A Gift For The People of Lahore

 

 

A GIFT FOR THE PEOPLE OF LAHORE Introduction: Emporium Mall is the biggest shopping Mall for Lahories. Emporium Mall are the one of the best  printing industry in the world. This shopping Mall is a project built to the highest international standard of designs, architecture, construction and operation.   It’s a new retail and commercial  project in the city by Nishat group. This mall is offering retails shops and commercial spaces for lease. Most of the commercial spaces in the Emporium Mall have been rented out to world famous fashion brands with the aim of providing a multi brand shopping and entertainment center to the citizens of  Lahore, with  Lahore, with a focus on convenience, leisure and entertainment. This shopping Mall  promises to provide a swank shopping experience with a variety of shopping, dining and entertainment opportunities personalized for you and your entire family. The Emporium Mall would 2nd largest mall in Pakistan. in  Pakistan.   It’s It’s a  a shopping Mall where you will enjoy the comforts and convenience of shopping, dining, entertainment and events, all under one roof. They have kids zone for children, Up to 200+ shops, Hypermarket, Multiplex movie theatre, Food Court, Adventure Zone, Cafes, Soft Play Area for kids. Separate Prayer Rooms on every level for male and female, Packages Mall offers many facilities of a modern, comfortable shopping mall. It has spread over almost 30 acres, and features, multiple entries and exit points, Surface car park both covered and opened for 2000+ vehicles including designated slots for disabled fellow  beings. They are going to have a something for everyone. Emporium Mall has everything ev erything under one roof.

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1.2 million sq. ft. of retail space (makes it the 2nd largest mall in Pakistan) 200 shops –  shops –  fashion,  fashion, home, sports, electronics, books, etc. Hyper mart 9+ Screen Multiplex 35+ Eating Spaces Play zone 2000+ Parking Spaces Special Needs Access Easily accessible from two roads

 

  Give a broad review of services and facilities of Emporium Mall  with plus minus from customers convenience and quality of service (in the light of quality dimensions):

Principal dimensions customers use to judge a company’s compan y’s service:  service: 

i. 

ph ysical facilities, equipment, personnel, and Tangibles.  The appearance of physical communication materials.

ii. 

Reliability.  The ability to perform the promised service dependably and accurately.

iii. 

Responsiveness.  The willingness to help customers and to provide prompt service.

iv. 

onvey trust Assurance. The knowledge and courtesy of employees and their ability to cconvey and confidence.

v. 

Empathy. The provision of caring, individualized attention to customers.

Review of services and facilities of Emporium Mall  Responsive Help Desk

Emporium Mall have a responsive and efficient help desk. The help desk should not only be on the main floor, but in fact on all floors of the mall, attending to customers and guiding them. The desk should carry all necessary information and be able to connect customers, to any store or department in the mall. Flyers and brochures, as well as maps of the mall, should be made available, for avoiding unnecessary inconvenience to the customer. Directory of all stores and brands are available at the desk for customers. Customer Service Representatives and Guides

In Emporium Mall the quality of  customer service is monitored by the service representatives and their interaction with the customers. Representatives must greet customers well and always ready to assist them, with information and directions. If customers are facing any kind of problem, from locating a store to looking for a lost item, customer service representatives must be there to deliver. Transport Services

Having a well-structured transport link between mall and the transport network is essential for  bringing customers to mall. Public transport, shuttle services, careem etc., should all be easily available for customers coming to Emporium Mal. It is important to ensure customers are well

 

 

aware of all the transport links and routes to and from the mall. Not everyone has a car, so driving themselves to the mall isn’t always the option.  option.   Those who are driving themselves to visit mall, they allocated with sufficient parking space and security to accommodate their vehicles. Similarly exit, entry signs along with parking levels in the Emporium Mall should be clearly demarcated so customers can easily locate where they have  parked their vehicles. Self-Service Options

Giving customers access to self-service options at the malls can be very useful and improve the customer’s experience. For example having ATM’s installed inst alled at the mall for both the customer as well as the stores. Electronic map screens available as well, incase customers want to browse through the different stores in the mall and get directions.

