A GIFT FOR THE PEOPLE OF LAHORE

Introduction:
Emporium Mall is the biggest shopping Mall for Lahories. Emporium Mall are the one of the best
printing industry in the world. This shopping Mall is a project built to the highest international
standard of designs, architecture, construction and operation. It’s a new retail and commercial
project in the city by Nishat group. This mall is offering retails shops and commercial spaces for
lease. Most of the commercial spaces in the Emporium Mall have been rented out to world famous
fashion brands with the aim of providing a multi brand shopping and entertainment center to the
citizens of Lahore, with a focus on convenience, leisure and entertainment. This shopping Mall
promises to provide a swank shopping experience with a variety of shopping, dining and
entertainment opportunities personalized for you and your entire family. The Emporium Mall
would 2nd largest mall in Pakistan. It’s a shopping Mall where you will enjoy the comforts and
convenience of shopping, dining, entertainment and events, all under one roof. They have kids
zone for children, Up to 200+ shops, Hypermarket, Multiplex movie theatre, Food Court,
Adventure Zone, Cafes, Soft Play Area for kids. Separate Prayer Rooms on every level for male
and female, Packages Mall offers many facilities of a modern, comfortable shopping mall. It has
spread over almost 30 acres, and features, multiple entries and exit points, Surface car park both
covered and opened for 2000+ vehicles including designated slots for disabled fellow
beings. They are going to have a something for everyone. Emporium Mall has everything under
one roof.

Features:

 1.2 million sq. ft. of retail space (makes it the 2nd largest mall in Pakistan)
 200 shops – fashion, home, sports, electronics, books, etc.
 Hyper mart
 9+ Screen Multiplex
 35+ Eating Spaces
 Play zone
 2000+ Parking Spaces
 Special Needs Access
 Easily accessible from two roads
Give a broad review of services and facilities of Emporium Mall with plus minus from
customers convenience and quality of service (in the light of quality dimensions):

Principal dimensions customers use to judge a company’s service:

i. Tangibles. The appearance of physical facilities, equipment, personnel, and

communication materials.
ii. Reliability. The ability to perform the promised service dependably and accurately.
iii. Responsiveness. The willingness to help customers and to provide prompt service.
iv. Assurance. The knowledge and courtesy of employees and their ability to convey trust
and confidence.
v. Empathy. The provision of caring, individualized attention to customers.

Review of services and facilities of Emporium Mall

Responsive Help Desk

Emporium Mall have a responsive and efficient help desk. The help desk should not only be on
the main floor, but in fact on all floors of the mall, attending to customers and guiding them. The
desk should carry all necessary information and be able to connect customers, to any store or
department in the mall.

Flyers and brochures, as well as maps of the mall, should be made available, for avoiding
unnecessary inconvenience to the customer. Directory of all stores and brands are available at the
desk for customers.
Customer Service Representatives and Guides
In Emporium Mall the quality of customer service is monitored by the service representatives and
their interaction with the customers. Representatives must greet customers well and always ready
to assist them, with information and directions. If customers are facing any kind of problem, from
locating a store to looking for a lost item, customer service representatives must be there to deliver.

Transport Services
Having a well-structured transport link between mall and the transport network is essential for
bringing customers to mall. Public transport, shuttle services, careem etc., should all be easily
available for customers coming to Emporium Mal. It is important to ensure customers are well
aware of all the transport links and routes to and from the mall. Not everyone has a car, so driving
themselves to the mall isn’t always the option.

Those who are driving themselves to visit mall, they allocated with sufficient parking space and
security to accommodate their vehicles. Similarly exit, entry signs along with parking levels in the
Emporium Mall should be clearly demarcated so customers can easily locate where they have
parked their vehicles.

Self-Service Options
Giving customers access to self-service options at the malls can be very useful and improve the
customer’s experience. For example having ATM’s installed at the mall for both the customer as
well as the stores.

Electronic map screens available as well, incase customers want to browse through the different
stores in the mall and get directions.

