How Shopping Malls Can Defeat Its Online Competitors?

By Author: Rakesh Singh
Total Articles: 4
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The Christmas season is in full bloom and so are the discounts, deals and decor. Guess where you can't find the third one? The online and e-commerce platforms. Yes, you heard it right. In spite of innumerable advantages that online and e-commerce players have against brick-and-mortar stores, this one differentiator holds the promise of shopping malls defeating online competitors. Let us delve into this a bit more.

Offline Experiences:
Virtual Reality adventures, game zones with Augmented Reality, indoor skydiving, memorable dining experiences - you name it, they'll make room for it. That is how shopping malls are putting up a tough fight against online competitors. Shopping malls are able to tap offline opportunities and turn them into immersive experiences. Whether it is the biggest malls in mumbai, or one with moderate space, everyone is trying to give the customers offline experiences that they cannot enjoy elsewhere. When compared to shopping experiences in malls, online shopping can seem dull.

Social & Shared Experiences:
Contrary to the belief of Millenials, ...
... shopping is more fun as a shared and social experience. Online players offer the convenience and ease of buying but it misses out big time on shared social experiences. Shopping malls provide opportunities for shared social and community experiences. The experience of shopping with friends and families brings added fulfilment and satisfaction.

Tech-Assisted Experiences
The same technology that is hacking growth verticals for online platforms and e-commerce players, is the key behind giving consumers a fulfilling shopping experience at the malls. One such technology feature is the Bluetooth assisted beacons that grab your attention through push notifications on your mobile. The same instrument i.e. the beacon can be used to collect consumer data on the movement in the mall, gender-based data on time consumed at a store or services used.

Experiences from F&B and Entertainment:
Can you watch a movie while shopping online? Or take a break catching up on hunger? That too without pausing the experience. One of the things that differentiate shopping malls from online competitors is their ability to leverage leisure through F&B and entertainment brands. Shopping malls are not only destinations to shop but are also avenues to socialise, engage and be entertained. Malls are not shying away from approaching fine dine and concept restaurants for anchor tenant's position. Speaking of shopping malls in Mumbai, one would find that food and beverages outlet and multiplexes are key when it comes to driving the mall traffic.

Seamless Experiences:
How many times have you faced 'Out Of Stock' banner either on e-commerce platforms or at the shopping mall you frequent. Chances are that at both the places you'd have faced disappointment, at least once. But technology like fortune favours the brave. Stores in shopping malls can help provide a seamless experience by helping customers close the purchase electronically via the stores' website for a delightful customer service.