FIELD TRIP REPORT ON SELECT CITY WALK MALL

Submitted To: Ms. Neha Malhotra

Submitted By: Swar Rishabh PG20101233

INTRODUCTION

With over 100 malls operational in India and more than 300 under construction, the retail sector offers a plethora of opportunities. The Mall space is expected to touch 60 million square feet by end-2008. With such a huge supply of space, mall owners and developers in India need to focus on vision, scalability and processes and create a distinct proposition for themselves in the market. The emergence of specialty malls is a step in this direction.

Spread over lavish six acres of land in the heart of South Delhi, is New Delhis one of the Premier Shopping Plaza, the Select City Walk Mall. Promoted by the Select Infrastructure Pvt. Ltd. And a joint venture of the Select Group and the Aarone Group, Select City Walk offers a Experience based shopping strategy complete with not only Retail outlets, but also Food Counters, Movie Theatre, wide variety of Exquisite Cuisine offering Restaurants, ample Parking space and various other small Counters to complete the integrated and holistic high quality facilities needs of not only a family visiting the mall but, also an Individual coming to it.

The success of select citywalk can be measured in a way that 70% of their stores were already on lease even before the mall was opened in October. Hence, Promotion was done in such a way that aleady 70% investors were ready to operate on the first day of the malls opening.

OBJECTIVE

As a part of our Retail Selling Management Course, we visited this mall to gain a first hand experience of the Management technicalities and specifications needed for the successful running of a big venture like that of Select City Walk.

The main objective of the visit was to watch and analyze how the mall functions and how the layouts or stores are given to a particular brand.

Some of the Intended Objectives for the Visit to Select City Walk Mall Were:
1) To acquire knowledge and concepts of the organised retailing.

2) To understand how to function in retail set up. 3) To develop skills which have created success stories in organised retail industry especially malls. 4) To understand the Retail location and leasing strategies. 5) To learn about retail promotions and building store loyalty.
6) To know the elements of Store Layouts.

OBSERVATIONS AND ANALYSIS

According to the Public Relations Manager of the Select Group, Mr. Iqbal, Select City Walk believes in offering Experience to its customers in all possible luxurious domains. This can be further justified few Characteristics like that of Ample Space Planning at the Premises of the Mall, Power generating Capacity and efficient backup facilities at the premises, efficient and effective Housecleaning facilities at the Mall Premises etc. this also can be further justified from the ISO certifications of ISO14000 and ISO16000 for quality and environmental standards.

The Select City walk Mall has been designed aesthetically. There are eight Anchor Tenants including Goodearth Verandah, Pantaloons, Crossword Bookstore, Mothercare, Arcelia, and Home Stop. In addition, there are stores by MAC and The Body Shop. The mall houses Esprit's 12,000 sq ft. flagship store for Delhi, along with a 3,000 sq ft (280 m2) Tommy Hilfiger flagship store, and Calvin Klein's first stand-alone store in India, featuring CK Jeans.

The mall also has a 10,000 sq ft multi-cuisine food court i.e. Food Talk, on the second floor, along with several restaurants including The Coffee Bean & Tea Leaf, Pizza Hut, Chicago Pizza and KFC. It also has Pantaloon Retail's first Gourmet Food Bazaar, which stocks Indian and imported food products.

The mall also houses a PVR Cinemas multiplex, which comprises six screens including 2 gold classes and has a total seating capacity of 1,235.

There is also a 100,000 sq ft outdoor open plaza, Sanskriti, for art festivals, fairs, exhibitions, performances, and al fresco dining. The plaza is landscaped extensively in timber, water, stone and steel and has an openair amphitheatre, along with trees and water features.

One of the astonishing fact about Select City Walk is that they have 25 stores which are the best performing stores across Asia. Some of the Examples are: MAC who has done a maximum business of 1 crore in a month ZARA who has outperformed each and everyone by doing a whopping business of approx 6 crores in a month remaining stores are like Espirit, Tommy Hilfiger, Body Shop and etc also gross high Profits.

The Management of the Mall lies in the hands of effective Management comprising the Following:

Select City Walk Marketing/Co mmercial Department

Finance Department Bil lin g Sto res Com mon Area Housekee ping Payme nt to Vendo rs

Operations/ Engineering Department

Colle ction

Help Desk

Conci arge

Securit y

Parking

Rewar ds

Brand Management

Public Relations

Leasing

Legal

There are 3 MAIN divisions of the Select City walk Management, namely, the Finance Department, the Operations/Engineering Department and the Marketing/ Commercial Department.

