Mumbai, July 13, 2021: To overcome the current hardships of pandemic restrictions, all the while maintaining a connect with their customers, it has led malls to amp up their social media engagement. Traditional shopping malls have understood that they need to stay relevant and maintain a constant connect with their customers.
In today’s world, no matter how big or small a brand, having a robust social media strategy is imperative for growth and survival. With that in mind Growel’s 1O1 Mall has smartly incorporated an experiential social media engagement for its customers with the main goal of driving foot traffic and ultimately increasing sales.
In simple terms, out of sight is out of mind, and that is exactly what malls want to avoid. And the best way to remain in the minds of their target audience is to be active and visually engaging on the one place people rarely go an hour without-social media. This is one area that Growel’s 1O1 Mall has captured by giving its customers moments and memories worth a story. A story that can be posted to social media to share the experience with many more.
Contrary to popular belief, customers still enjoy a brick-and-mortar experience. As a result, malls are no longer just about getting in and out for shopping. Today, they’re offering amenities and experiences that go far beyond what consumers are used to. With social media at everyone’s fingertips and just a click away it plays a huge role in consumer draw. With this malls are looking to add visually stimulating, Instagramable moments throughout their design.
Speaking about extending the offline experiences of the mall online, Sachin Dhanawade, Chief Operating Officer (COO) Retail & Real Estate, Grauer & Weil (India) Limited, which operates Growel’s 1O1 Mall in the Kandivali suburb of Mumbai, said, “Today, shopping malls have modified into much more than just a meeting or gathering spot for youngsters on weekends. Malls have begun to undertake an evolutionary change to stay relevant to the New Normal and the evolved customer. Going forward, social media will be fully utilised to increase overall brand perception of malls, curating content to signify that they’re places where people want to build experiences and not just a place to shop.”
Growel’s 1O1 mall has turned to focus on social media as the main platform to increase engagement from offline to online visits. What normally would have been a physical initiative in the Mall, Growel’s 1O1 is now taking online. The Mall has creatively led initiatives and campaigns on the Facebook and Instagram pages garnering ample attention and activity from old as well as new potential customers.
Catching on the popular culture, Growel’s 1O1 Mall has brought forth a number of unique initiatives to entice customers. Growel’s 1O1 has increased its social media conversation through selfie and experiential installations at the mall. These attractive installations in the mall led to organic engagement. The mall even went on to host a selfie contest which further enhanced customer engagement.
Taking fun and inspirational posts for social media to celebrate women’s month, Growel’s 1O1 mall had put up “Celebration of Power” installation. Women customers posed around the installation and shared their inspiring stories on social media. Furthermore, the best 3 entries won a “Pamper Hamper.” Similarly, the Christmas décor included picture-worthy décor installations across the mall, a boomerang hut to take fun pictures and a toy train for a fun ride for little customers taking the offline experience to create an organic social media buzz.
Growel’s 1O1 got some amazing response for the “Best Junglee” online contest wherein customers were encouraged to click some fun and innovative pictures at against a Jungle themed wall and post them on their social media handle to win the “Happiness Hamper” that included ample gift vouchers and goodies from various brands available at Growel’s 1O1 mall.
To keep the engagement going on social media, Growel’s 1O1 gets followers to participate in contests, campaigns, online games and group activities such as selfies contests, Funbola and many more. Furthermore customers are encouraged to share their experiences and Instagrammable Moments on social media platforms.
Coming up at Growel’s 1O1 Mall is a new instagrammable installation ‘I LOVE KANDIVALI’.
