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 Shopping Mall can be described in this sentence, ‘If you have a home then you will find everything in the shopping mall to fill it up with’. The craze of shopping malls ventured India in the early 2000’s and has seen tremendous growth over the years. The government’s five year tax relief for opening shopping malls and multiplex’s has also boasted this trend to a great extent.
The term ‘window shopping’ was coined due to the huge spur in shopping malls and the notion that it is made up of expensive stores. With the concept of ‘one stop shop’ coupled with entertainment options and comfortable shopping experience hoteliers, retailers and brands grabbed this opportunity with both hands. Even individual retailers found shopping malls a beneficiary prospect. These individual retail outlets started speaking the consumer language and thus altered prices and designs for the popular crowd. Selection of clothes and pricing was related to the location of the mall. An up-market area had a different line of styling and pricing compared to its own chain in not-so lavish vicinity. Thus people living in these mediocre areas were not able to get the same style and fashion found in the posh areas. Though reaching to the mall has been made comfortable with good enough travel options and parking space, but the crowd on weekends is unavoidable. People are exposed to the variety and know the umpteen options available in the market. Now every time traveling to the mall is not necessary because home shopping had evolved. People could see the options available and know the whole market without compromising on anything. The virtual world has served the purpose of home shopping satisfactorily. One can see the product display, their features, utility and can even compare products on popular compare sites likenaaptol.com. The growing BPO (Business Process Outsourcing) culture comprising of a huge potential crowd, work in night shifts and at odd hours. Shopping malls in India aren’t open 24*7 and they aren’t truly tapping this potential lot and serving their purpose. Thus home shopping becomes logical as the buyer has the flexibility of time and place at his convenience to make the right purchase without compromising on anything. Unlike the mall there is product categorization and the buyer has the option of choosing his seller on the basis of his requirements. Even local stores could be chosen for buying if a product requires heavy after sales service. Thus home shopping is a step ahead in shopping malls as it provides more comfort and easy accessibility without much effort. As they say, ‘It’s just a click away.’
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