PHOENIX UNITED, LUCKNOW
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.
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.