The Finance Department is primarily concerned with the functions like that of Billing like cash receipts Collections like collection of income including rentals, service charges, car park receipts, electricity and other utility income etc. Payment to Vendors

The Operations Department looks after the Rewards Concierge House keeping Security Parking help desk

The Marketing Department is primarily concerned with the Brand Management Public Relations Leasing Legal Activities

LAYOUT OF SELECT CITY WALK: The mall is a L shaped mall. The Mall has been divided into a total of 5 Zones and each Zone has an Expention Point. The Zoning has been done very strategically placing shops of similar interest for customers in a close proximity, either vertically on floors or at the same level.

On the Ground floor it has the FTV brands which are all premium brands like ZARA, MAC, FRENCH CONNECTION, GUESS, ED HARDY ETC.

On the first floor you have all MTV brands and on the second floor its all kids brands which you will find.

The food court is located on the top floor where you also have an open seating, and they serve wide variety of cuisines like CHINESE, THAI, CONTINENTAL, STREET FOOD ETC.

The Mall has 5 entry points and apart from that there is one entry point for the merchandisers, or the Service Entrance, from where the Merchandisers move their goods ie. Shedding off old stock or receiving of new goods.

There are in total 18 elevators in the mall out of which 15 are for public use and 3 are service lifts which is used by the staff.

The Mall has more than 700 employees working for them at present and the best time for the mall is the month of October and March. The hiring process is carried in month of April.

ZONING IN SELECT CITY WALK MALL: Zoning refers to the division of mall space into zones for the placement of various retailers. The Select City Walk mall is divided into three broad zones:

 Staple Traditional Zone(family) Celebration Zone(centre-stage) High Voltage Zone(youth) The mall also has 125 stores representing over 500 major Indian and international brands of clothes and apparels including Aldo, Calvin Klein, Esprit, French Connection, Gant, Guess, Kipling, La Senza, Levi's, Mango, Next, Pepe Jeans, Replay, Tommy Hilfiger, and United Colors of Benetton etc. INFRASTRUCTURE MANAGEMENT AT SELECT CITY WALK MALL: Infrastructure management refers to the management of facilities provided to the tenants within the mall. This includes provision of adequate power supply, safety issues in case of emergency and miscellaneous issues related to signage, water supply, sanitation, etc. These form an integral part of mall management as they are the basic amenities that any tenant would look for in a mall. Infrastructure management also includes risk management issues such as essential safety measure asset liability and environmental audits as well as emergency and evacuation training.

Power Management: Uninterrupted Power Supply with 100% Power Backup provisions HVAC with adequate redundancy Emergency Lighting in all Areas

Safety Management: Fire Fighting and Safety Systems installed across the Mall Well Equipped Security System

Miscellaneous: Mall well equipped with Adequate Toilets separate for Customers and Staff Building and Floor directions system installed Water softening and Purification system installed. Signage directions installed to ease the Customers for guiding them to their desired places.

SERVICES OFFERED AT SELECT CITY WALK MALL: Select City Walk Mall offers a wide range of services to suit all the needs of the General Customers on a day to day basis. Apart from the Shopping Experience, the Major services offered by Select City Walk are: Optional Valet Parking Foreign Currency Exchange Travel Desk Business Centre Childrens Play Area ATM Florist Taxi Services Handicap Assistance Feeding Room Nail Bar/ Salons First Aid Pharmacy Tailoring Privileged Parking for Pregnant Women and Senior Citizens

 Styling Services Etc.

PROMOTIONS AND MARKETING AT SELECT CITY WALK MALL: Promotional activities and events in a Select City Walk form an integral part of mall management. Activities like food festivals, handicraft exhibitions and celebrity visits increase foot traffic and in turn sales volumes. Organising cultural events has time and again proved vital in attracting consumers to a mall. Such activities may also act as a differentiator for a mall. Flee market is new concept initiated by Select City Walk.

CONCLUSION

In conclusion I can summarize that Select City Walk mall is one of its kind mall, built not only aesthetically but also catering to all the needs of a Consumer by offering a One Stop Solution to all the necessities. The mall has been located and positioned in such a manner that it caters to the need of high premium customers. The whole look of mall just makes you feel rich and posh.

Understanding the Mall Management prevailing at Select City Walk Mall, we can conclude that, the management of Select City walk is divided very precisely and thoroughly. The L Shaped mall is largely managed with the main divisions of the three Departments, i.e. the Marketing Department, the Finance Department and the Operations Department. These three Departments form the crux of the functioning of the entire Mall. With almost 700 employees, the Mall has been well maintained and set for a whole new experience on a daily basis for all the customers.

The Marketing Department has also widely and thoroughly helped to promote the Select City Walk mall by organizing promotional events like Flea Nights on Wednesdays, especially to attract all kinds of crowd to the Mall.

Further, we see that the ISO Certifications also play a vital role in defining the genuineness of the Mall and also depicts to us that the mall has been built keeping in concern the environmental and other important factors in mind.

The mall is also well managed in terms of the Safety measures and power management opportunities. This can further be elaborated by the presence of a well established safety and security system alongwith a twenty four hour Power backup for the Mall.