Introduction of various promotional and marketing campaigns, which are generally an outcome of retailers’ and mall managers’ understanding, can help increase not only footfalls, but also the conversion rate at malls.
One such example is the Inorbit Mall in Mumbai. Operated by K Raheja Corp., the mall has been witnessing considerable conversion rate as footfalls have increased after it launched a new marketing campaign called Power Kids. Targeted towards children, Power Kids is a gaming event that includes various games organised inside the mall.
Speaking to Indiaretailing about the increasing conversion rate, Amit Desai, manager, marketing, Inorbit, said: “The footfalls have increased enormously and conversion rate is about 75-80 per cent. People coming in with children are seen leaving with at least one shopping bag.”
“Parents often find it difficult to shop with their children hanging around. But the new campaign encourages children to participate in various competitions and let their parents shop.” added Desai.
Speaking about the popularity of the campaign, Desai said: “We are having a great response from the kids. Everyday we have at least hundred kids taking part in the competitions.”
Having commenced on May 2, the Power Kids campaign is in its last week and includes quiz, chess competitions, innovative T20 cricket games, ramp walks, and movie making competitions. The last day of campaign will see a winner of the series of competitions and will be called ‘Inorbit Ka Genius’. The winner will be awarded a prize of one lakh rupees. The competitions are designed in groups for children of all ages.
K Raheja Corp. is also planning to introduce similar concepts in other places where it is going to open Inorbit.
Inorbit currently operates one mall in Malad and is planning to build 10 malls, including two each in Baroda, Pune and Hyderabad, and one in Bengaluru.
– Satrajit Sen