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Crossroads Luvgun

Crossroads Luvgun

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Published by Luvgun Miglani

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Published by: Luvgun Miglani on Sep 25, 2011
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06/06/2014

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Crossroads- Retailing Lessons

Crossroads was launched by Piramal enterprises in 1999 with the concept of “shoppertainment”. Piramal enterprises wanted to deliver to the consumers a good shopping experience with other entertainment activities. Crossroads was developed as an answer to malls like London’s Harrods or New York’s Macy’s. The mall resided 150 stores including Piramal’s in house store ‘Pyramid’. Other than giving the consumers a good shopping experience, the mall aimed at other entertainment mediums like a gaming zone which was unique in its very own way. Crossroads was expected to begin a new era in Indian shopping but on the flip side Crossroads infrastructure came under immense pressure. The projected footfalls for the mall were only 10,000 but the mall saw 30,000-40,000 people walking in during weekdays and reaching to a lakh during weekends. However the mall had only targeted the posh crowd of Mumbai and it did not turn out to be that way for Crossroads and thus to prevent other people from entering the mall, they put a notice clearly stating that people could only enter if they had a cell phone, credit card, visiting card and student id card. Well according to me this was not a good strategy for them. Crossroads did have a first mover advantage in the malls era but they only restricted themselves to the posh crowd and thus other common beings were insulted. Due to this the mall did not survive in the long term as most of the tenants opted out of the mall and the only tenants who stayed back were the anchor tenants, Mc Donald’s and Pantaloons. The strategy that the mall followed was not up to the mark as crossroads lost all its major tenants including the crowd that came to visit the mall. They could have opted for other things to keep the lower and middle strata of the society away from the mall. The mall resided within itself Pantaloons and Mc Donald’s which were seen to be for the middle class but the mall as a whole targeted only the posh crowd. This is also where the strategies failed, thus leading to dual loss of tenants and traffic. 1. Do you think defining target segment is very important even for a mall? Where do you think crossroads failed to do so? 2. Even after crossroads was taken over by future group and renamed to subo central, do you think that the Indian consumers especially the middle class would want to go the same mall again which at one point of time insulted them? What measures do you think the mall should take in redefining its image?

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