DLF TAKES A DEEP DIVE INTO MALL CULTURE

It is extremely important to stay relevant in the market. And this is borne out by what Pushpa Bector, Executive VP and Head, DLF Shopping Malls, has to say: “We intend to provide a healthy mix of product categories to ensure that we are relevant to all shopper segments. In the current scenario, national and international exposure is on the rise and the segments of footwear and accessories make for more than 50% of the brand mix.”

 

THE ‘IN’ THING

Apparels are the main traction for most of the retail markets in India and hence fashion becomes an extremely imperative part for the success of any mall. “We have some of the biggest fashion brands such as Zara, H&M and Forever 21 across our various malls. Our shoppers are extremely aware and conscious of major global fashion trends and we ensure that we offer them what they want,” says Bector. As each of the markets is very different, it requires a regular check on what is trending and what is not working at each of these shopping properties.

 

“We have recently opened such brands as Miniso, Lenskart, Pepperfry, Urban Ladder, Simon Carter and Croma. We always strive to analyse the demand as per the current scenario and take corrective action, particularly in the tenant mix, to keep the newness of the mall alive,” Bector adds.

 

OMNICHANNEL STRATEGIES

DLF Mall of India became the first ever mall to have adopted the use of technology with video walls and digital kiosks. They launched a path-breaking initiative with an online BTL booking portal where a brand can book, block, auction, receive invoices, make online payments and acquire gates passes for BTL activations and hiring space. “We have been effectively using technology and introducing value-driven propositions to drive regular footfalls,” Bector informs.