OMNICHANNEL IS THE WAY TO GO

With the distinction of being the largest mall in Chandigarh, Elante Mall has often been the preferred cultural hub of the city. The mall has an integrated mixed-use development comprising retail, hospitality and office spaces with a central courtyard connecting all three. Speaking about how the mall tenant mix has changed over the years, Executive Director Anil Malhotra, says, “Over the years, our brand mix has evolved and we were the first to get Onitsuka Tiger in North India, along with many other international brands like American Eagle, Sephora, The Collective, Brooks Brothers, Charles and Keith, Hackett London, Kiehl’s, Gas, Diesel, and so on.”

The mall developers, in their attempt to adopt an omnichannel strategy, will soon introduce a mobile app to engage their patrons. “The app will not only enhance customer loyalty and the overall shopping experience of our patrons but will offer a seamless experience and serve as a consistent touch-base for our customers,” Malhotra says. Commenting about the future of the mall industry in India, he says, “Consumers look for a holistic experience that goes beyond conventional shopping. Shopping malls are maximizing on digital technology and enhancing customer engagement to enhance footfalls and boost sales as these factors form a vital aspect of our business strategy.”