Mall developers are formulating new and modern strategies and tactics to keep up with changing consumer dynamics and accordingly provide the best for their users. Shopping centres across the globe are now focusing on prime entertainment and several new malls have been constructed around the country, with substantial square footage allocated to Family Entertainment Centres…
Shopping centres are traditional destinations for families. Such is the growing mall culture in India that 34 new shopping malls, covering 13.6 million sq. ft. the area is expected to come up in the top eight cities by the year 2020. But keeping a mall alive is no piece of cake. Retail by itself appears to no longer suffice as a draw for leisure experiences. Yes, families still come to traditional shopping centers to buy what they need, but new entertainment destinations such as urban entertainment centers and location-based entertainment centers are appearing, many with retail as a significant part of their mix. Raking in the footfalls takes a lot of effort, a smooth process, keen management skills and above all, a deep understanding of consumers.
Several new malls have been constructed around the country, with substantial square footage allocated to Family Entertainment Centres (FECs). Maximizing on digital technology, malls are enhancing customer engagement to stimulate footfalls besides boosting sales as these factors form a vital aspect of their business strategy. They are providing customers with a wide array of national and global brands, besides enabling them to enjoy with their loved ones.
There are malls offering over-the-top features including indoor ski areas, indoor theme parks, water parks, zoos, science centers, shooting ranges, and even an underground shark tunnel. They are moving towards play zones, amusements park themes, rides and engaging events, like celebrations, special campaigns, shows, summer workshops music concerts, etc. The FEC concept which petered down from the US to India now is the mainstay of the shopping mall industry.
These substantially extend a mall’s draw, lengthen shopper stay and even increase revenue for other tenants. Even Tier II malls are not far behind, creating spaces to bring in more entertainment players.
The Concept Says It All
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