Nearly 70% of malls in major Indian cities are struggling with low footfalls and below average performance. The entertainment and F&B space in malls is increasing to attract more customers. Online shopping is rising while the mall experience has not evolved. The document proposes the Discover APP to help malls drive more footfalls for brands by offering engagement platforms, experience zones, and interactive games. It will provide offers, promotions, store locators and a loyalty program. Implementing this at malls could enhance the shopping experience and benefit both malls and retailers through marketing, traffic, and building loyalty. Partnering with major mall management companies could help capture the market and expand internationally.

1. Date: 14/07/2017
Discover APP: Redefine the shopping experience

2. Malls- Struggling to Sustain
Nearly 70% of the overall 450+ malls currently operational in top seven Indian cities are facing an
uncertain future
Delhi and National Capital Region – has between 75 and 83
malls that are performing either average or below average
Number for malls in Mumbai and Bangalore stands at 25 and
31 respectively.
They are not accustomed to creating spaces where success is
not in leasing out but in ensuring customer footfalls- “CEO of
Retailers Association of India”
Problem statement: Compelling competitive advantage for a
mall
Approach/Solutioning: Overall F&B and entertainment space in
malls is 15-20% in the past couple of years, and is expected to
further go up to 40% in the coming years

3. Changing shopping trends: Reasons of decline
Landlord mindset with no differentiation
Online shopping is on the rise
Shopping experience has not evolved

4. Closer to customer- Competitive advantage
Malls today act as facilitator but they are missing on taking the advantage of being closest to the
customers
Brands drive traffic to malls! How about malls drive traffic for
brands?
Offering experience zones for brands to engage with the customers
Engagement platform: Discover- Brands, deals, discounts and
earn reward. Upload pictures, Social Media Feeds
Enhance Entertainment Zones: Interactive games

5. Reference Case: Ozas shopping center in Baltic States
Offer Omni-channel Experience: Bring online campaigns in-store and measure the interactive
marketing results.
The Ozas shopping center in Vilnius has a new point of
attraction. Kids and their parents line up to play with the
largest interactive video entertainment wall of the Baltic
states.
The mall’s tenants use it to natively advertise their
promotions on this eye-catching billboard. The results are
measured and optimized by the shopping center’s
marketing department.

6. Products Services Solutions ResourcesDiscover APP: Access to discover!
Access Discover Engage
 Access brands and collection
 Discover offers, promotions and discounts exclusively for mall visitors
 Select merchandise for try and buy
 Engage through gamification
Select

7. Products Services Solutions ResourcesDiscover APP: Touchpoints to connect with customers
Discover APP –Delivery through App, Kiosks and Interactive Video Walls
Push notifications to download the App
User acquisition:-
 Entry: Store suggestions /Locator and Maps
 Food Court: Recharge card/order/pay
 Movies: Earn reward points to redeem for next movie
Ibeacons installed in the kiosks for latest offers
Store Locator Offers Collection KYO ProfileEntertainment

8. Products Services Solutions ResourcesDiscover APP-Stairway to shopping paradise!(Mall)
KYC
Build
Loyalty
EngagementAnalytics

9. Products Services Solutions ResourcesDiscover APP-Retailers benefits
Marketing
channel
Easy search
and discovery
Drive
additional
traffic
Build loyalty

10. Products Services Solutions ResourcesDiscover APP-Consumers shopping paradise
Information
Loyalty
Points
Personalized
experience
Access to
brands 24X7

11. Approach Strategy: Capture the Market
End to end solutioning and delivery
Partnership with Mall Management companies such as
Beyondsquarefeet and PPZ
Focus on Starcentres since they are focusing on creative and
innovative solutions

12. Spillover Effect: Context setting for Retailers
Targeting real estate companies through Malls will give us a foot
in the door and can sell to residential divisions as well
Approaching brands through malls will give us visibility and get
retail brands conversions as well
Mall Management companies also target International market and
will help us targeting those market

13. Thank you