With ongoing festive season, malls across India are busy planning various activities not only to boost footfalls, but to enhance customer experience. Malls are announcing various events, discounts and incentive schemes to encourage consumers to spend more and to create ‘feel good’ factor. Though this time, the biggest Indian festival ‘Diwali’ is falling when the rupee is marking unprecedented low against the dollar, but the malls are jazzed up and witnessing no signs of reducing sales. Sonali Manilal, Senior Manager- Marketing, DLF Promenade, shares, “We have not seen a drop in footfalls. People like to come to the malls and be a part of the festivities and what malls have to offer. We have planned lot of interesting activities to keep mall patrons engaged.”
Mall offerings to create ‘Connect’
Malls announce various schemes during festivals to create a connect with the vistors and to perk up the atmosphere. DLF Promenade has recently tied up with Berger Paints, Pure Home & Living and Spaceworx to give free home-makeover consultation to the mall visitors during the festive weeks. Select CityWalk, Saket, celebrates the festival of lights with an exclusive ‘Diwali Bazaar’.
DLF Place, Saket is all geared up to celebrate Diwali – a 14 feet Anar shaped installation at the mall depicts various myths and legends associated with the festival. Infiniti mall in Mumbai is hosting a 'Craft of India' festival between 4th to 10th November, with a flea market on the weekends that would sell traditional clothes, antiques, handicrafts etc made by local artisans. It will also include mehendi stalls, dance workshops, knitting and other handicraft making workshops over the month.
It is just not about footfall
Benu Sehgal, VP, DLF Place, Saket, says, “We always do something traditional because the mall has become the courtyard for youngs. Our endeavor is to connect the young folks with our traditions.” She further adds, last year we created a special room where entire ‘Ramayan’ was painted on walls. “These exercises are not just for enhancing the footfall, but it is our way to say thanks to people,” she says.
Mukesh Kumar, VP, Infiniti Mall, says, “We are witnessing higher footfall this month, and around Diwali it should go even higher.” Agreeing with Sehgal, he says, these activities meant to create a live atmosphere inside the mall. “Our current footfall is 32,000 per day, however during the last month this figure was around 28,000.
So, to encash the shopping mood, malls and retailers are offering various discounts, offers and promotions to increase sales and perk up consumer confidence.