Facilitating Customers with Special Needs

Customers with special needs should be given an attentive service, looking after their needs and requirements. Parking for the disabled customers should be separately organized and managed, ensuring a smooth experience for them, whenever whenev er they visit the mall. The eld elderly erly should have the option of carts, if they can’t walk long distances to go to their favorite store. store.   How to give extra satisfaction to shoppers:

1. Treat your Customers Right –  Right  –  Genuinely  Genuinely Interact 2. Don’t Come on Too Strong –  Respect  Respect Your Customers 3. Always Listen –  Listen –  Hear  Hear What Your Customers are Saying 4. Continue to Satisfy –  Satisfy –  Offer  Offer Ongoing Support and Specials 5. Treat a Customer Like a Valued Partner –  Partner –  Communication  Communication is Two Way 6. Build Trust –  Trust –   Alert Alert Customers to Large Scale Changes, Good or Bad 7. Be Transparent –  Transparent –  Honesty  Honesty is Crucial When it comes to Mistakes 8. Follow Through on Your Word –  Word –  Follow  Follow Up on Promises 9. Recognize Responsibility –  Responsibility –  The  The Customer is Always Right 10. Always Say “Thank You” –  Kindness  Kindness and Gratitude will Take You Far Ways to enhance the overall image of shopping Mall

 

  As disposable incomes are getting higher, consumers are getting more mature and are demanding a luxurious lifestyle. Therefore, it has become a top priority for the mall developers and architects to design their property innovatively to attract and keep the customers involved at the mall. “Innovations drive “Innovations  drive growth and development  1. Looks matter 

Most of the upcoming malls are based on the concept conc ept of contemporary design with added elements of classical architecture. architecture. In order to have a mall replicate the image of a great ‘hangout’ zone, a commitment to materials of permanence and quality is required. Natural and manufactured materials such as cut stone, concrete, brick and stucco are exterior wall materials that provide a cohesive and consistent architectural character that helps to unify the mall visually. Building surfaces should ideally be light in colour.

2. Prevent bottlenecks 

An important aspect while designing a mall is to regulate the traffic circulation. Interesting alignment of landscape along with canopies can opies and trellises, facilitating pedestrian traffic is ideal for malls with large spaces.

3. Pick the right mix 

Tenant mix is an alternative term for brand mix, and an area where one simply cannot afford to go wrong. Mall developers should first identify their anchor tenants and then build their tenant mix around it. Formulating the right tenant mix based on zoning not only helps to attract and retain shoppers by offering them multiple choices, but also enables smooth movement of shoppers within the mall, avoiding clusters and bottlenecks thus creating a win-win situation for both shoppers shopp ers and retailers.

4. Birds of a feather… 

Another important concept to be kept in mind is 'Clustering' - a process of gathering tenants of the same type into the same location. The developers can have clusters in all retail groups such as fashion, food, men's wear, ladies wear, entertainment etc. When you have clusters of tenants, the customer has an access to a variety of options in a single category without any inconvenience.

 

 

Thus, sensible bundling of tenancies will further improve the customer experience at retail. Likewise, malls and movie theatres have a symbiotic relationship. When you have a multiplex within a mall, there’s always something to do before and after a movie.  movie.  

5. State-of-the-art amenities 

Mall spaces should ideally be swamped with F&B outlets on both sides, with informal seating spaces and water features forming an ideal hang-out space for all age-groups. It also creates a  positive environment welcoming customers for exploring the interiors with greater shopping experience. The design should match international standards not only with its unique architecture,  but also with its thoughtfulness towards providing best of facilities facilities like an ideal mother-care room, designated

parking

for

physically

challenged

amongst

others.

6. Make it easy to grab a bite 

Food courts play a key element in a mall where people not only eat but also meet friends, family, talk about their shopping and spend quality time together. Food courts should have high-quality, comfortable furniture which enables conversation. The food court options should always be in sync with the tenant mix at the mall. It should be an inviting space and have options of a few fine dining restaurants along with fast food chains to complement the tenants. Being the second most important aspect in a mall as grabbing a bite after shopping or after a film, the food court experience should always be pleasant for the customers.

7. A perfect match for anyone  Mall designers are now creating zones in a mall catering to different audiences. Special food zones,  play areas, business centers to surf the Internet are some innovative ideas that malls can now incorporate. To make a visit vi sit to the mall more personalized, carefully chosen textures using stones, wood, strategically placed props and furniture, and the right lighting helps create a homely and relaxed feel.

