Innovation, experience, engagement: Decoding malls’ festive season gameplan – Part 2

Despite e-commerce accounting for 20% of global sales, physical stores still command a significant majority of consumer spending. According to the ‘Retail Tech Report 2024’, 75% of retailers are investing in technologies aimed at creating immersive and personalized shopping experiences.

Malls are stepping up their game with overarching strategies that differentiate festive marketing from regular efforts. This time of year is marked by grand décor, community-centered events, and immersive experiences that tap into the festive spirit, creating memorable moments for shoppers and driving increased foot traffic.

In this two-part report, Adgully speaks to a cross-section of industry leaders to find out about how their strategies differ during the festive season this year.

Also read:

How malls are redefining the festive shopping experience in 2024 – Part 1

Technology and Digital Innovations in Malls

In an era where digital interaction is paramount, malls are embracing technology to enhance the festive shopping experience. Leaders in the retail space are employing innovative strategies to make shopping not only easier, but also more enjoyable and engaging for customers during the bustling festive season.

Nishank Joshi, Chief Marketing Officer, Nexus Select Trust, said, “Nexus Select Malls has always aimed to make the festive season special by offering bigger and more elaborate experiences. This year, we’re combining experiential décor with ticketed events, creating engaging and memorable experiences for our visitors. Our campaign with Ayushmann Khurrana, running from Dussehra through Diwali, followed by Christmas, is a key part of our strategy to elevate the festive spirit.”

Malls are increasingly leveraging technology and digital innovations to elevate the festive shopping experience for customers. Speaking about Oberoi Mall’s plans, Sameep Pathak, CEO – Mall, Oberoi Realty, said, “We’ve implemented our most robust rewards program, Club Uno, which allows shoppers to upload their purchase receipts via kiosks or WhatsApp to accumulate points. These points can then be redeemed for gift vouchers, adding value to their shopping experience. To further enhance convenience, we’ve introduced a parking system that allows payment upon entry through FASTag, significantly reducing wait times and ensuring a smoother entry and exit process during peak festive periods. These innovations are designed to streamline the overall customer journey and make festive shopping more enjoyable.”

Malls are revolutionizing the festive shopping experience by incorporating cutting-edge technology, digital innovations, and new trends in experiential retailing. Features like virtual trial rooms and self-payment kiosks eliminate long queues, while smart 3D displays and larger-than-life interactive screens captivate shoppers. “Additionally, our Digital Loyalty Rewards Program incentivizes customers for every shopping trip to the mall. By integrating live streaming, gamification, and influencer marketing, malls are positioning themselves as family-centric hubs that offer experiences rather than just transactions, creating a shopping environment that is uniquely engaging,” said Gaurav Balani, DGM - Marketing, Infiniti Mall.

“At Inorbit, we’ve integrated digital tools such as virtual try-ons, interactive kiosks, and personalized shopping offers through mobile apps. We also utilize social media and influencer marketing to engage with consumers and drive awareness and traffic. These innovations create a seamless and personalized experience, making shopping during the festive period more convenient and enjoyable,” shared Rohit Gopalani, SVP & Head – Leasing, Marketing & Corporate Communications, Inorbit Malls.

Speaking the initiatives undertaken by Growel’s 101 Mall, Sampada Pednekar, Marketing Head, Growel’s 101 Mall, informed, “We are leveraging technology and digital innovations to enhance the customer experience during the festive season. Our ‘Biggest Digital Ganapati Contest in India’ is a prime example, allowing participants to easily upload pictures and videos of their eco-friendly Ganapati celebrations on our website. Additionally, we enhance the shopping experience with digital marketing tools, targeted promotions, and interactive digital content on our social media platforms, ensuring our customers stay informed and engaged.”

“At Nexus Select Malls, we strongly believe that any digital innovation we implement should seamlessly integrate with our overall marketing efforts,” said Nishank Joshi, Chief Marketing Officer, Nexus Select Trust, further elaborating, “One of our key advancements is the launch of our app, which is now live across 10 malls. All shopping interactions are managed through the app, allowing customers to upload their bills and redeem rewards easily, creating a smoother experience than traditional offline methods. We have also incorporated VR and AR games into our main display areas, ensuring these technologies are fully integrated into the shopping experience.”

Malls nowadays embrace digital innovations to enhance the festive shopping experience, particularly through mobile apps, contactless payment systems, and interactive digital displays. Anuj Malhan, Managing Director, Rcube Projects, shared, “We’ve integrated QR code-based promotions that allow shoppers to engage with festive campaigns in immersive ways. The use of social media contests and digital influencers helps us connect with younger, tech-savvy audiences, encouraging them to visit Rcube Monad and explore what we have to offer.”

Impact of Special Events and Promotions

As the festive season approaches, malls increasingly rely on special events and promotions to attract visitors and enhance the shopping experience. These initiatives not only drive foot traffic but also create memorable experiences that keep patrons engaged. From cultural performances to themed markets, the strategic implementation of events has become crucial in differentiating shopping malls from online platforms.

Cultivating Community Engagement: Gaurav Balani

Gaurav Balani, a prominent figure in mall management, underscored the importance of creating a vibrant atmosphere through well-planned events. Recently, Infiniti Mall Malad organized cultural events and specially-abled flea markets to celebrate Independence Day, in collaboration with Photowalks Mumbai. “We are gearing up for the festivals with exciting campaigns and experiential events for our customers,” Balani shared. With plans for events during Navratri, Dussehra, and Diwali, including ticketed concerts and comedy shows, the mall aims to keep patrons engaged and encourage repeat visits.

