Layout And Design Of Shopping Malls Marketing Essay

1011 words (4 pages) Essay

1st Jan 1970 Marketing Reference this

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At the shopping mall, one can find many different types of stores. Most of the large shopping centres have a department store which has several departments such as kids section, footwear, beauty products, men’s clothing, women’s clothing, mobile phones, electronic goods etc. Lifestyle International, Pantaloons, Shopper’s Stop, Globus, West Side etc. are all department stores. Then there are supermarkets which are grocery stores like Bharti’s Easy Day store. In addition, there are also Hypermarkets, a superstore which combines the supermarket and department store and sell groceries as well as general merchandise. Big Bazaar, Star Bazaar, Vmart etc are all Hypermarkets. There are also many specialty stores throughout the mall, where one store may feature cosmetics like Body Shop, L’oreal etc. and another may sell only jewellery like Nakshatra, Tanishq etc. Another type of store that is found at malls is called kiosks. Kiosk is a small portable booth which usually carries only one type of product. The kiosks sell products like calendars, candy, cookies, kids’ balloons and handcrafted jewellery.

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There is a wide range of shopping experiences in malls – a large choice of cuisines for meals in food courts, amusement facilities for kids and adults, bargains and discounts on local and international brands and of course, the multiplex theatres. The secret of this lure lies in the mass appeal of these malls – each and every mall has something to offer for everyone in the family. The malls also have their own parking facilities (underground/overhead/adjacent). The shopping malls offer to their customers ‘under-one-roof’ shopping experience.

If we talk about gathering the basic facts about global retail scenario it can be easily said that it is the largest private industry in the whole world. The annual sales are more than 8 trillion US dollars (more than twice the GDP of China or about 5 times the GDP of India). It accounts for about 10% GDP in most countries. Also it is one of the major employers in many economies:

India is one of the fastest growing retail sectors all over the world and is the fifth largest global destination for retail. The retail sector accounts for 35 % of GDP. It is mainly divided into unorganized retail and organized retail sector (in the form of shopping malls). Indian retail market is dominated by the unorganized sector; however with changing consumer preferences, organized retail (shopping malls) is gradually becoming popular. Organized retail in India is expected to grow 25-30 per cent yearly in future.

The organized retail sector, estimated at around $16 billion, accounts for a mere 4 per cent indicating a huge potential market opportunity. The increase in the number of shopping malls across the country is an indication that organized retailing is emerging as an industry and will boom in a big way in the near future. More and more corporate houses including large real estate companies are coming into the retail business, directly or indirectly, in the form of mall and shopping center builders and managers. The total number of shopping malls is expected to expand at a compound annual growth rate of over 18.9 per cent by 2015.

India still does not have a super mall, which is at least 1.12 million sqft.; while other countries like US and South Africa has got plenty of them. Only 12 malls have been tagged as regional malls in India (having an area ranging from 5 lakh – 11.2 lakh sqft.) while Australia has 75 regional malls along with 15 super malls. Thus, there is a huge opportunity lying in front of us to explore and exploit. As per the latest market research by RNCOS, the Indian organized retail market is estimated to reach US$ 50 billion by 2015.

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Shopping centres are distinctly different from stand-along retail shops and local businesses. Shopping centres are pre-planned merchandises for carrying out & coordinating businesses of its tenants. Hence, selection of location of any shopping centre plays a vital role in its overall revenue generation. The site is deliberately selected such that it pulls a lot of customers from a wide area.

A full-proof security system is a must in any shopping mall considering the threats of terrorism & other uncalled events, natural calamities like fire etc. However, the security system should be so designed that it raises the level of comfort for the customer and not create a feeling of fortress of security gadgets. Hence it is important to design natural surveillance system. Technology and ease of networking has helped to create very effective security systems. Some of the essential components of a security system of any shopping mall are as given below:-

Shopping Malls provide ease and convenience to the society. If rightly designed, located and maintained they get absorbed as a part of the society and become of the main centers of social interactivity, adding a new landmark to the place. The makers and designers must remember that shopping malls are as good a money bag as they can be a losing terrain. Therefore, to make a shopping mall a success the designing, layout, location, planning becomes of utmost importance. The introduction describes the global and Indian scenario of shopping malls and gives a brief background to it. The operation of a shopping mall is divided on various levels that have been discussed in this report. The 2 case studies included give a clear picture of actual work that goes into establishing and running of a shopping mall. The challenges herein provide an opportunity for the mall owners to take up these tasks and provide the customers with an experience of a lifetime. Shopping malls represent the present and the future of retail industry and “operations” is its foundation. With efficient operation, proper governance, and clear outlook of the functioning, shopping malls can be transformed from mere shopping hubs to a way of life.

