The markets and households are booming with festive spirit, coupled with gay atmosphere and celebrations. How can one expect malls to be left behind? Here, we bring to you few exciting updates in this regard!
Shopping malls and retailers are eyeing big time to attract maximum footfalls during this festival season via exciting combinations of innovative marketing schemes and themes. Malls have increased their marketing spend on new initiatives and themes for shoppers accompanied by retailers offering bumper schemes across product categories with exciting price points and attractive festive packs forming to be the core of their marketing strategies. The fact remaining to be that branded mall owners are facing some fierce competition this time of the year!
Activities at malls
While DLF Promenade is celebrating the ‘Festival of Happiness’ which would be running from October 9-November 5, 2010, Select Citywalk (Saket) boasts of attractive options like Annual Silver Bazaar (until 5th November) and Diwali Bazaar (29th-31st October). DLF Promenade has a 24 hour sale from the 30th till the 31st of October and also, ‘free women pamper zone’ which will last until 15th of November. Pushpa Bector, VP, DLF Promenade says, “We bring for our women shoppers, the opportunity to indulge themselves and those who shop for more than Rs. 5,000 will get a free entry into ‘The Pamper Zone @ The Dome’. Pamper Zone will have Free Services like Makeovers, Tattoo Zone, Hair Beading, Spa, etc.”
There is also a Jewellery Exhibition via which DLF Promenade brings to you a uniquely designed exhibition- Riwaaz 2010, where all the wedding related products and services are displayed at one place and people can buy products across categories like apparel, jewellery, accessories, cosmetics, fulfilling their wedding requirement according to their taste and needs.
Select Citywalk spokesperson avers, “Our Silver Bazaar exhibits include finely crafted sculptural pieces in the form of Ganeshas, Shiva, Hanuman, Sai Baba; stylised tea sets; trays; bowls; barware collection; Salt and Pepper dispenser sets; unique designs of candle stands; gifts for “Him and Her”; wedding gifts; our signature collection of Silver clad on glass/porcelain and a whole gamut of exclusive silverware.”
“Celebrating the festival of lights, one can indulge in shopping with fabulous gifting options such as exclusive designer candles, diyas, pooja thalis, personalized gift packaging, stylized ethnic apparel and accessories,” the spokesperson further adds.
Bector says, “Last year the decoration was the main highlight, this year we have added many features as listed for shoppers to get value, relax & enjoy. In fact we have made shopping more fun & filled with value.”
“With such efficient marketing strategies that we plan in the mall, we nearly get excellent increase in the footfall and we are very much sure that during Diwali celebrations we would be surely able to attract more people to the mall, making it the real hub of retail shopping and fine food options. We are expecting an increase of 10,000+ approx as compared to our existing average footfall which is approx.25,000+ on weekdays and 40,000+ on weekends,” she further adds.
Select Citywalk spokesperson opines, “We have received more demand of Gifting items and traditional offerings this season. We have focused more on gifting items this time keeping in mind the demand we received last year.”
Marketing strategy this season
A market driven by cut throat competition, it is of prime importance that the marketing strategy needs to be carefully planeed and strong enough to face the blows. Bector says, “Festival of Happiness is part of our marketing initiative to give the people of Delhi a festival experience from the 1st day of Navratras to Diwali, spanning a whole month. We at DLF Promenade want to give unique experiences to the customers during the festival of happiness every time they come to the mall.”
Each weekend there is a different major activity which is being promoted in the best way it could be done right from inner mall decorations to various offers for the customers from the mall side. “The mall is fully decorated with contemporary lighting. We indulge in advertising in leading media like Radio, in mall etc. This involves a huge monetary investment to ensure the best impact,” she further adds.
What it implies
Mall owners have hiked their marketing budgets by 15-20% and have announced big offers based on events, fun activities and incentive schemes. Backed by the revival of the economy, the economy beginning to look up, this move is set to aid the improvement in footfalls and spur sales conversion too.
Offering a standpoint, the organised retail industry, pegged at around Rs 1 lakh crore is showing early signs of revival, post the breakdown in the latter part of 2008-09. Estimates by the Retailers Association of India, the apex body of organised, modern retailers, show the segment’s growth to be 20% in the September quarter of this financial year. Undoubtedly, the increase in consumer spending serving to be a major contributor here!