Korum Mall engages its target group of women through new property
by EVENTFAQS Bureau | Marketing | July 1, 2013 | News
Korum Mall recently launched a property called Women on Wednesdays (WOW), in order to engage its target group of women. Korum's property is being ideated and executed by Everything Goes! Communications (EG). EG has previously worked on several Korum Mall activations.
Recognizing that women are an integral part of the mall's consumer statistics, WOW is an attempt by Korum to move beyond the consumer-mall transaction. WOW is an initiative towards a stronger, more enriched community. WOW, which began earlier this month, is an ongoing program and is taking place at Korum Mall in Thane, Mumbai. The mall records monthly footfalls in the range of 4-5 lakh per month.
Speaking about the initiative, Deva Jyotula, Centre Manager, Korum Mall, said: "WOW - Women On Wednesdays is a very thoughtful concept which reinforces Korum's positioning as a community centre. The objective of the mall is to establish a social connect initiative with the mall audience, which mostly comprises the Thane catchment. It will give the audience self development, learning and recreational reasons to visit the mall, apart from just for shopping. Since malls are also community centres to the catchment, such initiatives help towards a more tightly-knit community."
Aside from educational and recreational workshops, women can also benefit out of the various offers and discounts on Wednesdays. The mall has tied up with its retailers like M.O.D, Café Coffee Day, Panchvati Gaurav and Rhysetta amongst others as an extension of this property.
As part of WOW, women will also get an opportunity to display and sell their home made products through the Women's Bazaar. The Korum Chef competition is where ladies can register on the spot to participate in a culinary competition and showcase their best recipes. It saw more than 18 participants in the first round itself. Incidentally, the activities have been scheduled between the stagnant afternoon hours, such that women do not have to disrupt their daily routine. Two workshops called 'The Art of Food Presentation' and 'Creating Indoor Mini Garden.' got over 300 registrations. A 'Recycling Fashion' workshop is also underway.
Commenting on the initiative, Vjay Dewan, Chief Creative Guardian, Everything Goes! Communications said: "Women are a particularly expressive target group. They remember the smallest of experiences for a long time. WOW is an engaging and interactive platform to acknowledge their importance to the mall. The activities have therefore been devised keeping in mind all the things that can 'wow' her - be it cooking, shopping or developing her personality."
The setup involves display tables, mannequins, parcans, consoles with speakers and mic for the workshops; a kitchen setup for participants in Korum Chef; and a large, decorative stall for Women's Bazaar.
The mall's property - Women on Wednesdays - is being executed by Everything Goes! Communications.