The new age malls have started exploring techniques to upgrade and revive their overall brand appeal in the minds of consumers. Benu Sehgal, Senior VP-Mall Management, DLF Place, Saket also talks about how the mall is going through change.
Today malls are going through huge transformation to go with the new age retailing. How you are combating this change?
The team at DLF Place is exploring new interactive elements and experiential elements, engaging events and technologies that track consumer movements in-mall/in-store and generates consumer profiling with all crucial elements like bill value, favourite stores etc. which could be helpful in providing offerings on a personal level to enhance consumer relationships and hence provide the consumers exactly what they desire.
What kind of consumerism you have observed over a couple of years in your catchment?
Malls are seen as active hangout spots today where people meet with their friends or family or do their business meetings. People celebrate all their occasions or festivals at the mall itself. It is not just a place for shopping but so much more!
How much people spend in fashion & lifestyle and what is the percentage of spending on Food and Entertainment?
Overall, spends would amount to about a 60:40 ratio between fashion & lifestyle vs food and entertainment.
Do you feel Food and Entertainment are the driving forces behind the popularity of a mall?
Yes and no! These are two of the significant pillars of a mall but also there are other significant pillars which form the driving force such as fashion, beauty and services.
How you are taking care of parking related issues in malls?
We are a 3 level-well manned parking area in the mall basements who actively direct as well as assist drivers and ensure a smooth traffic circulation. Many directional signages also help in the circulation. We have reserved parking spots for women drivers and elderly. This is also a valet parking facility for the guests along with multiple entry and exit points.