Collaborative Innovation Between Procuring Centres and Retailers


The first focus of the roundtable dialogue was to debate the way forward for retail actual property as an asset class and to seek out the correct mix, spreading danger, and constructing profitability, creating built-in retail areas to seize 24*7 shopper actions and desires within the present scenario.

In an try and announce the return of normalcy to the true property and retail sectors, IMAGES Group in affiliation with Procuring Centres Affiliation of India (SCAI), organised a roundtable titled ‘Collaborative Innovation Between Malls and Retailers’, on the inaugural session of ‘Procuring Centre Subsequent 2021’. The session was carried out on September 2, 2021, at Grand Hyatt, Goa, which witnessed a gathering of specialists from the procuring centre and retail business.  The occasion was carried out preserving all of the COVID pointers talked about by the Central and the State governments, giving significance to social distancing and hygiene.

The first focus of the roundtable dialogue was to debate the way forward for retail actual property as an asset class and to seek out the correct mix, spreading danger, and constructing profitability, creating built-in retail areas to seize 24*7 shopper actions and desires within the present scenario.

The specialists mentioned the modifications in enterprise wants, experiences, drivers and profitability fashions of post-2021 procuring centres in India. The first focus was on the collaborative innovation between tenants and builders, which is predicted as a win-win sport in these difficult occasions. The panel additionally mentioned the teachings learnt from the challenges of 2020-21 to construct mutual resilience and progress for the long run.

Moderated by Rajendra Kalkar, President West/Complete-Time Director, Phoenix Mills and Vineet Gautam, CEO, Bestseller India; the session witnessed a dialogue between the retailers and mall builders, on the challenges associated to post- COVID situation. Few audio system joined the session through video name as properly.

The opposite audio system within the panel included:

Abhinav C Ajmera, President- Leasing, Omaxe
Ashish Gupta, AVP- Leasing, Elan Group
Dr. Dheeraj Dogra, Chief Leasing Officer, Spaze Towers
JP Biswas, Leasing Marketing consultant, KW Group
Jayen Naik, Senior VP- Operations & Initiatives, Nexus Malls
Nandini Taneja, VP Leasing, Attain Builders
Akash Srivastava, AVP- Enterprise Growth, Jubiliant Foodworks ( R)
Arif Raza, AVP, Retail Enterprise Growth, Vedant Fashions
Manish Chandra, BD Head, Skechers
NP Singh, Director-BD, Samsonite South Asia
Nikhil Jatinder, Head- Enterprise Growth, Nike ( RJ Corp)
Nagendra Rathod Sr. V.P Gross sales & Advertising – Sheetal Infrastructure
Ravinder Choudhary, BD Head, Vegas Mall
Rohit Gopalani, Nationwide Head- Leasing, Inorbit Malls
Shriram PM Monga, Director, Arklan
Zubin Jall, Government Director, Actual Property-World commerce Middle- Nagpur
Preeti Chopra, Nationwide Head- BD- Retail Raymond
RA Shah, Advisor_ Property, Trent
Vivek Shrivastava, BD Head, Benetton
Sumit S Suneja, Head BD & Franchise, Bestseller

Digital  presence
Abbas Jabalpurwala, CEO, Timezone Leisure
Arijit Chatterjee, COO, Junction Mall
Deepak Zutshi, VP- Leasing, Choose CITYWALK
Anurag Katriar, Government Director & CEO, deGustibus Hospitality
Rahul Singh, Founder & CEO, The Beer Café

Rajendra Kalkar kickstarted the session by welcoming the audio system and introducing the subject for dialogue. “Provided that disruption has turn into a part of life nowadays, we should make our lives extra predictable by working collectively to outlive and make issues simpler for each of us. We want cash to maintain the enterprise working and subsequently we have to be engaged, assist one another to extend one another’s income, topline and backside line,” mentioned Kalkar.

Vineet Gautam, CEO, Bestseller India added additional, “The collaboration phrase which we had been mentioning for therefore a few years, we noticed it changing into a actuality in the course of the pandemic time. Whether or not it’s about reopening of malls, or shops in the course of the first lockdown was a lot more durable for all of us and subsequently, we noticed a lot collaboration occurring. On the finish of day, be it a retailer or mall developer, we all know that we are able to’t survive with out promoting and now we have made methods accordingly.  Now we have positively collaborated lots and have taken new learnings from this case in the long term.”

Collaboration and Learnings

“We acquired to know the retailers in a significantly better approach. We negotiated with them on completely different areas of considerations and conditions and got here out with options which labored for each of us. The sense of partnership developed, and have become extra secure, after the second lockdown. Consequently, malls are actively discussing their advertising and marketing applications with the retailers and equally the manufacturers are additionally discussing their plans with the mall builders to extend the footfalls within the mall,” says Jayen Naik, Senior VP- Operations & Initiatives, Nexus Malls.

