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Ambience mall betting big on beacon technology for performance mapping!

Beacon is a very helpful technology, but Indian consumer is still in a transition phase in order to become tech savvy; hence, scenario is little complex right now.

Tags: H&M, GAP , Zara, Lemon drop, Ambience mall, Ritu Kumar, Anita Dongre,

BY Shipra Srivastava  |  Mar 03, 2017  |  comments ( 0 )  | 
Ambience mall betting big on beacon technology for performance mapping!

Ambience Mall,  an apogee of lifestyle distinction, offers not only unprecedented scale in terms of its size but also an experience of unparalleled retail mix combined with the entertainment and leisure attractions that has changed the concept of shopping mall experience. There are two malls – one in Gurgaon and the other in VasantKunj. The mall is home to hundreds of brands across many categories. The mall is just came out the demonetization period and has successfully concluded its year’s first end of season sale.

Speaking on overall performance this year, Arjun Gehlot, Director, Ambience Mall, said, “Contrary to general perception, there was a negligible impact of demonetization. In fact, November and December turned out to be the best months for us, mall experience increase in terms footfall and sales  in these two months.”  He also informed that mall is getting decent increase in footfall y-o-y basis.

Going further on end of season sale he said, “Everyone was susceptible and apprehensive about the EOSS this time but the kind of numbers I am getting now everything seems pretty good.”

In terms of sales per sq.ft performance of operational brands he said, “All international entries are doing well. Apart from H&M, GAP and Zara are doing pretty decent.”

He also informed that even Indian labels like Ritu Kumar, Anita Dongre are turning very strong in terms of sales per sq.ft. Going further he said, “Recently, in Ambience Gurgaon we redone entire area for ethnic women brands.” As of now, fashion occupies about 70% of leasable area of the mall.

On footfall front he said, “Anchors usually get better footfall, and usually anchor is an international brand. But, Indian brands including Collective, Iconic, Reliance brands are also getting good amount of footfalls.”

Addressing the question of tools to measure performance of operational brands he said, “We are in talks with many start-ups as well established companies for beacon installation. No doubt, beacon is a very helpful technology, but Indian consumer is still in a transition phase in order to become tech savvy; hence, scenario is little complex right now.”

Speaking on existing technology he said, “Our mall provides free wifi to customers so there are different ways to map the footfall of any particular area. We work very closely with the retailers to dig into their data as well as ours. So, it is kind of joint effort, we study pattern of the customers coming to the mall with the help of retailers’ data. Having said that, I would like to mention, no technology can beat on- floor human resource to study the customer habbits and trends.”

Highlighting the growth plans he added, “We will adding more brands in food court later area this year. We have just introduced ‘Lemon drop’ an authentic Indian cuisine brand in food court the brand is already doing very good.”

At last he mentioned that mall will remain focused on food and entertainment properties equally as malls are no longer shopping destinations only.






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