ing In­finiti’s Suc­cess

In­finiti mall is try­ing to bring ex­pe­ri­ence ex­tra or­di­naire to match the life­styles that their au­di­ences are used to.

“We of­fer fun for all ages and have some­thing for ev­ery­one to en­joy. Both malls have suc­cess­fully built upon a di­verse re­tailer base con­sid­er­ing the grow­ing aware­ness and brand con­scious­ness among peo­ple across dif­fer­ent so­cioe­co­nomic classes. In­finiti Malad is one of the big­gest malls in Mumbai sub­urbs with more than 200 na­tional and in­ter­na­tional brands un­der one roof, ” says Ku­mar.

The mall con­ducts var­i­ous events and cel­e­brates many fes­ti­vals through­out the year.

CSR Cam­paigns

In­finiti Malls also work with their com­mu­nity di­rectly. Apart from var­i­ous CSR ac­tiv­i­ties, one of their suc­cess­ful cam­paigns was help­ing col­lect clothes, ra­tions, medicines for Ker­ala Flood Re­lief.

The malls are also con­stantly eval­u­at­ing con­cepts be­ing launched across the retail land­scape to keep the fresh­ness fac­tor alive.

“We have re­cently in­tro­duced Min­iso which spe­cial­izes in house­hold and con­sumer goods in­clud­ing cos­met­ics, sta­tionery, toys, and kitchen­ware. Len­skart, Ray Ban,frozen Bot­tle and the MI Store are also lat­est ad­di­tions,” re­veals Ku­mar.

Hos­pi­tal­ity & Ser­vices

The mall also en­sures a hos­pitable en­vi­ron­ment for vis­i­tors. To­wards this, they in­vest in and em­power em­ploy­ees to de­liver ex­cel­lence. The mall also of­fers a host of ser­vices in­clud­ing wheel­chairs and wheel­chair ac­cess, wash­rooms for the spe­cially-abled, re­served park­ing and seat­ing. They also have baby care rooms, as well as baby min­ders in wash­rooms.

In­no­va­tions To­wards Cus­tomer Cen­tric­ity

Per­son­al­i­sa­tion and en­gage­ment are core qual­i­ties on which the mall is built.

“While our re­spon­si­bil­ity is to pro­vide bet­ter ser­vice, am­bi­ence, ameni­ties, and com­fort­able en­vi­ron­ment to our guests, We are also try­ing to merge tech­nol­ogy with the in­fra­struc­ture retail through Om­nichan­nel (Click-&-col­lect), POS based loy­alty pro­grams, and brand pro­mo­tions at the con­sumer’s fin­ger­tips,” says Ku­mar.

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