Facilitating Customers with Special Needs

Customers with special needs should be given an attentive service, looking after their needs and
requirements. Parking for the disabled customers should be separately organized and managed,
ensuring a smooth experience for them, whenever they visit the mall. The elderly should have the
option of carts, if they can’t walk long distances to go to their favorite store.
How to give extra satisfaction to shoppers:

1. Treat your Customers Right – Genuinely Interact

2. Don’t Come on Too Strong – Respect Your Customers
3. Always Listen – Hear What Your Customers are Saying
4. Continue to Satisfy – Offer Ongoing Support and Specials
5. Treat a Customer Like a Valued Partner – Communication is Two Way
6. Build Trust – Alert Customers to Large Scale Changes, Good or Bad
7. Be Transparent – Honesty is Crucial When it comes to Mistakes
8. Follow Through on Your Word – Follow Up on Promises
9. Recognize Responsibility – The Customer is Always Right
10. Always Say “Thank You” – Kindness and Gratitude will Take You Far
Ways to enhance the overall image of shopping Mall
As disposable incomes are getting higher, consumers are getting more mature and are demanding
a luxurious lifestyle. Therefore, it has become a top priority for the mall developers and architects
to design their property innovatively to attract and keep the customers involved at the mall.
“Innovations drive growth and development

1. Looks matter
Most of the upcoming malls are based on the concept of contemporary design with added elements
of classical architecture. In order to have a mall replicate the image of a great ‘hangout’ zone, a
commitment to materials of permanence and quality is required. Natural and manufactured
materials such as cut stone, concrete, brick and stucco are exterior wall materials that provide a
cohesive and consistent architectural character that helps to unify the mall visually. Building
surfaces should ideally be light in colour.

2. Prevent bottlenecks
An important aspect while designing a mall is to regulate the traffic circulation. Interesting
alignment of landscape along with canopies and trellises, facilitating pedestrian traffic is ideal for
malls with large spaces.

3. Pick the right mix

Tenant mix is an alternative term for brand mix, and an area where one simply cannot afford to go
wrong. Mall developers should first identify their anchor tenants and then build their tenant mix
around it. Formulating the right tenant mix based on zoning not only helps to attract and retain
shoppers by offering them multiple choices, but also enables smooth movement of shoppers within
the mall, avoiding clusters and bottlenecks thus creating a win-win situation for both shoppers and
retailers.

4. Birds of a feather…
Another important concept to be kept in mind is 'Clustering' - a process of gathering tenants of the
same type into the same location. The developers can have clusters in all retail groups such as
fashion, food, men's wear, ladies wear, entertainment etc. When you have clusters of tenants, the
customer has an access to a variety of options in a single category without any inconvenience.
Thus, sensible bundling of tenancies will further improve the customer experience at retail.
Likewise, malls and movie theatres have a symbiotic relationship. When you have a multiplex
within a mall, there’s always something to do before and after a movie.

5. State-of-the-art amenities
Mall spaces should ideally be swamped with F&B outlets on both sides, with informal seating
spaces and water features forming an ideal hang-out space for all age-groups. It also creates a
positive environment welcoming customers for exploring the interiors with greater shopping
experience. The design should match international standards not only with its unique architecture,
but also with its thoughtfulness towards providing best of facilities like an ideal mother-care room,
designated parking for physically challenged amongst others.

6. Make it easy to grab a bite

Food courts play a key element in a mall where people not only eat but also meet friends, family,
talk about their shopping and spend quality time together. Food courts should have high-quality,
comfortable furniture which enables conversation. The food court options should always be in
sync with the tenant mix at the mall. It should be an inviting space and have options of a few fine
dining restaurants along with fast food chains to complement the tenants. Being the second most
important aspect in a mall as grabbing a bite after shopping or after a film, the food court
experience should always be pleasant for the customers.

