Malls in Indore are pulling out all the stops this festive season, banking heavily on elaborate and visually stunning installations to attract crowds. The strategy focuses on creating 'Instagrammable' backdrops and curated experiences designed to increase the time visitors spend inside, which directly translates to higher spending, particularly in food courts.
Big Investments for Bigger Engagement
Mall operators are making significant financial commitments, with investments running into lakhs of rupees for large-scale thematic decorations. Amit Arora, centre head at a mall in Vijay Nagar, revealed that their décor budget alone is around Rs 7–8 lakh, and this figure increases annually to stay relevant with trends. To ensure professional execution, malls have roped in expert event planners for both conceptualization and implementation.
"We engage event planners for décor and festive events to ensure better execution and visual appeal," Arora stated. The investment is clearly paying off. He noted that on weekends and holidays, footfall can cross 50,000 visitors, and the décor-led events are instrumental in lifting overall footfall by a significant 15–20 percent.
Shifting from Shopping to Experience
The core idea is to move beyond pure retail transactions. Mall operators are curating a mix of Christmas-themed installations, common games, tattoo stalls, and live events to create experience-led outings. This shift responds to evolving consumer preferences, where families and groups seek destinations for quality time together.
A visitor at a city mall echoed this sentiment, saying, "The décor and activities make it enjoyable, especially for kids. We come here not just to shop, but to spend time, click pictures and eat together." This increased dwell time naturally leads to higher traction in food courts and better chances for conversions, aided by promotional schemes like vouchers, movie tickets, and gifts.
A Crucial Revenue Window for Retailers
Retailers within the malls are optimistic about this experiential approach. A bag retailer highlighted that families visiting for an experience often translate into steady enquiries and improved sales. "The festive and vacation period is crucial as people come not just to shop but to spend time together," the retailer said.
An anonymous mall manager confirmed that customer engagement, especially activities for children, has become central to drawing crowds. During festive occasions and school vacations, such initiatives can result in around a 10 percent rise in footfall, the executive shared.
Industry observers conclude that this strategic blend of professional event planning, experiential décor, and curated activities is proving to be a successful formula for malls. It helps maximize festive-season footfall and gives a substantial boost to revenues, with food and beverage outlets being the prime beneficiaries.
