The booming e-commerce scene with year-round discounts has raised a pertinent concern for retailers, whether End of Season Sale is losing its sheen. But this popular myth can be tackled with few facts on why EOSS is still a significant time for retailers and consumers.
Even though online sales offer massive discounts but since the Indian government has put restrictions on the same, they miss the opportunity to promote it and the sale goes under the radar. Shopping malls combine attractive discounts from all sorts of brands and create a buzz through 360-degree marketing via print, radio, digital, mobile and influencers, to connect with consumers and keep them updated on current deals and offers. Although online sales can convenient in terms of accessibility, in-store shopping has tangibility, so shoppers can see, touch and try the product or learn more about it from experts.
Shopping malls give consumers an immersive, experiential shopping experience where they can participate in engaging activities along with their family and friends. Malls have become a lifestyle destination, not merely a place to shop for products but for experiences. End of Season Sale is one of such experience where consumers can indulge in a shopping fest and win exciting giveaways. Now malls are integrating latest technology and bringing the digital realm in to fill the gaps that e-commerce sites used to. Premium malls offer services like valet, porters and home delivery, this has really enhanced and elevated the shopping experience of their patrons. Extra care is paid during month long mammoth events like EOSS to interact with brands and get the best deals for shoppers and also employ all the mall facilities that would make their shopping trip a pleasant one.
EOSS is not losing its relevance, proof being the increasing footfalls. Almost all the malls in Delhi- NCR circle endeavor to make it bigger each year to reap from the willingness of the customers to buy the products. In India, EOSS usually starts from the fourth week of July so that it could be merged with the festival season, making this period even more significant time for retailers to churn out latest products and for customers to benefit from the discounts and shop for the next season of festivals.
The article has been penned down by Arjun Gehlot, Director, Ambience Malls