 

 

8. Think green 

Simple steps that contribute towards environmental consciousness should be taken such as separate sep arate waste bins for dry and wet waste, recycling stations at parking areas for the disposal of paper and glass give added value to a mall in this age of environment conscious citizens.

9. Keep it comfortable 

Roofing systems of a mall should comprise of excellent ex cellent acoustical and heat insulation values. Tiles that act as an effective reflective material for heat reduction and wall panels that give better heat insulation value should be used while building a mall.

10. Design for a better future 

With the world becoming a more environmentally conscious place, malls too need to keep in mind the need for energy saving and sustainability. sus tainability. It lies in a developer’s interest to acknowledge the awareness of green buildings amongst people today. To increase the energy saving potential, occupancy based and timer based sensors should be installed. The upward out out-door -door lighting should  be limited, hence safeguarding the nocturnal life of the birds and insects.

How you can adding more unique features and elements of surprise to shoppers

 

  1. Step out of your comfort zone 

Spirit Airlines does an interesting job of using humor, although sometimes not always in the classiest of ways; but, hey, pushing boundaries with tongue-in-cheek marketing campaigns can certainly grab attention.

2. Bring up current events  

Even if a current event is not necessarily relevant to your industry, chime in and join the conversation, adding an opinion or something interesting to the mix. Cookies Coo kies have little to do with the Super Bowl, for example, but Oreo capitalized on a hot topic and took advantage of the opportunity to turn heads when it smartly reacted smartly  reacted to the lights out at last year's Super Bowl. 3. Build suspense to maximize surprise 

Think about TV shows or movies. They hook the viewer into a storyline and create suspense. Apple has done so quite successfully, multiple times, with the release of new products and operating systems. The buzz and lead-up to the release is almost as exciting as when the new hardware or software comes out. So when you have a captive audience, take advantage of the moment to do something different. Like Apple... Think T hink Different.

4. Create friction 

 

  Turn heads by stirring up a little controversy. The war on S Syria yria has nothing to do with fashion, yet Kenneth Cole was active and a bit vocal in voicing an opinion on the topic. Certainly, not everyone thinks it's morally acceptable to compare sensitive issues like war with superficial things like shopping, but Cole did get a reaction, for better or worse. Not only did the did  the tweet reach thousands more people through retweets, it got picked up in traditional news outlets, gaining even more exposure.

5. Make mistakes and don't be afraid to fail  

You are not always going to know how people will react unless you try to put yourself out there. People will either like it, or they won't, and you will know about it either way... because bec ause they'll tell you. Though many traditional marketers are used to doing small, private focus groups, in recent years many major brands have started asking fans for feedback. Gap learned the hard way that its new and improved logo wasn't all it had been cracked up to be and immediately retracted it, reverting back to the old. The brand quickly accepted a ccepted that it shouldn't have changed a good thing and admitted that the new logo was a flop. If anything humanize you... it's mistakes, because as humans we all screw up every now and then!

And on that note... 6. Make it personal 

People love nothing more than a little personal touch. Done well, it shows consumers that you went out of your way not by merely addressing them by name (for example); personalization can help brands connect person to person versus person to business. Coca-Cola's Coca -Cola's bottles in the UK and Australia are an extremely successful example, putting names on their packaging to help people connect and "Share a Coke" Coke" with friends.

 

 

Make “New sales strategies” & “Promotion Deals” as added incentives to buyers after market segmentation.

 

 

 

 

 

Suggest use of technology like cell apps, FB, Instagram, sms, texting mkting, skype, web etc Mall  to promote business at Emporium Mall   

Optimizing your Facebook page for SEO and likes.

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Using Facebook groups to engage with your target market.

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Encouraging social sharing through the use of Facebook buttons and plugins.   Getting your posts seen by more of your fans.  

Grow your Instagram audience.

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SMS texting is affordable  affordable 

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SMS texting generates results results  

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SMS texting is good for customer service  service  

Give an “Exciter to the customer” so that they prefer Emporium Mall.

Emporium Mall offer free parking for cars and bikes and provide washing service for customers. List of “Dissatisfiers and satisfier and exciter” in the light of Dr Kano model.  model. 