At the shopping mall, one can find many different types of stores. Most of the large shopping centres have a department store which has several departments such as kids section, footwear, beauty products, men’s clothing, women’s clothing, mobile phones, electronic goods etc. Lifestyle International, Pantaloons, Shopper’s Stop, Globus, West Side etc. are all department stores. Then there are supermarkets which are grocery stores like Bharti’s Easy Day store. In addition, there are also Hypermarkets, a superstore which combines the supermarket and department store and sell groceries as well as general merchandise. Big Bazaar, Star Bazaar, Vmart etc are all Hypermarkets. There are also many specialty stores throughout the mall, where one store may feature cosmetics like Body Shop, L’oreal etc. and another may sell only jewellery like Nakshatra, Tanishq etc. Another type of store that is found at malls is called kiosks. Kiosk is a small portable booth which usually carries only one type of product. The kiosks sell products like calendars, candy, cookies, kids’ balloons and handcrafted jewellery.

There is a wide range of shopping experiences in malls – a large choice of cuisines for meals in food courts, amusement facilities for kids and adults, bargains and discounts on local and international brands and of course, the multiplex theatres. The secret of this lure lies in the mass appeal of these malls – each and every mall has something to offer for everyone in the family. The malls also have their own parking facilities (underground/overhead/adjacent). The shopping malls offer to their customers ‘under-one-roof’ shopping experience.

If we talk about gathering the basic facts about global retail scenario it can be easily said that it is the largest private industry in the whole world. The annual sales are more than 8 trillion US dollars (more than twice the GDP of China or about 5 times the GDP of India). It accounts for about 10% GDP in most countries. Also it is one of the major employers in many economies:

India is one of the fastest growing retail sectors all over the world and is the fifth largest global destination for retail. The retail sector accounts for 35 % of GDP. It is mainly divided into unorganized retail and organized retail sector (in the form of shopping malls). Indian retail market is dominated by the unorganized sector; however with changing consumer preferences, organized retail (shopping malls) is gradually becoming popular. Organized retail in India is expected to grow 25-30 per cent yearly in future.

The organized retail sector, estimated at around $16 billion, accounts for a mere 4 per cent indicating a huge potential market opportunity. The increase in the number of shopping malls across the country is an indication that organized retailing is emerging as an industry and will boom in a big way in the near future. More and more corporate houses including large real estate companies are coming into the retail business, directly or indirectly, in the form of mall and shopping center builders and managers. The total number of shopping malls is expected to expand at a compound annual growth rate of over 18.9 per cent by 2015.

India still does not have a super mall, which is at least 1.12 million sqft.; while other countries like US and South Africa has got plenty of them. Only 12 malls have been tagged as regional malls in India (having an area ranging from 5 lakh – 11.2 lakh sqft.) while Australia has 75 regional malls along with 15 super malls. Thus, there is a huge opportunity lying in front of us to explore and exploit. As per the latest market research by RNCOS, the Indian organized retail market is estimated to reach US$ 50 billion by 2015.

Shopping centres are distinctly different from stand-along retail shops and local businesses. Shopping centres are pre-planned merchandises for carrying out & coordinating businesses of its tenants. Hence, selection of location of any shopping centre plays a vital role in its overall revenue generation. The site is deliberately selected such that it pulls a lot of customers from a wide area.

A full-proof security system is a must in any shopping mall considering the threats of terrorism & other uncalled events, natural calamities like fire etc. However, the security system should be so designed that it raises the level of comfort for the customer and not create a feeling of fortress of security gadgets. Hence it is important to design natural surveillance system. Technology and ease of networking has helped to create very effective security systems. Some of the essential components of a security system of any shopping mall are as given below:-

Shopping Malls provide ease and convenience to the society. If rightly designed, located and maintained they get absorbed as a part of the society and become of the main centers of social interactivity, adding a new landmark to the place. The makers and designers must remember that shopping malls are as good a money bag as they can be a losing terrain. Therefore, to make a shopping mall a success the designing, layout, location, planning becomes of utmost importance. The introduction describes the global and Indian scenario of shopping malls and gives a brief background to it. The operation of a shopping mall is divided on various levels that have been discussed in this report. The 2 case studies included give a clear picture of actual work that goes into establishing and running of a shopping mall. The challenges herein provide an opportunity for the mall owners to take up these tasks and provide the customers with an experience of a lifetime. Shopping malls represent the present and the future of retail industry and “operations” is its foundation. With efficient operation, proper governance, and clear outlook of the functioning, shopping malls can be transformed from mere shopping hubs to a way of life.

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