How many of them – and from where – walk in at what time, to spend on what, at which shopping centre?
A correct answer to this complex query can provide a shopping centre administrator with relevant insights, and help in formulating an efficient and effective ‘footfalls generation strategy’.
Indiaretailing in an attempt to study the ‘how many and where’ part of the query found that on weekends, over a million residents of NCR throng shopping malls in their vicinity, and on an average, 70 per cent of them actually buy.
The table below indicates the number of footfalls in the malls on a regular weekend. The figures are an approximate count claimed by the mall administration.
MALL
LOCATION
FOOTFALLS
(On a regular weekend)
(Approximate figure in thousands)
Ansal Plaza Siri Fort Road 17-20
Celebration Mall Udaipur 15-20
DLF City Centre Gurgaon 15-20
EDM Mall Ghaziabad 30-35
Goldsouk Gurgaon 2-3
Goldsouk Pitampura 3-3.5
Parsvnath Manhattan Mall Faridabad 14-17
Parsvnath Metro Mall Inderlok 14-17
Parsvnath Metro Mall Pratap Nagar 14-17
Parsvnath Metro Mall Tis Hazari 14-17
Parsvnath Metro Mall Shahdra 14-17
Parsvnath City Mall Faridabad 14-17
Parsvnath Mall Eighteen Sector 18 Noida 14-17
Parsvnath Kaushambi Mall Ghaziabad 14-17
Select Citywalk Saket 25-30
Shipra Mall Noida 10-13
Shop in Park Shalimar Bagh 1-2.5
V3S Lakshmi Nagar 15-20
EDM mall with 30,000-35,000 footfalls, as per its claims, gets the maximum number of footfalls among the above-listed malls. “We are one of the most popular malls in east Delhi and enjoy a good consumer base. Besides, we do considerable business on the regular weekdays as well,” Rohit Bakshi, CEO of East Delhi Mega Mall, told Indiaretailing.
Select Citywalk follows with 25,000-30,000 walk-ins on weekends, and has actually proved itself to be a favourite shopping destination for South Delhi residents with its unique tenant mix and exclusive outlets of premium brands that are not available at any other market in Delhi.
Talking to Indiaretailing, Shilpa Malik, vice president, Select Citywalk, said, “We see around 25,000-30,000 people coming in on a weekend, and about 80 per cent of them actually shop at the mall. The mall design, parking facility and brands mix are some of the attractive features of the centre. It’s not even been a year of our operations and the response is overwhelming.”
An official at Ansals said that on festive weekends the number of footfalls goes up to 30,000; otherwise, it keeps varying between 17,000 and 20,000.
Goldsouk, being a niche mall, sees comparatively less footfalls, but probably sees the maximum conversions. According to Ashish Gupta, vice chairman and joint managing director, Aerens Goldsouk International Ltd, “We enjoy 80 per cent conversion rate as all our visitors are serious shoppers. Everyone goes out with at least one shopping bag in hand.”
All malls developed by Parsvnath witness an almost similar number of footfalls. According to Abdul Rab, vice president, retail and business development, Parsvnath Developers, “We do serious business during the weekends. However, our business during the weekdays is also good. The number of footfalls on a regular weekend varies between 14,000 and 17,000.”
In its fourth month of operations, Shop in Park mall seems to have the lowest number of footfalls. When quizzed by Indiaretailing for specific reasons for the same, Sujay Chatterjee, deputy general manager, marketing, Business Park Town Planners Ltd, the company behind Shop in Park, said: “We are a newly launched mall and people are yet to recognise us. We have adopted numerous new marketing and promotional activities that will help us in gaining popularity. However, our business is doing good as our conversion rate is excellent.”
– Ranjan Kaplish and Satrajit Sen