7. A perfect match for anyone

Mall designers are now creating zones in a mall catering to different audiences. Special food zones,
play areas, business centers to surf the Internet are some innovative ideas that malls can now
incorporate. To make a visit to the mall more personalized, carefully chosen textures using stones,
wood, strategically placed props and furniture, and the right lighting helps create a homely and
relaxed feel.
8. Think green
Simple steps that contribute towards environmental consciousness should be taken such as separate
waste bins for dry and wet waste, recycling stations at parking areas for the disposal of paper and
glass give added value to a mall in this age of environment conscious citizens.

9. Keep it comfortable
Roofing systems of a mall should comprise of excellent acoustical and heat insulation values. Tiles
that act as an effective reflective material for heat reduction and wall panels that give better heat
insulation value should be used while building a mall.

10. Design for a better future

With the world becoming a more environmentally conscious place, malls too need to keep in mind
the need for energy saving and sustainability. It lies in a developer’s interest to acknowledge the
awareness of green buildings amongst people today. To increase the energy saving potential,
occupancy based and timer based sensors should be installed. The upward out-door lighting should
be limited, hence safeguarding the nocturnal life of the birds and insects.

How you can adding more unique features and elements of surprise to shoppers
1. Step out of your comfort zone
Spirit Airlines does an interesting job of using humor, although sometimes not always in the
classiest of ways; but, hey, pushing boundaries with tongue-in-cheek marketing campaigns can
certainly grab attention.

2. Bring up current events

Even if a current event is not necessarily relevant to your industry, chime in and join the
conversation, adding an opinion or something interesting to the mix. Cookies have little to do with
the Super Bowl, for example, but Oreo capitalized on a hot topic and took advantage of the
opportunity to turn heads when it smartly reacted to the lights out at last year's Super Bowl.

3. Build suspense to maximize surprise

Think about TV shows or movies. They hook the viewer into a storyline and create suspense.
Apple has done so quite successfully, multiple times, with the release of new products and
operating systems. The buzz and lead-up to the release is almost as exciting as when the new
hardware or software comes out. So when you have a captive audience, take advantage of the
moment to do something different. Like Apple... Think Different.

4. Create friction
Turn heads by stirring up a little controversy. The war on Syria has nothing to do with fashion, yet
Kenneth Cole was active and a bit vocal in voicing an opinion on the topic. Certainly, not everyone
thinks it's morally acceptable to compare sensitive issues like war with superficial things like
shopping, but Cole did get a reaction, for better or worse. Not only did the tweet reach thousands
more people through retweets, it got picked up in traditional news outlets, gaining even more
exposure.

5. Make mistakes and don't be afraid to fail

You are not always going to know how people will react unless you try to put yourself out there.
People will either like it, or they won't, and you will know about it either way... because they'll tell
you. Though many traditional marketers are used to doing small, private focus groups, in recent
years many major brands have started asking fans for feedback.

Gap learned the hard way that its new and improved logo wasn't all it had been cracked up to be
and immediately retracted it, reverting back to the old. The brand quickly accepted that it shouldn't
have changed a good thing and admitted that the new logo was a flop. If anything humanize you...
it's mistakes, because as humans we all screw up every now and then!

And on that note...

6. Make it personal
People love nothing more than a little personal touch. Done well, it shows consumers that you
went out of your way not by merely addressing them by name (for example); personalization can
help brands connect person to person versus person to business. Coca-Cola's bottles in the UK and
Australia are an extremely successful example, putting names on their packaging to help people
connect and "Share a Coke" with friends.
Make “New sales strategies” & “Promotion Deals” as added incentives to buyers after
market segmentation.
Suggest use of technology like cell apps, FB, Instagram, sms, texting mkting, skype, web etc
to promote business at Emporium Mall
 Optimizing your Facebook page for SEO and likes.
 Using Facebook groups to engage with your target market.
 Encouraging social sharing through the use of Facebook buttons and plugins.
 Getting your posts seen by more of your fans.
 Grow your Instagram audience.
 SMS texting is affordable
 SMS texting generates results
 SMS texting is good for customer service
Give an “Exciter to the customer” so that they prefer Emporium Mall.
Emporium Mall offer free parking for cars and bikes and provide washing service for customers.
List of “Dissatisfiers and satisfier and exciter” in the light of Dr Kano model.
Dissatisfier:
The customers who come from upper class were unhappy with the experience of
shopping at Emporium Mall.
Satisfier:
Shopping & dining experience is happy for the customers of upper middle class
and middle class at Emporium Mall.
Exciter:

