Hi there! Here is my master's thesis about the emerging trends in the Family Entertainment sector and the positive impacts of its convergence with Retail Real Estate – in the form of Urban Entertainment Centres.

1. RETAILTAINMENTRETAILTAINMENT
Future Trends in
Indian Real Estate
(EXPERIENCE -DRIVEN RETAIL)
Indian Real Estate

2. BACKGROUND OF THE STUDY
The below listed facts form the basis of the research,
• The retail industry is facing a decrease in in-store spending and visitors, while e-commerce
continues to grow.
• Visa Index on consumer spending (2018) has reported a• Visa Index on consumer spending (2018) has reported a
› 2.6 % decline in in-store spending, while online shopping increased by 6.5 %.
› forecast on reduction in physical store space by 30-40% over the next 3 -5 years.

3. BACKGROUND OF THE STUDY
● Reduced physical stores provide potential vacant
floor space which can be utilised for leisure &
entertainment.
● Also, consumers are increasingly viewing shopping
as an experience, and retailers need to follow suit to
accommodate this by creating an engaging spaceaccommodate this by creating an engaging space
with activities which cannot be achieved at home.
This will hold the consumer’s attention and encourage them to return. This is widely referred to as ‘Retailtainment’.

4. METHODOLOGY
RESEARCH
AIM
To study about the emerging trends in the Family Entertainment
OBJECTIVES
To study about the emerging trends in the Family Entertainment
sector and the positive impacts of its convergence with Retail
Real Estate – in the form of Urban Entertainment Centres.
To Understand -
To Suggest -
And

5. CHAPTERISATION
01 INTRODUCTION
Evolution of Global Retail
and Family Entertainment
CONSUMER ANALYSIS
Background, Shopping and
Entertainment Preferences
04
Evolution of Global Retail
and Family Entertainment
Sectors
02 RETAILTAINMENT
The why, what and how of
Retailtainment
Entertainment Preferences
05 DEMONSTRATION
Urban Entertainment Centre
proposal in Mysore, Udupi and
Coimbatore
CASE STUDIES
Global and National players
advocating the Retailtainment
concept
03 CONCLUSION
• Recommendations for Shopping
Mall Developers
• Emerging Retailtainment
Hotspots in India
06

6. CHAPTER 1
Chapter one includes an introduction to the topic ofChapter one includes an introduction to the topic of
research covering different topics like
• Growth of Retail Sector over the years along with
an overview of
• Shopping malls: Now versus what the future
demands
→ Current challenges and trends
→ Family Entertainment infused facility
versus
→ “Retailtainment” anchored as Urban
Entertainment Centres

7. CHAPTER 2
Chapter two reviews the existing literature on theChapter two reviews the existing literature on the
topic.
• The Retailtainment model
→ An in-depth understanding of the concept
→ What it aims to achieve ?

8. CHAPTER 3
Chapter three highlights the top players advocatingChapter three highlights the top players advocating
Retailtainment concept
• Global Case Studies
• National Case Studies
→ Key takeaways from the renowned
entertainment agencies
→ Is India’s Entertainment Sector on par→ Is India’s Entertainment Sector on par
with Global Standards ?

9. CHAPTER 4
Chapter four comprises of study of the target
TOURISTS
Chapter four comprises of study of the target
population’s
The respective is collected by means of a structured
questionnaire aimed at selected consumer groups –
after which the interpretations are made.
→ Background
→ Mall visit frequency and Spending patterns
→ Entertainment Preferences
→ Feedback on Retailtainment
STUDENTS
after which the interpretations are made.
S.No Area of Study Target Population
1 Mysore Tourists
2 Udupi Students
3 Coimbatore Working Professionals
PROFESSIONALS

10. CHAPTER 5
Chapter five comprises of demonstration studies,Chapter five comprises of demonstration studies,
wherein an “Urban Entertainment Centre” is
proposed for the selected cities.
The proposal is made in terms of the facility’s
product mix – for which the proportion of various
→ Mysore
→ Udupi
→ Coimbatore
product mix – for which the proportion of various
entertainment options are established from the
consumer survey interpretations.

