Case Study | Pacific Mall, Subhash Nagar (TG)

Background

Pacific Mall Tagore Garden is part of Delhi's Pacific Group of Malls. Spread over an area of 6 lakh square feet, it is one of the biggest properties in terms of the shopping area. It houses over 300 premium brands, including Zara, PVR, Decathlon, and Onitsuka Tiger, and hosts over 25 food and beverage outlets. In a day, the mall sees an average footfall of more than 50,000.

In a populous city like Delhi, a property of this size with such a high visitor count is bound to experience issues that can impact the customer experience.

Problem Statements

The management at Pacific Mall came to Park+ to address the following challenges.

1. Increasing the number of customers

2. Enhancing customer experience

3. Improving the revenue collection for the valet system

4. Providing a greater sense of mall loyalty and recognition to the customers

A big shopping mall, like Pacific Mall, usually has generous parking space, with multiple floors and serial numbers. But it can become a chore for customers to find a parking space and/or remember the location of their car, especially on busy weekends.

Solutions Provided

Park+ provided the following solutions and services at Pacific Mall Tagore Garden:

1. Digital valet system: The mall deployed the digital valet system provided by Park+. All the paper-tagged valet cards were replaced with paperless digital tags, enhancing the customer experience.

2. Integration with mall loyalty engine: The parking management and valet solution was integrated with the mall loyalty engines. This helped the mall track and reach out to its loyal customers as soon as they entered its premises.

3. Valet booking: The customers could pre-book a valet at Pacific Mall on the Park+ app.

4. External integration: Integration with brands like PVR and BookMyShow improved the technological exposure of the mall.

Benefits of Park+ Solution

1. The digital valet helped eliminate the need for physical paper tags. Traditional issues faced with paper tags such as losing the tag, damage to the tag, and general wear and tear were no longer a concern.

2. Customers now receive real-time information on the location of their car, along with the valet details.

3. The valet system could easily recall cars at the click of a button.

4. Real-time information to the loyalty engine helped the mall track customer journey in and out of the mall.

5. Receiving recognition messages as they entered the mall enhanced the customers’ overall experience.

6. Loyalty benefits and drive coupons were integrated with the digital valet system.

7. Parking management and operations were significantly improved with the help of real-time data.

User Impact

The integrated solutions provided by Park+ to Pacific Mall improved the customer’s control and reduced their stress over parking. The availability of multiple digital modes of payment smoothed the payment process. Valet parking became more convenient as customers received real-time updates on the car. These updates began as soon as customers handed over the car keys to the valet and continued till the time the valet retrieved the car and handed it back to the customer. This was further aided by the one-click valet car retrieval, which made the process easier and quicker. Since the mall now had real-time data on their customers’ entry and exit, they could interact with loyalty members via push notifications without having to physically meet with each of them. Being recognized and receiving such welcome messages enhanced the customers’ overall experience of visiting the mall.