Packages mall have exciter experience for lower middle class customers
 QUESTIONNAIRE ON MALL VISI
T PREFERENCES AND PERCEPTIONS
*1. Do you visit shopping malls?
Yes, often

Yes, but only if need arises

No

2. How often do you visit malls?

more than once in a week

4-5 times in a month

once in a month

rarely

its been long when i last visit a mall

3. What is the general purpose of your visit to shopping malls? (You may select more than one
also)*
I love Window shopping

Entertainment/recreational facilities-amusement parks, bowling, skating etc.

Eat food, drink and stuff like that

to hang out with friends and have a quality time

Simply shopping

Mall ambience gives me a luxurious feel

Other (please specify)

4. What kind of products or services do you normally purchase in shopping malls? (You may
select more than one also)*
Cafe/lounge
 Pub/Disc

Consumer goods/ Everyday basic need goods

Accessories (hand bags, belts, junk jewellery etc.)

Skin care products

Body care services (spa, saloon, beauty parlours)

Clothes & Foot wears

Electronic Goods (TV, AC, etc.)

Generic medicines

Indoor gyms & swimming pools

I don’t purchase anything

Other (please specify)

5. Which shopping mall do you visit often? (Kindly select only one) *
Select City Walk

MGF (Saket)

Ambience (Gurgaon)

Ambience (Vasant Kunj)

Great India Place

DLF Place Saket

DLF Promenade

City Square (Rajouri Garden)

 TDI (Rajouri Garden)

Other (please specify)

6. What tempts you to visit the mall of your choice (selected above) often? (You may select
more than one also)*
Service Quality and support services

Illuminated walkways and Lighting effects

Air conditioning & Soothing Background music

World Class Brands & services

Entertainment, adventure and recreational activities(bowling, pool, skating etc.)

Popularity among peers and acquaintances

Distance from my home

Other (please specify)

7. How do you perceive your preferred brand of mall? (Kindly select only one) *
High standards, Highly priced brands

High standards, Low priced brands

Low standards, High priced brands

Low standards, Low priced brand

9. From where do you come to know about latest schemes, events and trends in your
preferred mall?? (You may select more than one also)*
Newspaper
TV commercials
Radio
Word of mouth
Marketing on Internet Websites
 Telemarketing calls
Flash messages
In house banners
Other (please specify)

10. What kind of promotional activities fascinate and tempt you to visit the mall often?
(You may select more than one also)*
Celebrity Events
Advertisement Hoardings
Social Responsibility issues
Special discount schemes
reward points/benefits to regular customers
In-house banners
Seasonal decorations/celebrations (Like on Christmas, Diwali etc)
In-house support services (help desk etc.)
Uniforms of staff personnel
Availability of best brands
Kids oriented activities (art & craft, cartoon characters etc.)
Youth oriented activities (street dance, concerts, fashion etc.)
Other (please specify)

11. Do these promotional events affect your buying behaviour? *

Yes
No
Can’t say

12. Which of the following features mentioned below would enhance your overall
satisfaction level for your preferred mall? (You may select more than one also)*
use of metal detectors instead of manual checking
Entertainment & recreational activities (bowling, pool, skating etc.)
Mall Magazine
Well-equipped support service
Distinguishable Uniforms
Discontinuing food court card system
 Money Exchange Facility
Phone charging booths
Top brands
Location of stores
Other (please specify)
13. What is your profession?
House wife
Businessman/woman
Govt. Employee
Serviceman/ Woman
Management Professional
Student
Other (please specify)
14. Which age bracket do you belong to? *
Below 16
16-24
25-32
32-38
39-47
Above 47

15. What is your gender?

Female
Male

16. What is your marital status?

Married
Single

17. Please mention your name & Email Id/Phone Number for our records.
Name

E-mail
Phone number