Arif Raza, AVP, Retail Enterprise Growth, Vedant Fashions defined from the retailers’ perspective, “Manyavar will not be a reduction pleasant model and subsequently we needed to face a distinct set of challenges within the final one and half yr. An enormous portion of our sale is linked with the marriages and through this era, marriages weren’t occurring.  For individuals who had been getting married, the ceremony was restricted to a set variety of guests and with a minimize down price range. After we talked to malls, it was all the time about discounting and promotion the place we can not take part. For a retailer like us, malls ought to have labored on another preposition, which ought to profit us as properly.”

“Talking about re-negotiation, it’s a non permanent factor for us. Every time we’re in talks with procuring centres for leasing house, we all the time miss the purpose that Manyavar is a heavy excessive road type of model and there’s a unending silent competitors occurring between malls and excessive streets. Not one of the malls have paid full consideration to the issue and this time it has come out brazenly that streets have carried out higher. Subsequently, malls ought to give you a technique, whereby they’ll herald manufacturers that are very outstanding in excessive streets, in order that the competitors may also be taken care of,” he added additional.

Nikhil Jatinder, Head- Enterprise Growth, Nike (RJ Corp) explains, “Put up two waves, now we have been upsizing our shops and we regarded in the direction of the mall builders for the assist. We acquired assist from them however as we all know and completely perceive that everybody has limitations be it when it comes to funds and we hope that interval is over now. COVID has taught us lots and these modifications and norms are going to assist us in the long term.”

Rahul Singh, Founder & CEO, The Beer Café added additional, “Competitors makes us quick, as all of us are competing with some one or the opposite, be it retailer/manufacturers or malls. Retailers and types compete with different manufacturers of their class and similar is the scenario for mall builders the place they’re competing with the opposite malls.  Regardless of this, it’s collaboration that can make us higher.”

Excessive Avenue vs Malls: Weightage & Comparability

Procuring malls vs excessive road retail is an indefinite infinite dialogue. Within the final fifteen months, malls had been closed for a most interval, and subsequently excessive streets have benefited lots from this case. Commenting on the scenario, Akash Srivastava, AVP- Enterprise Growth, Jubiliant Foodworks says, “For us, in our complete model journey interval, the mall portfolio has been 15-20 per cent, as now we have been a extra high-street type of format. When COVID occurred, thankfully we had been ready, from the experiences of the worldwide markets within the USA and China. Malls had been supportive as they waived off the rental and gave reductions as properly, they usually gave reductions and different waive off and had been supportive in advertising and marketing and selling methods.”

“Malls have been good for us, however as this case goes to final lengthy, malls too must revamp themselves from completely different retailers. They should have a cohesive bonding with F&B retailers and supply them with supply counters on the floor ground, and never on the meals courtroom.  At the moment, we have to realise the significance of meals, and malls must up their meals proportion of meals of their premises,” he added additional.

Deepak Zutshi, VP- Leasing, Choose CITYWALK says, “All of us are crusing in the identical boat, be it retailer or the mall builders and we have to sail in a single route collectively. Each buyer who visits us, doesn’t notably come for the mall, in most case, he comes for the model be it vogue, meals or leisure. So, collaboration is essential, and probably the most important half is the database. We should not have a direct database of any buyer, the one database now we have is in regards to the complaints and mis-happenings. The actual buyer database stays with the retailers. Retailers can collectively work with the mall to deal with that database that’s going to assist us lots in the long term.”

New Methods within the Pipeline

Speaking in regards to the new challenges and the answer to counter them, NP Singh, Director-BD, Samsonite South Asia, emphasised on the operational and existence half. “Virtually each retailer acquired assist from the department stores in the course of the first wave, we do really feel that we acquired some assist to go forward. Nevertheless, the operational half is one space which wants some consideration. Completely different classes can be going through completely different ranges of achievements. We should take a look at a specific model/ class to the extent of the enterprise occurring post-COVID and cost him accordingly. There are particular classes which have nonetheless not recovered totally and ought to be charged based on the efficiency. It’s a matter of co-existence. Malls and retailers should co-exist, and this ought to be a think about figuring out the following step.”

Dheeraj Dogra, Chief Leasing Officer, Spaze Towers highlighted the customer support and interplay half to deliver again extra customers and income. “E-commerce is a big risk to each malls and retailers, as a result of their service and shopper engagement coverage. Retailers and malls also needs to adapt comparable methods. Customer support and interplay will assist us deliver again clients. E-commerce has the sting due to their format of 1 -to one interplay,” mentioned Dogra.

