Ambience Mall, Gurgaon, has been conceptualised as a second generation mall and positioned as a 'Destination Mall'.
Ambience Mall, Gurgaon, has been conceptualised as a second generation mall and positioned as a ‘Destination Mall’. The mall is successfully completing eight years of operations and the average footfall figures have crossed the mark of 1.7 million per month. Spread over an area of over 1.8 million sq ft, the mall has almost 1 km of shopping experience on each floor, grand lobbies and corridors and landscaped huge atriums. The mall is designed on the lines of International Standard Shopping Malls and is fully devoted to complete indoor family pleasure with an entertainment centre, casual and formal dining, bowling alley, ice skating rink and other exciting formats.
Tenant mix is an approach and philosophy which requires clever integration of various factors such as performance of tenants, expansion plans of key players, quality of promotions and marketing programmes and timings etc.
Ambience Mall, Gurgaon, has anchor stores like Zara, Marks & Spencer, Reliance Trends, Westside, Pantaloons and Big Bazaar etc. The anchor plays a vital role to attract footfalls both from immediate as well as catchment areas. Also, the proportion of anchor spaces is in accordance with GLA.
Mall promotional strategy
Ambience Mall gives high weightage to experiential marketing and connects with customers emotionally by celebrating all special days - from Mother’s Day to Valentine’s Day to Earth day. Special events, festivals, parades and businesses such as theatres provide entertainment and have a positive impact on surrounding business community. They work as per the marketing calendars and depending on uniqueness and creativity with various event management firms, try to provide programmes that fit in with the customers’ and retailers’ profiles.
The mall finds eCommerce has actually helped to re-engineer consumers’ shopping habits.
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