Indian malls go hi-tech to woo and wow shoppers

He goes on to talk about the advent of the ‘smart’ era where physical stores are getting ‘smarter’ by using technologies like robotic intelligence, analytical data and consumer-centric platforms such as Augmented Reality (AR) or Virtual Reality (VR) to attract customers and give them an impactful experience.

“By uniting conventional methods with key success elements of the digital ethos, brick-and-mortar retailers, in fact, have an advantage over e-commerce, as they can offer mall visitors an experience that vastly surpasses that of online shopping. Information technology can be effectively used to tap into tech-savvy consumers’ predilections with appropriate tech-enabled in-shop ‘responses,’“ Kejriwal notes.

Citing statistics, he says consumer expenditure in India will rise to $ 3,600 billion by 2020 from $ 1,595 billion in 2016. “If mall operators and the retailer tenants get their strategy right, they are definitely poised for retaining and adding customers. Today, a tech-enabled retail environment equals repeat visits, increased footfalls and higher sales,” he says.

Advocating the right use of technology, Kejriwal points to an example of creating a differentiated experience for consumers visible in Kochi’s Lulu International mall, which numbers among the largest malls in India. “This mall uses advanced technologies Automatic Number Plate Recognition (ANPR), geo-fencing and digital beacon technology to engage with mall visitors and inform them of the latest promotional activities and deals available in the mall,” he adds.

Also, consumer-centric tech platforms like AI, AR and VR add similar value by enabling personalised and engaging experiences. These technologies help in building malls’ connection with consumers via product visualization, behaviour analyses, communication with customers, creating real-time merchandising, marketing, advertising, and promotional opportunities.

Observing that increasing demand for experiential retail coupled with the stores’ ability to be different would, in a way, fuel demand for new technologies, Kejriwal says “we may soon start seeing holograms being used in malls, in place of the traditional promotional standees and flex boards. With the right kind of technology, holograms can even go from being mere static visuals to interactive ones.”