Crafting Memorable Experiences: Sameep Pathak

Sameep Pathak highlighted how carefully curated events enhance the overall mall experience and foster customer loyalty. At Oberoi Mall, the event calendar is thoughtfully aligned with national holidays, school schedules, and significant movie releases. “This year’s festive calendar kicked off with our Wedding Vogue Campaign, and we’re excited for our upcoming Diwali and Christmas events,” he noted. By hosting niche events like the Pooch Party and Kidsventure, the mall caters to specific interests and demographics, ultimately driving foot traffic and increasing customer engagement.

Beyond Shopping: Rohit Gopalani

Rohit Gopalani emphasized that special events are essential not only during the festive season but year-round. Initiatives like the Sonu Nigam live concert and Mumbai Comedy Weekend provide holistic experiences that enhance community engagement. “These events go beyond shopping, offering entertainment that resonates with our audience,” Gopalani stated. The success of events like the recent Inorbit Nightout demonstrates how combining sales with live entertainment can create a buzz and attract large crowds.

Unique Offerings: Sampada Pednekar

Sampada Pednekar pointed out that special events draw visitors looking for unique experiences. For example, a recent chess tournament in collaboration with the Mumbai Suburban District Chess Association attracted over 400 participants. “Our upcoming Navratri Special Flea Market will offer a range of festive products, ensuring all shopping needs are met in one place,” she shared. Additionally, initiatives like India’s first mall planetarium highlight a commitment to innovation and education, further enriching the shopping experience.

Innovative Marketing Strategies: Nishank Joshi

Nishank Joshi emphasized the role of innovative marketing strategies in attracting visitors. “What sets us apart from online platforms is our ability to leverage physical space creatively,” he explained. Successful campaigns, such as a digital Ravan burning during Dussehra and interactive games like Pictionary, have drawn crowds and increased dwell time.

Diverse Audience Engagement: Anuj Malhan

Anuj Malhan highlighted the significance of catering to diverse audiences through unique events. “Cultural performances and festive-themed photo booths attract a wide range of shoppers, encouraging them to explore various stores and experiences,” he noted. A recent KIDZANIA Summer Fair designed for children not only boosted foot traffic but also led to higher spending per customer, demonstrating the potential of targeted events to drive sales.

As competition intensifies, the focus on innovative, community-oriented events will continue to play a vital role in driving foot traffic and enhancing customer loyalty.

Adapting to Changing Consumer Behaviours

As the festive season unfolds, mall operators are increasingly attuned to the evolving consumer behaviours and preferences that characterize this vibrant shopping period. Shoppers are prioritizing experiences over mere transactions, prompting malls to recalibrate their strategies to enhance engagement and satisfaction.

At Oberoi Mall, Sameep Pathak emphasized the importance of delivering personalized experiences and tailored events that align with evolving consumer preferences. The mall aims to create memorable experiences through unique festive décor and engaging activities, ensuring customers enjoy a delightful and rewarding shopping journey.

Inorbit Malls recognizes the need to adapt to the shifting consumer landscape, especially during the festive season. Rohit Gopalani highlighted the mall’s focus on enhancing the digital experience while maintaining strong in-mall engagement. This involves integrating online and offline shopping experiences, optimizing space layouts for new retail concepts, and creating experiential zones that resonate with modern shoppers. Tailored promotions further ensure that the diverse needs of customers are met during this festive period.

At Infiniti Mall, Gaurav Balani is observing fascinating trends in consumer behaviour this year. With the holiday shopping season starting earlier, retailers are increasingly focused on offering a wider variety of new trends, alongside competitive pricing and attractive deals. To effectively engage with customers and build brand awareness, campaigns are initiated sooner. This proactive approach has already resulted in an 8-10% increase in footfall compared to regular weekends. Balani emphasized the aim of creating an ecosystem that enables consumers to forge memorable moments with family and friends, making personal experiences more relatable and heartfelt.

Growel’s 101 Mall is also adapting its strategies to align with changing consumer behaviors during the festive period. There is a noticeable shift towards creating more personalized and immersive shopping experiences, noted Sampada Pednekar. By embracing omnichannel strategies, they are leveraging innovations like augmented reality for virtual try-ons and interactive mobile apps for navigation and deals. This approach caters to tech-savvy customers who prefer a blended shopping experience. Additionally, community-driven events – such as themed markets and cultural performances – are being organized to attract diverse groups of visitors and provide a holistic experience. The emphasis on sustainability is evident, with a focus on promoting eco-friendly products and sustainable fashion, reflecting a commitment to evolving consumer values.

Nexus Select Trust is responding to the trend of shopping later in the season by introducing initiatives that enhance customer satisfaction. Their loyalty program offers instant rewards, eliminating the need for customers to accumulate points over extended periods. “This emphasis on instant gratification aims to create a more engaging shopping experience,” said Nishank Joshi.

At Rcube Monad, Anuj Malhan focuses on personalization, convenience, and safety. Recognizing that shoppers expect seamless experiences whether browsing in-store or online, Rcube Monad has introduced services that allow customers to shop online and pick up their purchases in-store. This blend of digital and physical shopping creates a cohesive and satisfying customer journey.

As the festive season unfolds, malls are adopting innovative marketing strategies that reflect changing consumer preferences and technological advancements. By focusing on experiential retail, personalization, and community engagement, malls are not only enhancing the shopping experience but also solidifying their role as vibrant community hubs during this special time of year. The ongoing evolution in trends and strategies promises a festive season that is not only memorable but also redefines the future of retail.

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