11. CHAPTER 6
Chapter 6 puts forth a detailed presentation of theChapter 6 puts forth a detailed presentation of the
major findings and recommendations on the basis
of the analysis of the study.
The research is concluded by suggesting
→ Recommendations for the Developer:
Strategies for an appealing and profitable
Urban Entertainment Centre
→ Key Hotspots for UECs in India→ Key Hotspots for UECs in India
→ Retailtainment in India: The way forward

12. INTRODUCTION
Evolution of Global Retail
Sector, Emerging trends
and Challengesand Challenges

13. RETAIL EVOLUTION
Waves of growth witnessed over the
a new physical world
of retail experience
entry of large players in food rise of
Waves of growth witnessed over the
past three decades – synthesized into
three distinct waves.
of retail experience
through multi-brand
stores and exclusive
branded stores
entry of large players in food
retail through departmental
stores, super markets and
hypermarkets
rise of
e-commerce ,
global selling
and omni-channel
retail
01 02 03

14. EMERGING TRENDS
E-commerce
continues to grow
at a rapid pace
Experiential Retail
on the rise
Rise of the Millennials
Tech savvy consumers aged
between 18-39 years old, with
enormous purchasing power
Reductions
Omni-channel
Retailing
to
boom
Reductions
in
physical store space
( by 30-40% in
3-5 years)

15. CHALLENGES
AND
OPPORTUNITIES

16. RETAILTAINMENT
• An essence of the concept
• Need for Retailtainment

17. RETAILTAINMENT
BALANCED MIX OF SHOPPING + ENTERTAINMENT
“the use of sound, ambience, emotion & activity
to get customers interested in the merchandise
and in the mood to buy”
- George Ritzler- George Ritzler
(American Sociologist)

18. NEED FOR RETAILTAINMENT
a creative way for
a unique fusion of in-store
shopping + entertainment
an engaging space
that attracts & holdsa creative way for
retailers to compete
against e-commerce
a unique fusion of in-store
shopping + entertainment
offerings that fulfil the human’s
natural desire for fun and
leisure.
that attracts & holds
customers attention
=
Increased footfall
and sales revenue

19. CASE STUDIES
• Top Global Players in FEC industry
• Top Indian Players in FEC industry
• Key Takeaways• Key Takeaways

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29. CONSUMER ANALYSIS
Background, Shopping Behavior &
Entertainment Preferences

30. BACKGROUND
SHOPPING
BEHAVIOUR
SHOPPING
BEHAVIOUR

31. ENTERTAINMENT PREFERENCES

32. ENTERTAINMENT PREFERENCES

33. ENTERTAINMENT PREFERENCES

34. CONSUMER FEEDBACK
“Shopping can be a wholesome experience if you also get to indulge in activities such as
amusement and fine dining, along with family and friends!”
“Entertainment options in malls are limited and standardized in many locations, lacking vibrancy“Entertainment options in malls are limited and standardized in many locations, lacking vibrancy
& new age technology. More innovative concepts need to be introduced to capture public interest”
“Very few VR gaming zones are available in my city, plus they are priced on the higher side, i would
prefer if they are more budget friendly”
“With the advent of Netflix and prime, movie theatres have become outdated, kids learning
spaces seem as a useful and fun experience rather than wasting money on movie screenings”spaces seem as a useful and fun experience rather than wasting money on movie screenings”
“Many soft play centres and trampoline parks are found abroad whereas it is an emerging concept
in India. I'd like to see more of it here”
“There is a lot of disparity in the entertainment zones in metro vs. non-metro cities. The former
seems to be more advanced and almost on par with global standards”

35. TOP 3 KEY
TAKEAWAYSTAKEAWAYS
0201 030201
Innovative and Exotic
Themed Entertainment
– a hit amongst all
consumer groups
Developer’s Task:
Aggressive expansion
in untapped markets
with soaring potential
03
More budget-friendly
pricing schemes to be
introduced to capture
more audience

36. DEMONSTRATION
Urban Entertainment Centre Proposal in
Mysore, Udupi and Coimbatore

37. UEC PROPOSAL - MYSORE
WHY MYSORE ?
NEED FOR THE PROJECTNEED FOR THE PROJECT

38. UEC PROPOSAL - MYSORE
SITE DETAILS
• Location :
KR Colony, Belvata,
Mysuru, Karnataka
• Total area : 90 acres
• Project Proposed by :• Project Proposed by :
Karnataka Government
(Infrastructure
Development Corporation
Karnataka Ltd)
• Existing land use – Commercial use (Barren Land)
• Site is adjacent to 45m wide ring road and 30m wide
Bangalore- Mysore road.

