Shopping has become a weekly ritual for the majority of the urban Indian households, and a festival for the citizens from small towns and cities. Malls have been the perpetrators for the strengthening of this belief, with their grand walk-in stores, entertainment centres, immersive shopping experiences and lucrative discount offers.
As malls began their journey a few decades back in India, they have been constantly evolving and revamping their strategies and outlook to satiate the changing consumer sentiments over time. They started as an entertainment centre but have now become a space for business meetings & events.
Many commercial complexes have also dedicated a good share of their space to retail fashion and essential stores, offices, cafes all under one roof.
The lockdown has, however, turned this pattern upside down, refraining people from public spaces and maintaining distancing are now the patterns of new normal. Mall authorities and retailers are concerned, and worried about pushing their sales as the unlock phase begins.
People have been confined for a long period in their homes; have spent only on basic essentials. This has made them assess their spending behaviour closely. Trying to bring them back into the shopping spree mode seems like a challenging idea.
Malls and retailers are in dire need of a rational way out, probably some recovery tips as we move forward in the unlocking phase to for at least driving a decent number of sales and keeping the wheel of business running. Here is a list of some recovery tips that would help mall authorities and retailers in recovery-
A Mix of Physical and Digital Offers
Retailers and mall authorities have combined their forces and worked to make their spaces a safe place for shopping. Some stores have even resorted to hourly appointments for managing footfall. However, the mass opinion remains of restraining from public spaces.
The consumers are more comfortable shopping and waiting for their online deliveries instead of stepping out. This behaviour change can be utilized in setting up new models for retail. Store managers can set up a dedicated team for their online channels, and ensure quicker and safer deliveries/ store pickup from nearest stores.
The digital portal with a 360-degree view of store/malls might also incite some customers to visit, looking at the safety precautions being practised in the premises.
 Equilibrium of Stores
Malls must have a unity between the stores present in the premises, this is not just for the post-lockdown times but also in a long-run. High-end stores, vanilla stores, chain stores, traditional local stores present under one roof will attract people from different sections of society.
Each consumer has a different kind of brand loyalty, some just like to explore; amid the contagion times, the exploring part is not usually in practice. Therefore, stores of all capacities opened will attract a definite set of potential buyers from varied backgrounds.
 Social Media Campaigns
Social Media pages were and will continue to be for the upcoming months- your brand’s best friend. The platform not only helped in the brand recall but also keep you connected with your buyers. It is all the more important that you encourage the shoppers coming to your stores share their safe experience and the services malls are providing to keep up with the virus prevention.
 Exclusivity – The Asset Class
Exclusivity and grandeur will remain the attractive propositions for HNI individuals, in these times where distancing rules high-end brands can establish an asset class for their loyal customers by inviting them for store visits or perhaps store pickups through their online networks. Combo offers dine-in places or salons could be used to maintain mall loyalty.
 Happy Hours to Safe Hours
‘Happy hours’ has been a marketing strategy for so many eateries and cafes in the past. It is time we bring some alterations to its application, owing to the unrest in the situation. Stores with sufficient budget can schedule the customers’ appointments for visiting and shopping at their stores.
Even retail outlets with small spaces can put this model in use. Although, this will put a limitation on the entry of impromptu shoppers; therefore brands must carefully align this model after assessing its merits and demerits.
 Author: Dhiraj Jain, Director, Mahagun Group.
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