Shopping preferences shifting from malls to high streets: Reach Pro

Reach Pro Group has created its own legacy in selling and leasing of commercial and retail spaces in Gurugram. Having expertise in real estate development, consulting and advisory, the company has been laying down some groundbreaking projects in Gurugram that paved way for retailers, traders and entrepreneurs to reach closer to their customers. Post Covid-19 pandemic, Reach Pro is rebranding itself to meet the changing aspirations of retailers and consumers. In an exclusive interview with Bizz Buzz, Nandini Taneja, Vice President of Reach Pro Group, shares how the priorities have shifted to health and safety, which has influenced purchasing and decision-making behaviour of the customers

In uncertain times of pandemic, the drive-through and the open shopping experience are driving more footfalls because consumers feel safer in open areas. However, the malls and high streets will always operate conjointly as there always will be shopping malls, neighbourhood centres, and traditional high streets adapting to the ever-changing needs of the customer

Reach Pro is all set to create an outdoor cinema screening venue, which will be different from a drive-through experience in that it would be more like watching a movie beneath the stars from the privacy and comfort of the customers' cars. We intend to show popular movies in a controlled and comfortable open setting

How is Reach Pro preparing itself for the post-lockdown scenario?

Covid-19 wreaked havoc on the real estate market, which withstood two lockdowns. Even with the unlocking phase and the world reopening, the epidemic remains a major concern. People are still wary of their safety and unsure whether or not to go outside. In the aftermath of a pandemic, customers will continue to shop at stores that make them feel safe and secure.

Reach Pro is rebranding to meet the changing aspirations of retailers and consumers in the post-Covid world, as well as to address social insecurities and provide a safe consumer experience. At Reach Pro, developers and retailers are working together to design a sustainable strategy to meet the current needs and keep up with the shift.

To guarantee a safe workplace, most malls have had their whole employees immunised. Contactless shopping has been implemented to enhance customer safety by providing a low-to-no-touch shopping experience. Above all, people regard a mall as a social gathering place, and we as developers need to create a safe environment to shop, eat and walk as a way forward.

How Covid-19 changed the shopping and mall culture in India?

The pandemic has permanently altered the way we live our lives. In general, India has limited social and entertainment options for families, so shopping centres will continue to fill the space. During the unlocking phase, the malls adjusted to shifting consumer needs by restructuring and redesigning the shopping experience while keeping consumers' anxieties and safety in mind.

Malls went above and beyond to meet consumer demands, from integrating online shopping with brick-and-mortar operations to emphasising on health and wellness of the customer. The other measures include improving basic hygiene, reducing touch-points, and introducing techniques powered by AI to provide customers with a safer and improved experience.

High street or mall – which one is better post-Covid?

People's shopping habits have shifted as a result of Covid-19. Although the current pandemic situation is improving, there is still apprehension about shopping out in crowded places. Repeated lock downs has a wide range of consequences on customer behaviour. Priorities have shifted to health and safety, which has influenced purchasing and decision-making behaviour.

Convenience has surpassed proactive, experience-based shopping for consumers. Convenience, ease of access, and open spaces are some of the most important elements garnering more consumers' attention on high street retail and attracting retailers to roll out more expansion on high streets or neighbourhood centres than malls.

In uncertain times of pandemic, the drive-through and the open shopping experience are driving more footfalls because consumers feel safer in open areas. However, the malls and high streets will always operate conjointly as there always will be shopping malls, neighbourhood centres, and traditional high streets adapting to the ever-changing needs of the customer.

Could you tell us more about the emergence of the micro market?

The micro market is regarded as the revolution in shopping experiences. The long-standing demand for hygiene, safety, and consumer convenience has given birth to this concept. It has always provided a great deal of flexibility. They may be tailored to fit a wide range of places in a variety of industries, from outdoor markets to schools.

The ever-evolving need for work close to home, shopping close to home, and dining close to home is met by the small markets and neighbourhood centres. Aside from the enhanced convenience, micro-markets mix retail, office, and athleisure spaces, allowing clients to shop for comfortable clothing, visit a salon or gym, and work all under one roof.

Micro markets also provide a safer break-room experience for companies looking to bring remote workers back to the office. The construction of a micro-market in the office also demonstrates that a company cares about and values its employees' safety.

Why are green area/ water bodies becoming a must for high street spaces?

The retail industry, both online and in-store, is evolving. High street is quickly becoming the preferred shopping destination for consumers because it is constantly changing and reinventing itself in response to the changing environment. High streets are no longer viewed solely as a place to just shop.

Consumers want to shop, spend quality time, and return home with a pleasant experience. Overhauling traditional high streets where people simply walk-in, pick up and leave, the modern main street provides an overall experience in terms of sidewalks, green areas near water bodies, and places to hang out with family and friends.

High-street retail is being transformed into a community space that encourages customer interaction and participation through the hosting of events and the provision of entertainment forms of live music, dance, and zumba, and others to motivate and engage customers, increasing foot traffic and sales by a significant amount.

How are you bringing back the footfall at Reach 3Roads at Gurugram?

Shoppers today need more convincing reasons than ever before to walk into shopping centres. Reach 3Roads is proactive to rebuild consumer confidence and attract them back to stores. The focus on safety in malls and stores is at an all-time high and we are ensuring that all Covid related protocols are being followed to ensure a safe environment for customers.

Back when covid 19 was at its peak, our social media marketing at Reach 3Roads was all centred on the "stay at home" campaign. Weekends@3Roads campaign was well received by the customer. Reach Pro recently celebrated its first anniversary, which was followed by a month-long celebration that took place every weekend.

In addition, to ensure higher brand recall, we have been aggressively executing hygiene awareness-driven BTL (below-the-line) operations such as sponsoring sanitiser stands in surrounding residences, lift media, gate panels, and so on.

Could you explain more about drive-in cinema and other entertainment avenues at Reach Pro?

High-street retail is redefining entertainment. Reach Pro offers children's play area, gaming arcade, and other entertainment centres providing a one-stop family entertainment and recreation destination. As people of all ages come to shopping centres, developers are providing more than just shops and restaurants as an alternative to attracting customers.

The concept of drive-in cinema is also catching prominence and developers are increasingly capitalising on the potential of drive-in cinemas as an alternative entertainment avenue. Drive-in cinemas were always there. However, in the post-Covid era, audiences are finding the concept more relevant because safety concerns have taken precedence.

Reach Pro is all set to create an outdoor cinema screening venue, which will be different from a drive-through experience in that it would be more like watching a movie beneath the stars from the privacy and comfort of the customers' cars. We intend to show popular movies in a controlled and comfortable open setting.

Reach pro is also looking to open a McDonald's drive-thru, which will significantly add value to the complex by allowing you to order and enjoy your favourite McDonald's foods without leaving the comfort and safety of your car.