In today’s competitive world, where customer owes no loyalty for a brand or shopping mall, developers need to meet her high expectations by offering something unique. Malls are trying to engage and attract the consumers by rolling out promotional activities, loyalty programmes and extended sales.
Oberoi Mall in Mumbai has recently offered 50 per cent sale on over 50 national and international brands, which has resulted in 25 per cent footfalls rise.
Nirzar Jain, Vice President, Oberoi Mall, says: We received overwhelming response from our patrons. We are extremely happy of the deep relationships that we have built with our retailers and customers over the years. It is due to these relationships that we are able to successfully offer value-for-money deals on the single day sale and this gives us an edge over our competitors, and helps us create a new peak of retail sales.”
Virtuous Retail is planning to hold film festivals to entice brand-chasers into visiting malls. “If the consumer comes and spends time at the mall, it will likely convert into sales,” believes Anupam Yog, Director, Marketing, Virtuous Retail.
Malls across India have also started their own loyalty programmes to entice customers that includes free parking, sales preview, cash back facility, among others.
The competition is not only among brands but also malls. So, in order to woo big brands, mall developers have to make their footfalls equation right.