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 Ansal Plaza Malls
The first developer launching mall in NCR, than first to introduce in Punjab region too it was an amazing opportunity specially to work with young and dynamic MD& vice chairman, for whom retail vertical is more than business and who look at this with a great passion, he took initiative to weave in isolated functions Like leasing, operations, marketing etc to convert into retail vertical.
The challenge he offered me was to reposition flag ship mall at South extension which got lot of competition lately and a mall which still works without cinema, food court or Hypermarket and yes still most popular mall in South Delhi and one among highest occupied in the country withstanding all old and new malls in last 10 years , another task given to me was to improve operations and open new malls on target dates within allocated budgets, today me and my team can take pride that we delivered on every front , be it leasing where month after month we delivered better result on yoy basis or met all number objectives. In operations from US based server linked mall radio to Roaming mall ambassadors to meet discerning customers demand - all worked well with hard work of entire retail team.
On Marketing we worked on strategy with two objectives, tactical to get all required attention on Ansal plaza name and then get customers inside mall to retain them consistently by improved operational efficiencies.
We also carried out detailed branding strategy and coined our positioning as “ shopping as it should be” along with detailed brand manual based on the feed back after lot of FGDs and research through RSI- retail satisfaction index and CSI ,customer satisfaction index at our malls.
We started with Promotions like India’s first mass dog wedding , where 100’s of Dog couples taking Vows, display of red carpet, large canopy tent, flowers ,wedding cake, wedding musicians , reception centerpiece with facility for “speed dating” for dogs The event garnered media coverage in every national daily , TV news, internet and more.
Later we followed it with “snow fall” in mall by imported artificial snow machines in middle of peak Delhi summer.
Followed by Fairy event, where top models turned fairy princes appeared magically with the wave of her wand, surprise gifts sliding down a chute, appeared behind retail doors, also red fairy tales in atrium to children, resulting in double digit growth in foot falls at the mall.
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