“ecommerce has not effected us so far”: Sanjeev Mehra
In an exclusive conversation with Sanjeev Mehra, VP, Quest Properties India Limited sheds light on mall’s growth plans.BY Shipra Srivastava | August 07, 2017 | comments ( 0 ) |
Being positioned as a luxury destination please shed light on top selling features of mall?
Quest is one of the most prominent luxury destinations of Kolkata. Designed by RTKL (London), a super luxury mall developed by CPL.An exciting, unique shopping and leisure district with a sense of character and elegance the local residence is proud to be a part of and the seven retail level centergives this mall few unique features makes it a class apart.
Luxury brands such as Gucci, Burberry, Michael Kors, Rolex, Sunglass Hut, Vero Moda, Forever New, Imagine, Kama Ayurveda
State of the Art Cinema – On the fourth floor, we have the INOX cinema which caters to the entertainment need of the masses
Michelin Star Restaurants- The fine dining restaurants like Yauatcha, Serafina, and Bombay Brasserie have raised the level of luxury and been a popular hangout for the people.
Zoning- What sets us apart is the unique zoning done on every floor.Quest has been extremely selective in what brands we have inducted in our mall. Zoning has played a very important part since its inception and during the last year it has been a very difficult journey to ensure that we stick to the brands and the zones that we have committed rather than to go for the brands which may not be the part of the zoning.
What is the tenant mix you have in your mall? How often you revive your lease period?
Our Anchor Tenants:
Upper Basement – Spencer’s (Hyper)
Ground+ 3 floors – Lifestyle (Departmental Store)
Fourth Floor – INOX (Premium Entertainment)
Food Court (Global Kitchen)
Ground Floor – Luxury
First Floor – International Premium
Second Floor – Indian Premium
Third Floor – Ethnic Wear & Kids
Fourth Floor – Premium Entertainment & Food Court
Fifth Floor – Casual Fine Dining
Our lease period is 6 years.
What is the percentage of national, international and regional brand presence in your mall?
International – 50%
National – 35%
Regional – 15%
What percentage of your mall space is dedicated to food and entertainment?
The space dedicated to food and entertainment is 34%
How you are affected by the popularity of ecommerce retailing? In this regard what strategies you have applied?
The popularity of ecommerce has so far not really affected the sales, I believe both run parallel to each other. When customers shop at a mall, they get a shopping experience where they can touch and feel the product and physically buying happens which gives a customer more confidence in what they have bought. The offerings for both are completely different in their own respective ways.
According to you, what sized malls are more successful in India? Bigger/smaller sized and reason behind the success?
According to me, size of a mall does not really decide the success of a mall. It’s the zoning, positioning and the catchment area that you cater to that become the deciding factors for the success of a mall. Even a smaller sized mall which have the right kind of brand mix can be successful and popular.
What are your marketing strategies? How much you rely on digital platforms like You Tube and social media?
Apart from traditional media like print ad and outdoor hoarding. We use social media in a big way for all our marketing initiatives. We have Facebook following of more than 100 thousand people. All our events go viral through social media and that helps us in major way to create a buzz.
Which are the most popular/best performing brands at your mall?
Burberry, Gucci, Rolex, Imagine, Yauatcha, Calvin Klien, Only, Vero Moda, Forever New, AND, Tommy Hilfiger, Meena Bazaar
What are your future plans? Which new brands will be coming up at Quest shortly?
We are trying to bring in the brands which do not have a presence in Kolkata yet. The new brands coming soon are:
· Armani Exchange
· Bang &Olufsen
· Paul & Shark
· Scotch and Soda