Professional Documents
Culture Documents
open spaces and parking within the premises, entertainment avenues, flow of
the floors to circulate traffic correctly, clustering similar brands on a floor,
placement of food zones and exits and, most importantly, the overall
ambience.
9) Smaller malls find difficult to survive as they are facing stiff completion from
bigger malls those built before 2010 are specially facing issues as these malls
are much smaller to malls built after 2010. Unless these are strongly
positioned and differentiated, these malls will not be able to survive in the
competitive environment. One example of a successful small mall is Alpha
mall in Mumbai that sells a large variety of electronic good- imported and
domestic at competitive prices.
10)
The measures they undertaken include a revamped tenant mix,
adoption of mixed use format and delivering theme based shopping
experiences.
Some new mall owners are creating "zones" (read, multiplexes, food courts,
kids' play area) to meet the changing needs of the shoppers and upgrading
services like access, parking (in terms of even lanes leading up to the malls),
security, providing prams for children etc., going as far as to organize regular
events around celebrity visits, shopping festivals, flea market fiestas etc. to
ensure footfalls and consumer involvement. The amenities draw the
consumer in for reasons other than to just purchase items.
11)
Better visibility of brands in malls is needed. DLF moved to a revenue
sharing model when many of its branded malls started faltering. The group
initially gave out space on a first-come-first-serve basis besides offering
shops to those who promised higher rentals. DLF allowed many investors to
buy the shops and rent them out later. The result: no sense of ownership and
low overall accountability from brands.
12)
Locations
Overall
Prime South
Prime Others
Suburban