LIFESTYLE
The growth of malls in urban centres like Mumbai has not only given consumption a boost, it has also brought entertainment, shopping and food courts under one roof.
The organised retail sector has a lot to do with the way consumers are spending time with their families. The growth of malls in urban centres like Mumbai has not only given consumption a boost, it has also brought entertainment, shopping and food courts under one roof. Rajesh Seth, vice-president - marketing, Central and Brand Factory, Future Group talks to DNA about what will keep people thronging to malls in the future. Excerpts from an e-mail interview:
What do most families look forward to while visiting a mall during the weekend?
Spending time with the entire family during the weekend has become a must. Malls offer the most convenient option for families to step out of their homes. A single location is able to meet the needs of all family members — be it shopping for grocery, apparel or accessories, enjoying the time spent there with a wide range of options for food and celebrations. Malls have realised that they need to cater to all these aspects to become the perfect weekend destination for families.
What are the special events and activities hosted at your chain of retail outlets?
We host a number of activations, events, promotions, festivals to make shopping a celebration for consumers. The whole atmosphere lends itself to the experience of shopping. Its something consumers enjoy and brings them back again.
Are discounts and schemes the most easiest way to make people throng to these shopping centres?
People are lured to malls to take a break from their hectic life. Discounts and schemes are just one of the factors that customers are offered by retail players. Most often than not, customers go back to the malls they have visited only for the experience factor. This includes the best of brands, quality service, wide range of products, latest fashion, service offerings among the factors mentioned in the first answer.
How would you describe the whole ‘mall mania’ and how do you see the scenario in the coming years?
While malls will continue to be a family and youth destination, the industry has to constantly monitor the customer needs and demands to give them the best experience. Continuous innovation in the way retail players provide a shopping experience to their customers will play the deciding role.
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