Shopping For Entertainment

Rohan Jagtap,an employee of the retail sector,opines,”There are N-number of malls providing the same brands. The only thing that sets one apart from the other is customer experience. These events give customers more than one reason to come to the mall.” After attending a play,laughing at a stand-up comedy show or participating in an impromptu dance competition,the customer is in a favourable mood. “And,he or she is bound to look in at the stores and shop,” Jagtap adds.

On Friday,all those who visit Phoenix Marketcity can be a part of a play reading organised by the mall in association with The Showmen’s Stage. Atul Kumar from the Company Theatre Group,Mumbai,will take centrestage. Just recently,the mall had two stand-up comedians from The Comedy Store Mumbai entertain shoppers. “We have events practically every day of the week. From a ladies makeover on Mondays,to musicians playing at one of the Atriums every evening,a pianist at one of the entrances to DJ nights,live bands,treasure hunts,dance competitions and even flash mobs,” says Rajiv Malla,Centre Director,Phoenix Marketcity. Every person who walks into the mall may not be a shopper. “One may come to fulfill a shopping need or one could be accompanying a friend or relative. We want to give them multiple reasons to visit us,” Malla says.

Recently,Amanora Town Centre staged the Anurag Kashyap-penned play ‘When God Said Cheers’ starring Tom Alter and Cyrus Dastur. Tushar Mehta,president,marketing & leasing,reiterates the ‘multiple experience’ factor. “The key is to keep the customer engaged for a longer duration. Shopping is just one aspect. The rest is taken care of by shows – we have promoted over 100 bands in the last six months,F&B outlets,art exhibitions – to make art more affordable and accessible to masses,a gaming centre,a musical fountain show and so on,” Mehta adds.

Ishanya Mall at Viman Nagar has an amphitheatre,art gallery and events like flea markets and pet adoption camps on weekends. Ajoy Krishnamurti,CEO,Ishanya,says,”People generally think ‘shopping’ when it comes to a mall. But malls are more centres of leisure where one goes for entertainment,food and then shopping.” Simple things like the aforementioned events and a tuk-tuk to ferry people around dramatically differentiate the experience that people have at a mall. “They add a certain soul to the place,” Krishnamurti says,adding,”Given the fact that good quality public places are not available,malls are the new surrogate public places. They are what you would call town centres in the West .”

Inorbit Mall,Nagar Road,will take this role a step further with its Mall Walk concept. “Due to dearth of space outside,people can come take a walk in the mall. There will be a trainer and we’ll also hold laughter classes,” says Nishank Joshi,DGM,Corporate Communication,Inorbit Malls. Their year-long community initiatives – from the Live at Inorbit music performances to ‘Aikya’ wherein free workshops like self-defence,fruit and vegetable carving,rain harvesting,pet care etc are held for women and children are the mall’s differentiators,he says.