Manish Chandra, BD Head, Skechers talked in regards to the want of re-strategising the enterprise mannequin. “Within the present scenario, we have to return to the fundamentals and re-strategise the mannequin. Till final yr, expertise has turn into a necessity, being a tech savvy model or Omnichannel immediately is probably the most important factor for everybody. We reached out to our customers throughout numerous platforms together with WhatsApp and because of this, we did Rs. 22 crores of enterprise solely on WhatsApp. At the moment it is vitally essential to achieve out to the customers throughout each potential platform, each on-line and offline. We weren’t frightened in regards to the lack of the sale, however we had been frightened in regards to the lack of the customers. The patron immediately desires you to knock on his door and subsequently we should attain to them,” mentioned Chandra.

“When it comes to the collaboration, I wish to point out that each mall has an operation staff, and it’s extra into highlighting the upkeep and technical malfunction. They need to additionally perceive the visible merchandising, product, properly versed and ought to be frightened about whether or not a specific model is having the proper assortment or not,” he added additional.

Vivek Shrivastava, BD Head, Benetton agreed and mentioned, “Every little thing immediately is about customers really and it’s time to deal with the patron as one asset for each retailers and malls. Information is one thing which may be very treasured to each model. Sure, there’s a approach by way of expertise, and we will share both with the shopper ideology, thought perspective. We have to discover a collaborative answer from each retailers and malls perspective.”

Anurag Katriar, Government Director & CEO, deGustibus Hospitality highlighted a number of key factors to make this collaboration standpoint working.  “At the moment, it’s utterly flawed to match pre-COVID occasions to the post-COVID occasions. Any phrases of engagement which had been related within the pre-COVID period can’t be related now. Secondly, the connection between malls and retailers must re-define from a mindset perspective and never a industrial perspective. The bonding ought to be like a performer and a stage, the place malls ought to act like a stage who wants performers to maintain the stage occupied, whereas the retailers are the artist, who wants the stage to carry out. That’s the type of mindset we have to have going ahead, not the landlord- tenant mindset. It is a new publish COVID world, the place the consumption goes to be little mutated, we should ensure what are the brand new income potential and easy methods to preserve them afloat.  That is the time to redefine technique and method.”

“Going from the expertise within the pandemic, redefining the retail and tenant combine will be one other prospect. Now we have seen that main anchor tenants, primarily within the type of vogue and luxurious issues, are having issues surviving. Subsequently, mall builders ought to search for a wholesome combine in coming months,” says Nagendra Rathod, Sr. V.P.-Gross sales & Advertising – Sheetal Infrastructure.

Social Media: A Widespread Platform

Customers immediately are shopping for from the manufacturers however the alternative shopping for format will not be fastened. He should buy it both from the shopping center, excessive road or on-line. The customer is by no means dependent solely on any format. Social media is one such platform which has been turnout to be probably the most preferable selections of reaching out to customers in giant numbers.

“Malls ought to begin pondering of themselves because the central level of buy, the place they’ll accommodate all of the manufacturers after which they need to begin behaving extra like a retailer than a landlord. Solely from right here, the query how social media can turn into related. Except there’s a change in method, new platforms will emerge however gained’t be efficient in the long term,” says JP Biswas, Leasing Marketing consultant, KW Group.

“Innovation is the necessity of the hour, however the precedence ought to be how a lot affect it’s making to the enterprise. Making it extra handy and shopper pleasant ought to be the target,” added Akash Srivastava.

Creating Uniform Merchandising

Up to now for many manufacturers, there are separate merchandise for his or her offline and on-line shops. When requested, is that this pattern going to proceed or is there a necessity for uniform merchandise? Sumit S Suneja, Head BD & Franchise, Bestseller India defined, “Every little thing is merging in the direction of uniformity. We’re completely transferring in the direction of changing into an omnichannel service firm, moderately than solely offline or on-line. Throughout this pandemic, we strengthened our enterprise to a big extent. Our merchandise and shares accessible on each on-line and offline can be comparable, clearly in some unspecified time in the future there can be some distinction within the merchandise, relying on which metropolis and channel you’re in.”

“Now we have comparable merchandise on-line in addition to within the retailer and we provide from the shop as properly. Principally, now we have elevated the velocity of the deliveries, however what now we have carried out on this pandemic is to not lose the margin. Now we have a most proportion of contemporary merchandise, and we imagine within the shopper comfort. Throughout the first lockdown additionally, we believed in opening new shops and negotiation was the secondary half. All people’s necessities are completely different and now we have acted accordingly to date,” concludes RA Shah, Advisor-Property, Trent.


Supply hyperlink