Maximum visibility, immersive experiences power R City Mall’s marketing gameplan

As the festive season winds down, R City Mall has witnessed a huge surge in consumer activity, with increased foot traffic and a significant rise in demand for gold and diamond jewellery, clothing, and immersive experiences. This season has not only showcased an economic uplift but also highlighted shifts in consumer sentiment, with a greater emphasis on memorable, interactive experiences that go beyond traditional shopping. Against this backdrop, R City Mall has positioned itself as more than a retail destination, curating events and campaigns that resonate with festive fervor and evolving preferences.

In this insightful interaction with Adgully, R City Mall’s Rima Kirtikar, Group Chief Marketing Officer, Runwal Realty for R City, shares how the company has tapped into these trends to create a festive atmosphere that combines shopping with community-driven experiences. From dynamic activation zones to targeted advertising, exclusive offers, and the impact of influencer partnerships, Kirtikar delves into the strategies and initiatives that have helped R City Mall redefine the festive shopping experience for diverse consumer groups.

How is R City Mall responding to current consumer sentiment? Are there specific trends or preferences that have influenced your festive offerings?

We at R City Mall are always tuned into the pulse of our customers. We have observed that gold and diamond jewellery demand has shot up. This year we have seen greater demand for the same than the previous year. It is forecasted that there will be a 30% increase in gold jewellery sales, as predicted by the All India Gem and Jewellery Domestic Council. We are also expecting an uptick in demand for clothing and apparel.

Furthermore, this festive season, we’ve noticed a strong inclination towards immersive experiences. People are seeking more than just shopping; they want to be entertained, engaged, and inspired. To cater to this, we’ve curated a festive calendar filled with exciting events, workshops, interactive installations, and themed decor. We’ve also partnered with a diverse range of brands to offer a wide array of choices, ensuring there’s something for everyone, from fashionistas to foodies.

How has the experience zone at R City Mall evolved to cater to the festive season, and what new attractions can visitors look forward to?

This festive season, our experience zone has burst out in joy and is decorated in amazement! We’ve got a ton of exciting activities planned, like interactive installations that’ll leave you amazed, and themed workshops where you can unleash your creativity. We have had several exciting events in the build-up to the season, especially the recent concerts like Seedhe Maut and ABBA. These events showcase how our initiatives provide excitement to our audience. We have several workshops as well across the season. Furthermore, we have taken initiatives to utilize our space as best as we can without compromising on the walking space. We have entirely filled up this space with stalls.

Additionally, an increasing number of visitors are paying attention to sustainable practices, and malls that incorporate eco-friendly decor, green product displays, and sustainable shopping options are attracting more foot traffic.

What strategies are being implemented to increase footfall during the festive period, and have you noticed any changes in visitor trends?

R City Mall is gearing up for a festive season filled with excitement and offers. To attract more visitors, we've launched a comprehensive campaign across various channels. From social media to outdoor advertising, we’re ensuring maximum visibility. We in fact rolled out a couple of exciting campaigns in the build-up to the season. We’ve also introduced a range of exclusive offers, and discounts to incentivize shopping. Our offers are some of the most exciting across the industry, for example, lucky winners are winning a diamond necklace worth almost Rs 1 lakh every week. Additionally, as a Family Destination Mall, we’re focusing on creating immersive experiences catering to all ages, such as themed installations, live performances, and interactive workshops, to cater to the evolving preferences of our customers. We have various promotions applicable currently across our 12 entertainment centers.

Could you share details about the special activation zones planned for this festive season? How do these initiatives enhance the shopping experience?

The festive season is all about celebrations and purchases. Therefore, to ensure shoppers convenience we have our activation zones in the courtyard and the main atrium. In the courtyard especially, we have invited retailers to attract buyers. These special activation zones are designed to elevate the shopping experience, highlighted by the Diwali Delight event. These zones feature interactive displays, themed decorations, pop-up shops, live music, and exclusive brand showcases, all designed to immerse visitors in the festive atmosphere. The Diwali Delight event adds to the excitement with traditional performances, festive decor, and special offers. From kids’ craft workshops to culinary tastings, these initiatives cater to all ages, encouraging longer visits and creating a vibrant community feel. The goal is to transform shopping into a celebration, boosting customer engagement, fostering loyalty, and leaving visitors with joyful memories.

What key campaigns are you rolling out for the festive season? How do these campaigns aim to engage shoppers and drive sales?

Campaigns during the festive season are curated by blending traditional celebrations and modern shopping experiences. We are rolling out campaigns like the Diwali Delight event with live music, festive decor, and interactive activities. These events are complemented by exclusive in-store promotions, pop-up markets, and brand collaborations that highlight special festive collections. Furthermore, we had recently completed a campaign called ‘shop and win’ with another jewellery-focused campaign ongoing currently. Furthermore, we have an ongoing, digitally native kids-centric campaign.

The aim is to immerse shoppers in the festive spirit, encouraging longer visits and creating excitement around shopping, which in turn drives sales.

Could you provide insights into the ad spend allocation for the festive season? What platforms are you prioritizing for maximum reach?

Our ad spend allocation is aimed at maximizing reach and engagement. We are optimizing digital platforms like social media, especially Instagram and Facebook, for targeted promotions, influencer collaborations, and interactive content. We are also engaging in SMS based campaigns, at the same time, we are investing in traditional modes of communication like radio and print to ensure reaching all sections of our audience. Outdoor advertising, including eye-catching displays and mall activations, also plays a crucial role in grabbing attention.

Are there any special incentives, discounts, or rewards for shoppers during the festive period? How do you ensure they align with consumer expectations?

We are offering a range of incentives, discounts, and rewards during the festive period to enhance the shopping experience. These include exclusive discounts on festive collections, cashback offers. For cashbacks especially we try to make it interesting with our spin the wheel which turns a routine incentive into an engagement activity. Our incentive program effectively demonstrates that shopping beyond a specified threshold virtually guarantees winning vouchers. Additionally, we’ve introduced festive lucky draws and contests to add excitement. Through Lucky Draws we are giving out a diamond necklace worth about Rs 1 lakh each week. All incentives are designed with consumer expectations in mind, focusing on value and aligning with the joy of festive shopping.

How important are celebrity and influencer endorsements in your festive marketing strategy? Could you share any notable partnerships this season?

Celebrity and influencer endorsements can play a significant role in marketing. They help create buzz and build a deeper connection with our target audience. We engage with celebrities and influencers as per the requirements of any particular campaign. Their involvement in key campaigns, both online and offline, amplifies our reach and engagement, bringing a festive yet relatable feel to our marketing efforts.

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