Dissatisfier: The customers who come from upper class were unhappy with the experience of shopping at Emporium Mall. Mall. Satisfier: Shopping & dining experience is happy for the customers of upper middle class and middle class at Emporium Mall. Mall. Exciter: Packages mall have exciter experience for lower middle class customers

 

  QUESTIONNAIRE ON MALL VISI T PREFERENCES AND PERCEPTIONS

* 1. D Do o yo you u visi visitt shop shopp pi ng ma malls? lls? Yes, often Yes, but only if need arises  No

 2. H ow ofte ften n do you vi sit malls? lls? more than once in a week 4-5 times in a month once in a month

rarely its been long when i last visit a mall

 3. What What i s the ge gene nerr al purp urpo ose of yo your vvii sit to sh sho opping m ma alls? lls? (Y ou may sele select ct mor e tha han n one also)* I love Window shopping Entertainment/recreational facilities-amusement parks, bowling, skating etc. Eat food, drink and stuff like that to hang out with friends and have a quality time Simply shopping Mall ambience gives me a luxurious lux urious feel Other (please specify)

4. Wh What at ki nd o off product productss or sse er vi vice cess do yo you u nor norm mally p pur urchase chase i n shop shopping ping malls? ( Y ou ma mayy  sele  se lecct more tha han n one also lso)* Cafe/lounge

 

 

Pub/Disc Consumer goods/ Everyday basic need goods Accessories (hand bags, belts, junk jewellery etc.) Skin care products Body care services (spa, saloon, beauty beaut y parlours) Clothes & Foot wears Electronic Goods (TV, AC, etc.) Generic medicines

Indoor gyms & swimming pools I don’t don’t purchase  purchase anything Other (please specify)

 5. Which sh sho opping m ma all do you vi sit often? ften? (K i nd ndly ly se sele lect ct only one ne)) * Select City Walk MGF (Saket) Ambience (Gurgaon) Ambience (Vasant Kunj) Great India Place DLF Place Saket DLF Promenade City Square (Rajouri Garden)

 

 

TDI (Rajouri Garden) Other (please specify)

6. Wh What at tte emp mpts ts you to vi visi sitt the mall of your choi choice ce (s (se electe lected da abo bove ve)) often? ( Y ou m may ay se select lect more than one also)* Service Quality and support services Illuminated walkways and Lighting effects Air conditioning & Soothing Background music World Class Brands & services Entertainment, adventure and recreational activities(bowling, pool, skating etc.)

Popularity among peers and acquaintances Distance from my home Other (please specify)

7. H ow do you you pe perr ce ceii ve your your preferr preferr ed b brr and of ma mall? ll? ( K i ndly selec selectt o only nly one one)) * High standards, Highly priced brands High standards, Low priced brands Low standards, High priced brands Low standards, Low priced brand 9. From where do you come to know about latest schemes, events and trends in your preferred mall?? (You may select more than one also)*

 Newspaper TV commercials Radio Word of mouth Marketing on Internet Websites

 

 

Telemarketing calls Flash messages In house banners Other (please specify) 10. What kind of promotional activities fascinate and tempt you to visit the mall often? (You may select more than one also)*

Celebrity Events Advertisement Hoardings Social Responsibility issues Special discount schemes reward points/benefits to regular customers In-house banners Seasonal decorations/celebrations (Like on Christmas, Diwali etc) In-house support services (help desk etc.) Uniforms of staff personnel Availability of best brands Kids oriented activities (art & craft, cartoon characters etc.) Youth oriented activities (street dance, concerts, fashion etc.) Other (please specify) 11. Do these promotional events affect your buying behaviour? *

Yes  No Can’t say  say  12. Which of the following features mentioned below would enhance your overall satisfaction level for your preferred mall? (You may select more than one also)*

use of metal detectors instead of manual checking Entertainment & recreational activities (bowling, pool, skating etc.) Mall Magazine Well-equipped support service Distinguishable Uniforms Discontinuing food court card system

 

 

Money Exchange Facility Phone charging booths Top brands Location of stores Other (please specify) 13. What is your profession? House wife Businessman/woman Govt. Employee Serviceman/ Woman Management Professional Student Other (please specify) 14. Which age bracket do you belong to? *

Below 16 16-24 25-32 32-38 39-47 Above 47 15. What is your gender?

Female Male 16. What is your marital status?

Married Single 17. Please mention your name & Email Id/Phone Number for our records.

 Name E-mail Phone number