Procedure for Operations.

As part of our research we interacted with

1) Mr. Abhishek Iyer, Marketing head of Seawoods Grandcentral.
a. A new mall (6 months) where many international and national
outlets are available and they have a good footfall of about
15000- 20000 on a weekday and 35000-40000 on a weekend.
They recently celebrated Onam (a festival which is usually
celebrated by Malayalis.) This attracted a Mob.
b. Their motive is to provide wide all the international brands under
one roof.
2) We interacted with multiple marketing professionals at Phoenix
Market City (PMC), Kurla.
c. This mall has a great variety of outlets and the biggest asset of
this mall is its location.
d. This mall is decorated according to the festivals and further they
conduct multiple events.
e. This mall has a footfall of 40000- 70000 in a weekday and more
than 100000 on a weekend.
f. This mall does a lot of CSR activities too.
As part of market research, we conducted a survey (please refer the
excel)
g. Target audience was college students.
h. Age between 20-35.
i. These customers are brand conscious and thus they have
shared their views, ideas and recommendations.
About our Recommended Strategies

Mobility Shopping

Objective
1. To increase the footfalls of malls
2. To change the experience of shopping, making it more amiable
than the competition
3. To introduce a new concept, which would optimise the experience
of shopping
4. To engage use of Technology, integrated with modern
engineering, thereby felicitating a complete experience.
Requirements
1. A centrally connected application
2. A fully equipped Barcode Scanning system, integrated with the
application.
3. A secured payment Gateway
4. Internal redesigning in malls , for conveyor belts system
Procedure for Operations
First level.
 Customer enters the shopping complex. All that is required, is the
first time registration in the application.
 The customer enters a Franchise, (Jack and Jones) in our
example, he selects the required apparel, and scans the the
barcode of the product, through his mobile.
 In this system, until the customer, makes his decision, all the
scanned barcodes are transferred to a wish list, in his wallet.
 The wallet updates the customer, regarding the number of units of
that product left, any ongoing discounts, or freebies applicable,
with the purchase.
 Every time an actual buy happens, the customer is alerted through
the app and prompted for making payment of the purchase. (Note,
this happens, only at the time of actual payment, not scanning)
Second Level;
 The customer then proceeds to the second level.
 He/she repeats the process.
 The goods are added to the wish list of the customer, then updated
in the application.
 Prompt Notifications are delivered to the customer, pertaining to
his items in the wish list.

 The same process is repeated, through the third and the remaining
levels.

Payment
 The crux of this idea, is in its integration with all the franchises
situated within the shopping arenas, with the payment application
and the conveyor belt system.
 Once the shopping is concluded, the customer, scans through, the
entire catalogue, in the application wish list page.
 He makes a final selection, of the purchases he wishes to make
and makes the payment through the secured gate way. The
Application, transfers the payment to the selected merchants, and
the purchase is made.
But What about the purchases made?
The second phase of the idea revolves around this mechanism.
We are well aware of the conveyor belt system, which is generally used,
in the airports. To transfer the bags, and trolleys to the owner, we used
the same mechanism, in a simplified manner.
1. The time when, a payment is made by the customer, his wish list is
converted into a virtual shopping bag, and is allotted a unique
number.
2. All the merchants, have to do, is, once the payment is received,
they have to stick the unique number, near the barcode of product,
and drop it into the conveyor belt, when the instruction is given, to
do so.
 3. This felicitates easy grouping at the collection area, and faster
transfer.
4. The goods are taken to a central area , where all the goods with
same barcode is collected , and is transferred to the shopping bag
of the customer , and finally handed over to him .
But what if the goods are already taken?? When it’s not available?
The answer is simple.
The customer is informed of the same, and is asked, if he would like to
have it home delivered, the delivery would take place, at his choice of
time.

What are the benefits of this approach?

4 WORDS ……Hassle Free & Innovative Shopping

Increase in Social and Cultural Events
As part of our research many customers responded positively that
events are one of the influencer to visit a mall. So if a mall conducts
creative and innovative events the footfall will increase and thus the
revenue will increase too.

Kind of events conducted in a mall

35

30

25

20

15

10

0
Kids related Cultural events Social cause None Woman's day etc Sports
events events

Events preferred by customers

Museum in a mall
There are many malls especially in abroad where malls have museum in
them and that becomes the attraction for the mall. As part of our
research we have got a mixed response from customers however there
are variety of museum which attract a lot of customers like Wax
Museums, Natural History Museum, etc.
If your mall comes up with a museum in it,
would you like to visit the mall more
frequently and inform others (friends and
relatives) about the same?

32% 32%

36%

Yes No May Be