39. The “UEC Visitors Profile” is suggested
based on the demographic studies
• Annual footfalls for an UEC = 20% of the city’s
resident population + annual tourist visits.
UEC PROPOSAL - MYSORE
VISITORS PROFILE
based on the demographic studies
that have been carried out.
Tourist Population Resident Population
Listed in Descending order  Most to Least probable
→ Nuclear Families
→ Couples College & Friends Groups
• In the case of Mysore, average number of footfalls
comes around 8.79 lakh visits per year and is
incremental in value as per on the economic and
cultural growth of the city
→ Couples
→ Joint Families
→ Friends Groups
→ Educational Groups
→ Corporate Groups
→ College & Friends Groups
→ Couples
→ Families

40. Based on the consumer profile and the survey interpretations the following Retailtainment mix has been proposed,
well balanced and relevant to the market & audience (majorly comprising of tourist groups).
UEC PROPOSAL - MYSORE
FORMULATING THE UEC PRODUCT MIX
well balanced and relevant to the market & audience (majorly comprising of tourist groups).
50 %
RETAIL establishments
(Catering to all customer groups in
terms of variety and budget)terms of variety and budget)

41. UEC PROPOSAL - UDUPI
WHY UDUPI ?
NEED FOR THE PROJECTNEED FOR THE PROJECT

42. UEC PROPOSAL - UDUPI
SITE DETAILS
• Location :
S.B Road, Maruthi
Veethika, Udupi,
Karnataka
• Total area : 40 acres
• Project Proposed by :
Karnataka
Govt(Infrastructure
Development
Corporation Karnataka
Ltd)
• Catchment population is
student population belonging to
Manipal (4kms from the site)
• Existing land use – Commercial use (Barren Land)
• Site is adjacent to 30m wide Shardamantapa
Beedinagudde Rd connecting 45m wide
Udupi-Manipal Highway (NH 169A)

43. The “UEC Visitors Profile” is
UEC PROPOSAL - UDUPI
VISITORS PROFILE
suggested based on the
demographic studies that
have been carried out.
Student Population Resident Population Tourist Population
Listed in Descending order  Most probable to Least probable
→ Student groups aged between 16-25
years old from Manipal, Udupi and
Mangalore
Residents of Udupi
→ Family Groups
→ Friends Groups
→ Family Groups visiting
Udupi Temples

44. Based on the consumer profile and the survey interpretations the following Retailtainment mix has been proposed,
well balanced and relevant to the market & audience (majorly comprising of student groups).
UEC PROPOSAL - UDUPI
FORMULATING THE UEC PRODUCT MIX
well balanced and relevant to the market & audience (majorly comprising of student groups).
50 %
RETAIL establishments
(Catering to all customer groups in
terms of variety and budget)terms of variety and budget)

45. WHY COIMBATORE ?
UEC PROPOSAL - COIMBATORE
NEED FOR THE PROJECTNEED FOR THE PROJECT

46. • Organized retail in Coimbatore so far is a high street
RETAILTAINMENT – CURRENT SCENARIO
UEC PROPOSAL - COIMBATORE
story.
• With the opening of 3 shopping malls, Coimbatore
started experiencing organized retail boom.
• However, the entertainment facilities offered aren’t
diverse and are monotonous and standardized.diverse and are monotonous and standardized.
• The city is set to experience an entire gamut of
retail and entertainment development as people in
Coimbatore are seemingly capable of enough
disposable income.

47. RETAILTAINMENT HOTSPOTS IN COIMBATORE
The following localities are home to major
technological & commercial establishments in
UEC PROPOSAL - COIMBATORE
technological & commercial establishments in
Coimbatore, and are ideal for setting UECs
→ Avinashi Road
→ R S Puram
→ Saravanampatti
→ Gandhipuram→ Gandhipuram
→ Trichy Road
→ Mettupalayam Road
Being a city with a 20 lakh population count, it is suggested that Coimbatore accommodates a single
large-scale UEC or multiple compact sized UEC’s spread into 2-3 localities.

