Every shopping mall has its unique way of serving
consumers and visitors – some malls may be more
traditional in their offerings while others more modern,
innovative in how they woo visitors. Some malls work
on bringing in better brands – both homegrown as
well as international, others concentrate on providing
entertainment and food offerings and yet others use
technology to keep themselves ahead of the rest.
Suffice to say fierce competition, the age of
digitisation and Omnichannelisation is drawing malls
out of their comfort zones, getting them to try the
unique at regular intervals to rake in consumers. One
sure shot method to bring in the footfalls is selling
experiences. The new-age consumer has enough
disposable income, lack of time, a plethora of mediums
to shop on and food tech platforms bringing the best of
cuisines to his doorstep. The only thing which can add
more value to this already well-served customer’s mall
visit is serving him experiences.
This theory is supported by a study by Walker, a
customer intelligence consulting firm, which reveals
that customer experience will overtake price and
product as the key brand differentiator by the year
2020. Malls today are providing a wide range of
services and experiences including discounts, offers,
exclusive events like midnight sales, buy online and
pick at store facilities, waiting lounges, 24*7 helpdesks,
digital screens and robotics manuals to guide shoppers.
Shopping Centre News’ November issue brings
you a detailed analyses of the need for consumer
engagement, and case studies on how malls have
prospered after implementing more services. The issue
also brings readers a feature on the role and impact of
Visual Merchandising in malls, how it is responsible for
more footfalls and eventually more conversions, and
why it plays a key role in deciding the brand’s fate by
attracting more shoppers.
As always, we hope you find the issue
informed and beneficial. Do log on
to our website, www.indiaretailing.
com to read more informative
articles and analyses on the
stage of the global retail and
shopping centre industry
with an emphasis on India
Shopping Centre News is the magazine for all stake holders in the Indian Shopping Centre business including developers, retail real estate professionals, architects, consultants, investors, retailers, media & marketing companies, research companies and other service providers. The magazine provides a knowledge sharing platform featuring well researched articles, expert insights, international trends and industry updates.