Pushpa Bector, Executive VP and Head, DLF

HOW TO CREATE
‘A SUCCESSFUL MALL IN INDIA’
LOCATION IS THE KEY
CATCHMENT AREA AND CONSUMER ANALYSIS
• Occupied mall space in the catchment area
• Assess the consumer base in the region
• Expenditure on modern retail by the residents in
the area
• Availability of land to create large format mall
Concept of ‘Zones at Mall’ - Positioning and Size
Tenant leasing according to the Zone and
brand mix across all levels of the mall
DEDICATING 40% FOR
FOOD AND ENTERTAINMENT
– ‘A GAME CHANGER’
ROLE OF KIOSKS AND ZONE LINKED POSITIONING
WHAT MALL DEVELOPERS SHOULD FOCUS ON
• Providing convenience and ease of shopping to customers
• Create an appropriate brand mix (Indian and International)
• Offer quality food and beverage options
• Entertainment options for all age groups
• Focus on Kids and Teenagers with unique offerings
• Create digitally smart mall
• Environmentally friendly mall
Digital directories & Digital advertising spaces
Encourage the brands to FIT out collectively
and realising strength of strong opening
GAME CHANGING INITIATIVES
• LAUNCHING THE MALL AT 70% TRADING
• SOFT OPENED WITH ANCHORS AND RAMPED IT TO 250 BRANDS IN 4
MONTHS
• DEDICATING 40% FOR FOOD AND ENTERTAINMENT
LAUNCH STRATEGY
• Soft launched the mall on 15th December 2015 with over 100 brands – First time ever in retail real estate segment. Soft
launch majorly focused on the leasing strength of the mall.
• Strategy was to soft launch operations with a soft opening by reaching out to immediate catchment areas
• Zonal ATL Campaign (Print & OOH) was rolled out with strategic events and decors
• Brand led campaigns were designed to build interest and intrigue amongst consumers
• Media was reached out for one-on-one mall walk throughs to showcase the mall and what it had to offer
• DLF Mall of India officially launched on April 27th, 2016 with over 250 brands with a 360 degree ATL & BTL Campaign. The
mall saw the fastest ever build up to launch with 250 brands in just 4 months.
• The main launch of the mall positioned DLF Mall of India as the country’s only Destination Mall, which stands for
Happy Mallidays offering families a never-before mall experience at par with international malls
• The two month long launch campaign will tackle zones smartly while keeping the overall MALLiDAY positioning intact
SOFT LAUNCH
MAIN LAUNCH
Launch Videos
1.Valentine
https://youtu.be/cy98IXS6Rmg
2.Mallidays
https://youtu.be/-gAs-uEJxIc
Things to look out for at DLF Mall of India:• Shopper’s paradise: DLF MOI houses 330 brands with over 100 Fashion brands, 75 Food & Beverage brands
and an iconic entertainment zone which will offer the same experience as Dubai Mall and malls in Singapore.
• Convenience and ease of shopping: Introducing the unique concept of ‘zoning’ for the first time in India, the
mall is split into five different impeccably crafted zones, making the shopping experience of visitors all the
more seamless and convenient. The mall is categorized into 5 zones
• A full floor for Indian-ethnic shopping: High Street zone at DLF Mall of India is one of its kind in the mall
segment. The organized format of the zone provides convenient access to some of the best Indian ethnic as
well designer brands in the country.
• Feast on the delicious F&B platter: With a total of 75 F&B options to choose from, there is something to
please every foodie. What’s more? The Food Court is massive with a lot of good options to choose from.
•
• The largest array of indoor entertainment: Redefining the concept of indoor entertainment are the mall’s
unique and large-scale gaming concepts like Smaaash, Ski India and Funcity.
• A Special Treat for Kids: The cinema has a special treat for kids in the form of a unique auditorium for
children with a dedicated kids candy bar.
• Digitally Smart: You’ll be pleased to see smart advertising on led walls along with some useful digital
directories that’ll remind you of any good international mall.
• Eco-friendly Mall: DLF Mall is the first LEED GOLD certified mall in North India. It has energy efficient air
conditioning system with 20% less energy consumption, solar power plant of 40kW for using solar energy,
Solar water heater with a capacity of 4000l to save electricity, Ventilation fans coupled with CO sensors in car
parking, pumps and fans coupled with variable speed drives to save energy, sequencing batch reactor for
waste water treatment with largest technology and Organic waste converter for wet garbage. If you skip the
technical details, a mall that’s friendly for the environment
• Minimal & Green: the mall is refreshingly different from other malls in the city – other DLF malls included.
For instance – the interiors have been kept minimal, fresh with white showing quite abundantly. You’ll like
the plush greens when you drive in the complex.
GETTING THE RIGHT FOOTFALL
GETTING THE RIGHT FOOTFALL
HANG-OUTERS
SHOPPING ENTHUSIAST
Role of Technology in creating a ‘Digital Mall’ and
‘Omni-Channel’ customer reach
Touch Screens, Video Walls , Apps , Website and Google Reach
CREATE
CREATE A
A UNIQUE
UNIQUE CUSTOMER
CUSTOMER EXPERIENCE
EXPERIENCE