Shopping Centres & Their Strategies To Engage With Consumers This Festive Season

With the onset of the festive season, it becomes imperative to engage with consumers actively. It is crucial to communicate about the key offers and latest offerings to home weary consumers who are eager to step out and shop – albeit with precautions like hygiene and sanitisation…

- Charu Lamba

In India, the festive season – which begins for almost all ethnicities around the month of September – is the time when consumers all over the country buy new clothes as well as white goods. During this time, many get their homes whitewashed, interiors re-done, and increase spends on theme-based household goods such as upholstery, furniture, electronic appliances, etc.

Aside from this, festivals in the country have always acted as catalysts in boosting the economy. For shopping centres in India, this festive quarter i.e. October to December is the most important time of the year business-wise. This year, however, COVID-19 has adversely impacted the retail and shopping centre industries, in turn affecting the way people celebrate festivals and special occasions.

However, as the pandemic continues and a vaccine still months away, the sentiments of home weary consumers are improving, with many of them eager to step out and shop – albeit with precautions.

“With the onset of the festive season, it becomes imperative to engage with consumers actively. It is crucial to communicate about the key offers and latest offerings at the mall with hygiene and safety protocols being of utmost importance. For example, we are focusing on celebrations and festive season at DLF Avenue and DLF Promenade with Bride Tribe campaigns respectively. We have carefully crafted campaigns that will mesmerise the customer and at the same time instil trust and reassure customer of DLF’s commitment to customer safety,” says Pushpa Bector, Executive Director, DLF Retail Malls.