In the past few years, the retail landscape has changed course along with the expectations and behavior of the consumer, and DLF Retail is the pioneer of ‘mall culture’ in the country as it offers an eclectic mix of brands, engaging entertainment and leisure activities. Today, the Malls under the DLF Retail portfolio not only house some of the best brands in the retail industry, but also look forward to offering some rather exclusive value additions. DLF Retail is at the center of high-end shopping in India today and has played a predominant role in bringing about a lifestyle change for the evolving consumers in the country.
The entire debate of brick-and-mortar versus online, which came about as a result of the pandemic, has now concluded. When everything was made available online, buyers got the chance to recognise and comprehend the real value of a physical, in-store experience at their favorite shopping destinations. The offline and online shopping experiences are now expected to coexist owing to the discoverability of brands happening via the internet and social commerce, consumers are much more aware of what brands are up to, which is one of the reasons that millennials have increasingly started engaging with luxury shopping.
It was not just the retail segment that has to adapt itself to consumers’ expectations and behavior, but malls also evolved their technology to ensure that the customers have a safe and secure shopping environment. Digital technology empowered restaurants and food courts to provide convenient features like – digital menus, pre-ordering, table booking, digital payments and digital feedback, which in turn minimized the chances of touching common areas by guests. Moreover, the food and beverage industry will become more dominant in a post-pandemic world because experience dining goes well with the consumption of luxury goods.
DLF Retail has been providing a holistic retail experience to its patrons through an exotic range of iconic brands, scrumptious F&B outlets, and unique, captivating experiences at its shopping malls. The company, having many firsts under its hat, has introduced numerous unique concepts to Indian customers by way of bringing together shopping, work, and leisure activities, all under one roof.
Executive Director DLF Retail
To make the consumers’ on-ground shopping experience delightful and unique, various initiatives have been undertaken by the malls. Malls are no longer being regarded as just transactional retail destinations, but rather as community spaces for acquiring unique experiences and spending quality time. Campaigns and innovations have been synonyms with retail considering the consumer satisfaction that it brings along. These imaginative campaigns evolve the malls into spaces where individuals can unwind, recharge their batteries, and interact with the larger community.
Some of the prominent campaigns being run at the malls are leaving making a significant impact in the community and giving their consumers unique and immersive experiences, such as – ACTIVE NOIDA at DLF Mall of India, Noida, which is a monthly platform to reclaim the outdoors for recreation, health, happiness, and community. On the other hand, DLF Promenade and DLF CyberHub are hosting fun, thoughtfully curated engagements for its millennial & evolved audience with properties, such as – The Gin Explorer’s Club, Comic-Con Pop-ups, etc. Furthermore, DLF Avenue hosts some of the most renowned Culture, Music, and F&B Festivals in the country, which attracts audiences in droves, like – Delhi Cocktail Week, NH7 Weekender, Rang De Korea, and many more! Horizon Plaza in DLF5, Gurugram, hosts the DLF Artisanal Market, which is a regular feature and attracts patrons not only from Gurugram, but the entire region of Delhi NCR, with its vast variety of fresh, organic, and homemade products available for purchase, coupled with some great live music in the open-air ambience. On top of this, consumers are also driven towards their favorite shopping destinations to enjoy a quintessential retail experience due to various sale campaigns and promotional offers that are run throughout the year across the malls, namely – the End of Season Sale, Black Friday, Christmas Markets & Specials, etc. It is the prerogative of the malls to ensure that every visit leaves the patrons with unmatched and joyous memories and experiences, and keep them coming back for more.