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Mall Management

Mall management encompasses the overall operations, maintenance, services, and utilities of a shopping mall building. It includes five key components: positioning the mall based on its offerings or anchor tenants, determining the mall composition and zoning, promotions and marketing activities, facility management of infrastructure and ambience, and financial management of accounting, cash flow, and audits. Effective mall management ensures the mall functions as intended and attracts both planned and impulse shoppers.

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509 views17 pages

Mall Management

Mall management encompasses the overall operations, maintenance, services, and utilities of a shopping mall building. It includes five key components: positioning the mall based on its offerings or anchor tenants, determining the mall composition and zoning, promotions and marketing activities, facility management of infrastructure and ambience, and financial management of accounting, cash flow, and audits. Effective mall management ensures the mall functions as intended and attracts both planned and impulse shoppers.

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bitunmou
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© © All Rights Reserved
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Mall Management

Mall Management
• Mall management is defined as an overall operation
and maintenance of the entire building infrastructure,
including the services and utilities, ensuring that they
are used in a way that are consistent with the
purpose for which it was acquired.
• Mall management encompasses operations, facilities
management, security, accounts, common area
maintenance, marketing, leasing and all the other
functions
Five Components of Mall Management

• There are five components of mall


management.
– Positioning
– Mall Composition/ Zoning
– Promotions and Marketing
– Facility Management
– Financing
Positioning a Mall
• It refers to defining the category of services
offered by a mall.
• Broadly, malls can be positioned in two
different ways.
– a. On the basis of offerings
– b. On the basis of anchors
Positioning on the basis of offerings
• These malls are positioned primarily on the basis of its offerings which should
be reflected throughout its retail mix.
(i) Luxury:
A mall is positioned, advertised and marketed as ‘Luxury Mall’ where selections
of tenants is exclusively done under the luxury class of their vertical.
Local and small players though financially sound are discarded under this
particular form of positioning.
(ii) Value for Money:
Value for money style positioning conveys the message to public that their
malls are neither expensive nor economical.
This offering is not depicted by one or more outlet but entire mall would
represent the same ‘value for money’ image.
Positioning on the basis of offerings

(iii) Economy:
• A mall is targeted for those people who are
money-conscious and looking for affordable
goods and services.
• Economy class malls usually are full of customers
especially on weekends.
• Impulse buying is more in case of economy malls
because first time or occasional visitors are more
attracted towards cheap range goods.
Positioning on the basis of anchors
(i) Entertainment based:
• The main theme of such mall is to offer entertainment and
enjoyment. Entertainment is offered in the form of movie theaters,
gaming zones, scary houses, ice-rings, Kids play stations, Racing
Cars, Video Games, interactive Kiosks, and so on.
(ii) Hypermarket/Value Driven:
• One of the most common and widely apparent features of a
successful mall is the presence of hypermarket. The primary
reason for having hypermarket in a mall is to increase footfalls and
conversion rate.
• Under this type of positioning, malls are positioned on the basis of
hypermarket or value driven concept.
Positioning on the basis of anchors

• (iii) Specialty Based:


Malls are positioned according to the specialty stores in the mall,
where most of the stores specialize in one particular segment of
the vertical such as consumer electronics, jewellery stores, book
stores, home furniture stores, and so on.
This type of positioned malls conveys the message that they offer
all the national and international brands under that category.
Mall Composition / Zoning
• Two types of Customers
– focused buyers – planned shopping
– impulse buyers – primarily indulge into window shopping

• Zoning is a mall space allocation exercises under which mall


developers basically formulate right tenant mix to attract
both types of customers especially the impulse buyers.
• It decides
– The proportion of place and the no. of units in the mall
– Relative placement of the tenants in the mall
– Services and leisure facilities
Advantages of Zoning

• Advantages of Zoning:
– Allows the smooth movement of shoppers in the mall, avoiding
clusters and bottlenecks.
– Creates a distinct image in the minds of the customers.
– Assists in formulating the right tenant mix and the placement of
these tenants within the mall.
– Helps in the selection of right anchor tenant.
– Helps retailers attract both types of consumers, especially the
impulse buyers.
Zoning and Halving Back
Based on splitting the shop into zones, the closest to the passing pedestrians
has the most value (Zone A). The process follows are:
1. Divide the ground floor NIA (Net Internal Area) into 6m zones A, B, C, etc. If
the shop is more than 24 m deep then label all remaining zones with R.
2. 1 square metre of zone A then zone B would be worth 0.5 of zone A, etc and
label in terms of Zone A.
3. Upper and lower floors and non-sale areas are all valued on an overall basis
and are not zoned, but allocated different values according to their use.
4. Add up the adjusted areas.
5. Result is the floor area ITZA and this forms the basis unit of comparison.
Managing Tenant Mix
• Composition of compatible and convenience
cluster.
• Compatible businesses located in close proximity
• Convenience goods sold from local corners or
supermarkets.
• Choice of anchor tenant and main space users
• Mix of retail categories to be done by trade area
analysis
Promotions and Marketing
• Promotional events that help promote brands
are an essential part of mall management.
• Some of the most effective promotional
models include celebrity visits, food festivals
and talk shows.
• Considering the local rituals, preferences and
latest trend, each mall should prepare a
Marketing Calendar.
Facility Management
• It refers to the integration of people, place,
process and technology in a building.
• It includes:
1. Infrastructure Management:
– Air conditioning,
– Provision of adequate power supply,
– Safety issues related of signage,
– Issues related to signage, water supply, sanitation, etc
– Water supplying and sanitation
Facility Management
• (ii) Ambience Management:
– Management of parks
– Management of fountains,
– Taking care of staircases
– Overall look of lifts and escalators
– Music and overall look of the mall.

• (iii) Traffic Management:


– Managing foot traffic into the mall and parking areas.
– Crowd management inside the operational area of a mall. 
– the flow of people is related to the design of the mall and the spatial
distribution of its tenants
Finance Management

• Financial Management is concerned with the


acquisition, financing, and management of
assets.
– Accounting system to track the debt and invoices,
– Cash receipts and collection of income
– Organizing resources to deliver an efficient and
effective annual audit.

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