SMALL IS BIG
Varun Soni
Hindustan Times

Fashion designer, Vijay Arora, who also has a chain of Italian ice-cream parlours called Gelato Vittorio, recently opened two of these parlours in kiosks – one in MGF Plaza, Gurgaon and the other in TDI Mall, Rajouri Garden. However, he is not alone – a whole lot of fast food outlets like Pizza Hut, coffee, juice and icecream parlours like Costa Coffee, Tropical Smoothie, Mr Orange, Baskin Robbins, Creambells, watch makers like Fast Track etc. are taking up kiosks in malls as op posed to proper floor space.

For all these companies, small is BIG. Floor space is no longer the deciding factor — visibility is. And being located (either in the centre or at the corner of the mall) below the atrium gives them what they are looking for – walk-ins and a visibility that even bigger brands find difficult to garner. Of course, for the kind of products that they deal in, a kiosk works out to be much more cost-effective than a large floor space.

There are two types of kiosks — permanent and promotional. Perma nent kiosks are 8x8 feet and promotion al kiosks depend on client require ments. Says Amol Arora, ED, Emgreen Projects Limited, “In today’s com petitive market sce nario, kiosks play a role in sales and pro motion. Temporary in nature, kiosks and mobile pushcarts now fill many centrelines in shopping malls.

While their size de pends on the design of the malls or from site to site, their placement within the mall varies according to the avail ability of open area. Kiosks are generally located near the entrance gate or in other high density areas which have all-round visibility.” Adds fashion designer, Vijay Arora, “I opted for kiosks inside malls because they give my brand great visibility. They also work out to be a lot cheaper than leasing a proper shop space. Also, one does not have to invest too much in visual merchandising for the space.” Such deals work out to be advantageous both for the company as well as the developer. Says Kamal Taneja, MD, Taneja Developers and Infrastructure Ltd., “Apart from adding to mall revenues, kiosks attract consumer interest, leading to extended footfalls, which in turn may result in increased purchases from the mall. On the other hand, malls are the ideal location for kiosk owners to set up base as the mall population is varied, enabling each company to find its target audience.”

Further, companies get increased brand visibility and a better response from the desired audience. Adds Arora, “For mall owners, kiosks infuse the malls with colour and excitement, adding an informal spirit while providing an additional opportunity to earn extra revenue for a space that would otherwise remain unused. Kiosks offer customers the unique convenience of minimising time, eliminating hassles and accomplishing multiple errands. They often use prominent graphics and signages to promote products and services, effectively creating ‘top-of-the-mind awareness’ through high visibility. Kiosks can be intelligently and variously used by companies – like creating market excitement with regard to new products launches, consumer testing etc.” As far as rentals are concerned, they vary from space to space. However, they generally range between Rs. 50,000-55,000 per month. But, according to Taneja, companies do not take up kiosk space because it works out cheaper than floor space for the simple reason that the purpose of a kiosk is not fulfilled if it is a permanent feature in any given location.
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  • Originally Posted by ks2071746
    Dear friend,

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    ks2071746

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