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How malls are redefining the festive shopping experience in 2024
As 2024 unfolds, the retail industry continues to experience transformative shifts, particularly within shopping malls. Although the pandemic greatly accelerated the shift toward online shopping, physical retail spaces have remained relevant by adapting to new consumer behaviors and leveraging technological advances. In particular, shopping malls are evolving rapidly, blending digital and physical experiences through innovations like artificial intelligence (AI), augmented reality (AR), and a growing focus on sustainability. Enhanced customer experiences are also at the heart of this transformation.
Despite e-commerce accounting for 20% of global sales, physical stores still command a significant majority of consumer spending. According to the ‘Retail Tech Report 2024’, 75% of retailers are investing in technologies aimed at creating immersive and personalized shopping experiences. The ‘Customer Experience Index 2024’ shows that stores with engaging, interactive experiences have a 30% higher return rate, underscoring the importance of transforming shopping into a memorable activity.
With the festive season surging ahead, malls are pivoting their marketing strategies to create captivating shopping experiences that not only draw consumers in, but also keep them engaged. This year, the focus is on leveraging technology, organizing special events, and aligning with evolving consumer preferences to redefine the festive shopping landscape.
Gaurav Balani, DGM - Marketing, Infiniti Mall
Malls are stepping up their game with overarching strategies that differentiate festive marketing from regular efforts. This time of year is marked by grand décor, community-centered events, and immersive experiences that tap into the festive spirit, creating memorable moments for shoppers and driving increased foot traffic.
In this two-part report, Adgully speaks to a cross-section of industry leaders to find out about how their strategies differ during the festive season this year:
Gaurav Balani, DGM - Marketing, Infiniti Mall, shared, “Our strategy this season will be to provide a complete 360-degree experiential aspect to our customers through shopping, dining, and entertainment. We are organizing a host of more experiential events such as Dandiya, live musical concerts, comedy shows, kids’ carnivals, and out-of-the-box performances. Besides that, we are also having larger-than-life décor and better offers/ promotions in shopping.”
“The festive season always brings renewed energy and excitement to shopping centres,” noted Deva Jyotula, VP - Retail, KORUM Mall, adding, “At KORUM Mall, we are excited to introduce a range of initiatives designed to create a vibrant and welcoming atmosphere. From interactive events and live performances to themed decorations, we aim to immerse our guests in the festive spirit. Shopping during this time is not merely about purchasing items; it’s about making cherished memories with family and friends.”
Sameep Pathak, CEO – Mall, Oberoi Realty, noted, “Diwali is centred around family gatherings, social visits, and the exchange of greetings and gifts. Our strategy this year is to enhance customer delight through vibrant décor, larger-than-life installations, and a ‘Shop & Win’ campaign where a lucky winner will take home a luxury BMW 2 Series. We’re also hosting workshops, children’s activities, and special events to make this festive season memorable.”
Rohit Gopalani, SVP & Head – Leasing, Marketing & Corporate Communications, Inorbit Malls, added here, “Our festive strategy places a strong emphasis on brand-led digital video campaigns, along with traditional in-mall décor and activities. Compared to regular marketing efforts, our festive initiatives are more immersive, creating a celebratory atmosphere that resonates with shoppers and drives foot traffic.”
Anuj Malhan, Managing Director, Rcube Projects, informed, “Our festive season strategy focuses on creating an immersive atmosphere with vibrant décor, festive-themed events, and exclusive deals. We also increase our focus on outdoor advertising during this time, using large-scale billboards and digital screens to amplify awareness of our festive campaigns.”
Growel’s 101 Mall’s overarching strategy for the festive season is community-focused, with events and promotions that resonate with cultural sentiments, informed its Marketing Head, Sampada Pednekar. “This year, we’ve launched India's first-ever digital ‘Ganapati Contest’ and are organizing a Chess Tournament and Navratri Special Flea Market. These initiatives are crafted to appeal to different segments of our community, driving higher engagement and aligning with the festive spirit,” she added.
Nishank Joshi, Chief Marketing Officer, Nexus Select Trust, said, “Nexus Select Malls has always aimed to make the festive season special by offering bigger and more elaborate experiences. This year, we’re combining experiential décor with ticketed events, creating engaging and memorable experiences for our visitors. Our campaign with Ayushmann Khurrana, running from Dussehra through Diwali, followed by Christmas, is a key part of our strategy to elevate the festive spirit.”
The overarching strategies for the festive season differ significantly from regular marketing efforts, focusing on creating immersive, culturally resonant experiences that engage communities and heighten the festive joy for shoppers.
Prominent Trends in Malls this Festive Season
As the festive season approaches, malls across India are experiencing dynamic transformations to enhance customer engagement and drive foot traffic. Industry leaders have identified several key trends shaping the mall experience this year, focusing on experiential retail, personalization, sustainability, and digital integration.
Experiential Retail takes Center Stage
Infiniti Mall’s Gaurav Balani highlighted a significant rise in experiential retail. Customers are seeking immersive experiences that go beyond traditional shopping. This includes engaging events, workshops, and unique activations designed to create memorable moments. Balani emphaasised on the importance of personalization, with data analytics being employed to tailor offerings and promotions to individual customer preferences. To capitalize on social media trends, malls are increasingly incorporating Instagrammable photo opportunities, allowing visitors to share their experiences online.
Similarly, Rohit Gopalani emphasised the shift towards entertainment in malls. Consumers now expect an engaging atmosphere, prompting malls to invest in immersive experiences that combine physical and digital interactions. This blend aims to create a festive buzz and foster a deeper connection between shoppers and the mall environment.
Shifting Consumer Behaviour and Community Focus
Sameep Pathak, CEO, Oberoi Realty, spoke about the evolution of malls into social hubs and community spaces. Rather than just shopping destinations, consumers now view malls as places to spend quality time with family and friends. This transformation has led to increased foot traffic, especially during the festive season, driving malls to launch exciting marketing campaigns that promote sales and enhance visitor experiences.
Deva Jyotula of KORUM Mall supported this sentiment by noting a significant uptick in footfall and sales across various categories during the festive season. Retailers are rolling out strategic campaigns to capitalize on consumer interest, anticipating double-digit growth. KORUM Mall is introducing vibrant initiatives like live performances and themed decorations to immerse visitors in the festive spirit.
Sustainability and Digital Engagement
Sampada Pednekar identified another prominent trend – sustainability. With consumers increasingly aware of their environmental impact, malls are adopting green practices and promoting eco-friendly initiatives. Events encouraging sustainable activities, such as contests for best decorations or waste reduction efforts, integrate environmental consciousness into the festive shopping experience.
Furthermore, the demand for digital and hybrid events is on the rise. Malls are blending physical and digital engagement, reaching a wider audience through online contests and virtual shopping experiences. This shift toward a more integrated approach enhances marketing strategies, allowing malls to connect with tech-savvy consumers.
Source: Adgully