PHOENIX UNITED, LUC­KNOW

Shopping Center News - - SUCCESS STORY -

Lo­cated in heart of Alam­bagh, Phoenix United is owned and op­er­ated by Phoenix Mills Lim­ited. It is sit­u­ated over an area of 6,50,000 sq.ft. The mall has ͤve an­chor stores and ap­prox­i­mately 110 retail stores. It boasts of a six-screen mul­ti­plex as well a food court along with a host of spe­cialty restau­rants.

In­creas­ing Foot­falls

The mall changed aes­thet­ics to bring in that ‘wow’ fac­tor in the mall. They trans­formed the in­te­ri­ors into lux­ury in­te­ri­ors. The mall man­age­ment changed its strat­egy to in­clude premium and high-end lux­ury brands. They also aug­mented in-house mar­ket­ing ac­ti­vates through var­i­ous re­search and dip­stick stud­ies and a por­trait shot anal­y­sis of reg­u­lar pa­trons.

This cou­pled with con­sis­tent on ground ac­tiv­i­ties to give con­sumers an en­hanced ex­pe­ri­ence took the es­ti­mated av­er­age foot­fall every week­day up to 22,000 and on week­ends to 38,000.

Ac­tiv­i­ties like fes­ti­val cel­e­bra­tions, Shop & Win, art ex­hi­bi­tions and in­ter­na­tional mu­si­cal shows draw in the crowds by the scores to the mall. Events like EOSS, meet and greets, the Cor­po­rate Bowling League Event also add value to the con­sumer’s mall visit.

The mall also pays great heed to the art of Vis­ual Mer­chan­dis­ing, be­liev­ing it to be a si­lent sales­man.

All these changes re­sulted in the av­er­age foot­fall per month go­ing up from 5 lakh in pre­vi­ous years to 7.5 lakh in 2017. The av­er­age sales in­creased from `22.3 crore per month in pre­vi­ous years to `29.7 crore in 2017 and the EBITDA mar­gin went from neg­a­tive to 20 per­cent in 2017.

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