Infiniti Malls tests omni-channel approach, to open more outlets

By

Isabelle Crossley

Published
May 16, 2018

Infiniti Malls, home to many Indian and global fashion brands, are rolling out a number of omni-channel features and are currently testing out a number of digital strategies.

“Our omni-channel module is going through a final test, a final dry run,” the Senior Vice President of Infiniti Malls, Mukesh Kumar, told the Shopping Centre News Bureau. “The customer will have a choice of blocking the product online from the entire inventory of the store and picking it from the store offline,” he elaborated.

Infiniti Malls, which opened its first mall in 2004, has been increasingly turning to digital strategies for increasing mall footfalls. “We are among the first few malls in India that planned to launch a ‘click-and-collect’ model covering almost all stores present within,” explained Kumar. “We also plan to launch a more enhanced customer friendly loyalty program where earning and burning points will happen at the POS [point of sale] itself.” With malls questioning their status as online fashion shopping in India explodes, this is Infinity Mall’s way of addressing the issue.

Along with continuing to expand online services, the mall chain will also continue to introduce new brands into its malls. The business recently added the brands Columbia, W, Asics, Croma, and Cadini. Other mall openings could also be on the horizon and Kumar said: “We are looking to grow our portfolio in various other cities including Delhi NCR.”