48. Based on the consumer profile and the survey interpretations the following Retailtainment mix has been proposed,
well balanced and relevant to the market & audience (majorly comprising of corporate professionals and
UEC PROPOSAL - COIMBATORE
FORMULATING THE UEC PRODUCT MIX
well balanced and relevant to the market & audience (majorly comprising of corporate professionals and
entrepreneurs).
50 %
RETAIL establishments
(Catering to all customer groups in
terms of variety and budget)terms of variety and budget)

49. CONCLUSION
Retailtainment in India – The Way Forward

50. RECOMMENDATIONS
DEVELOPER STRATEGIES
Carrying out an in-depth demographic study of the
catchment population is essential to assort
entertainment categories to their
liking and preference.
Staying up-to-date with existing and upcoming
entertainment zones on a macro-market level, to
avoid any overlap or repetition of services, unless
and otherwise there is demand for the same.
THOROUGH MARKET RESEARCH MACRO-MARKET ANALYSIS
ASSORTMENT OF SERVICES ATTRACTIVE PRICING
01 02
03 04
Developing a product mix that is extensive but
well proportioned, wherein the consumers get a
wholesome Retailtainment experience! High-end ticket pricing = less visitors + decent revenue
Budget-friendly pricing = wider reach + equivalent revenue
ASSORTMENT OF SERVICES ATTRACTIVE PRICING03 04
Keeping in mind, the spending pattern of the target
audience and pricing the services accordingly.

51. RECOMMENDATIONS
DEVELOPER STRATEGIES
Launching exotic & innovative entertainment
options, such as KidZania and Virtual Reality gaming
will be well received by most consumer groups.
Classic entertainment like Arcade Games, Cinemas etc
can be fused with interesting themes, offering a
one of a kind experience from what
already exists in the market
EVOLUTIONARY CONCEPTS CREATING A UNIQUE TOUCH
QUALITY EXPERIENCE EMERGING MARKETS
05 06
07 08
Offering extensive entertainment options that are
vibrant, unique, reasonably priced, relevant and
well-proportioned - upon studying the catchment
population’s background and preferences
Focusing on Tier 2 & Tier 3 cities which do not have a
prominently established entertainment market,
despite the soaring demand.
QUALITY EXPERIENCE EMERGING MARKETS07 08

52. RECOMMENDATIONS
09 STRATEGIC POSITIONING OF THE FACILITY
Type of High Activity Zone Relevant Entertainment Mix
High Density Housing -  Soft Padded AdventureHigh Density Housing -
Townships
 Soft Padded Adventure
Course
 Themed Dining Experience
 Movie Theatre
Heritage-based
Educational Institutes -
Schools
 Edutainment Centre
 Arcade Games
Corporate Hubs
( IT Parks, SEZ etc)
 Movie Theatre
 Concert Hall
 Themed Dining Experience
Tourist Destinations
 Heritage-based
entertainment
 Indoor Amusement Park
 Themed Dining Experience
 Indoor Amusement Park
Educational Institute -
Universities
 High-Tech Gaming Zone
 Soft Padded Adventure
Course
 Movie Theatre

53. Where? Why? Examples
Agra
Amritsar
UECs: KEY HOTSPOTS IN INDIA
Tourist Destinations
Tourists are most likely to
segregate a part of their
schedule to indulge in
shopping & entertainment
Amritsar
Bangalore
Chennai
Delhi
Hyderabad
Jaipur
Jaisalmer
Kochishopping & entertainment
(heritage-based or unique),
in order to experience the
local essence of the region
Kochi
Kolkata
Madurai
Mumbai
Mysore
Pune

54. Where? Why? Examples
Ahmedabad
Coimbatore
UECs: KEY HOTSPOTS IN INDIA
Emerging IT hubs and
SEZ
IT professionals are known
to lead an enhanced
lifestyle owing to their
work culture and high
disposable income.
As a result, their expenses
towards food, clothing,
Coimbatore
Jaipur
Kochi
Lucknow
Mangalore
Pondicherry
Raipur
Salemtowards food, clothing,
entertainment, technology
etc are more often
extravagant than not.
Salem
Trichy
Trivandrum
Vadodara
Vijaywada
Vishakapatnam

55. Where? Why? Examples
UECs: KEY HOTSPOTS IN INDIA
University Towns
Youngsters between the
age groups 15 – 25 are
most enthusiastic in
hanging out with friends
group, with whom they
Vellore
Kota
Pilani
Shekhawati
Munger
Warangalgroup, with whom they
frequent shopping &
entertainment facilties.
Warangal
Aligarh
Baroda
Udupi

56. THE WAY FORWARD
• Online retail may pose a challenge to the real estate market, but a smart place making strategy with
technology implementation can position real estate players ahead.
• Overall, Retailtainment appears to be a trend that is certainly to be adopted in the emerging hotspots in
India, and is bound to impart the following benefits,
→ APPEALING to the catchment population !
→ PROFITABLE to the real estate stakeholders !
→ a boost to the ECONOMIC GROWTH of the region !
→ promotes SOCIAL HARMONY amongst the public !