DLF Place Saket, a happening mall from the house of DLF Group, is a complete family destination, popular with both tourists and locals. Arindam Kunar, Vice President, DLF Saket talks about this mall which is eventually becoming a prominent retail destination at the heart of South Delhi for the plush brands it houses that meet the demands of today’s consumers of all age groups.
Rajni Pandey (RP): Please tell us about how you are capitalising on catchment area?
DLF Place Saket, a happening mall from the house of DLF Group, is a complete family destination, popular with both tourists and locals. Arindam Kunar, Vice President, DLF Saket talks about this mall which is eventually becoming a prominent retail destination at the heart of South Delhi for the plush brands it houses that meet the demands of today’s consumers of all age groups.
Rajni Pandey (RP): Please tell us about how you are capitalising on catchment area?
Arindam Kunar (AK): The mall is positioned as a “family and kids mall”, and thus has a wide array of offerings for the entire family that include entertainment, food and beverage and a wide variety of categories in shopping, which in itself is a big draw. In addition, we stay in touch with our customers through various modes of communication and constantly update them of new offerings and deals. Exceptional convenience like parking, sense of security and safety as well as our marketing events and promotions draw our catchment area to our mall.
RP: What is the daily average footfall in your mall? What's the figure during peak hours?
AK: Our daily average footfall ranges between 30,000 on a weekday that goes up to 50,000 on weekends. The peak hour is between 2 pm and 6 pm.
RP: Tell us about your tenant mix and leasing strategy?
AK: Our mall positioning is paramount in our leasing strategy. Our focus on leasing is to bring well known brands with customer affinity, and categories which cater to the whole family. While fashion is the mainstay of any posh mall like ours, we try and cater to the fashion for him, her and kids. Similarly, kids play a big role in our leasing strategy as does home and home décor or furnishings. We were the first one to introduce a concept like Julia Gabriel.
RP: What is your marketing and promotion strategy? What kind of support do you provide to the brands housed in the mall?
AK: Our marketing and promotion strategy is to generate sales for our tenants, and thus most of our efforts are based on minimum purchase or similar strategy. In addition to building a brand connect with our customers through constant touch and also on facebook and tweeter, we also actively conduct various annual events like DLF Shopping Festival, Diwali Festival, Christmas Festival, etc. People have come to expect some innovative and exciting events from us now. DT being our sister concern, work well with us for all movie related events. Mall décor and unique installations within the mall also play a critical part. Most importantly, our tenants and we work together on every opportunity to our mutual benefit.
RP: Do you follow revenue sharing model? If yes, what is the percentage of the tenants who do belong to this model? Is it beneficial for retail sector to grow?
AK: We have a mix of minimum guarantee and revenue share models with out tenants. It is a good model to work with our tenants as it brings a shared sense of responsibility and builds common ground to work aggressively for revenue enhancement. Brand and category selection being right, this is a beneficial way to grow the business.
RP: What is the total area of parking in your mall? What are the amenities you're providing to this mall?
AK: We have more than 900 car bays parking. We provide many facilities in the mall which include car wash, salon, money exchange, gift packing, valet parking, first aid, feeding room, handicap assistance, kids’ play area, cab service, courier service, baby stroller, lost and found services, etc.DLF Place Saket, a happening mall from the house of DLF Group, is a complete family destination, popular with both tourists and locals. Arindam Kunar, Vice President, DLF Saket talks about this mall which is eventually becoming a prominent retail destination at the heart of South Delhi for the plush brands it houses that meet the demands of today’s consumers of all age groups.Rajni Pandey (RP): Please tell us about how you are capitalising on catchment area?
Arindam Kunar (AK): The mall is positioned as a “family and kids mall”, and thus has a wide array of offerings for the entire family that include entertainment, food and beverage and a wide variety of categories in shopping, which in itself is a big draw. In addition, we stay in touch with our customers through various modes of communication and constantly update them of new offerings and deals. Exceptional convenience like parking, sense of security and safety as well as our marketing events and promotions draw our catchment area to our mall.
RP: What is the daily average footfall in your mall? What's the figure during peak hours?
AK: Our daily average footfall ranges between 30,000 on a weekday that goes up to 50,000 on weekends. The peak hour is between 2 pm and 6 pm.
RP: Tell us about your tenant mix and leasing strategy?
AK: Our mall positioning is paramount in our leasing strategy. Our focus on leasing is to bring well known brands with customer affinity, and categories which cater to the whole family. While fashion is the mainstay of any posh mall like ours, we try and cater to the fashion for him, her and kids. Similarly, kids play a big role in our leasing strategy as does home and home décor or furnishings. We were the first one to introduce a concept like Julia Gabriel.
RP: What is your marketing and promotion strategy? What kind of support do you provide to the brands housed in the mall?
AK: Our marketing and promotion strategy is to generate sales for our tenants, and thus most of our efforts are based on minimum purchase or similar strategy. In addition to building a brand connect with our customers through constant touch and also on facebook and tweeter, we also actively conduct various annual events like DLF Shopping Festival, Diwali Festival, Christmas Festival, etc. People have come to expect some innovative and exciting events from us now. DT being our sister concern, work well with us for all movie related events. Mall décor and unique installations within the mall also play a critical part. Most importantly, our tenants and we work together on every opportunity to our mutual benefit.
RP: Do you follow revenue sharing model? If yes, what is the percentage of the tenants who do belong to this model? Is it beneficial for retail sector to grow?
AK: We have a mix of minimum guarantee and revenue share models with out tenants. It is a good model to work with our tenants as it brings a shared sense of responsibility and builds common ground to work aggressively for revenue enhancement. Brand and category selection being right, this is a beneficial way to grow the business.
RP: What is the total area of parking in your mall? What are the amenities you're providing to this mall?
AK: We have more than 900 car bays parking. We provide many facilities in the mall which include car wash, salon, money exchange, gift packing, valet parking, first aid, feeding room, handicap assistance, kids’ play area, cab service, courier service, baby stroller, lost and found services, etc.
