new delhi developers should experiment and go beyond traditional retail services to make malls a onestop shopping experience benu sehgal mall head of dlf place at saket in new delhi also discusses the impact of online shopping in an exclusive interaction with etretails swarnpreet kaur tuli q what is the average daily footfall in your mall benu sehgal on an average 30000 to 40000 during weekdays and above 55000 to 60000 on weekends the conversion depends upon the tenant mix if a mall can provide a tenant mix that your demography wants the conversion rate will be high q what are your strategies to increase footfalls in your mall sehgal we have different themes and dcor for different times to offer shoppers a better shopping experience we offer our customers loyalty cards booking coupons and special discounts developers should also think beyond retail small services like courier service cobbler drycleaner and other nonretail services will help increase footfall and give malls a more holistic approach we would be coming up with that model very soon q what is the process to rent a store in your mall sehgal we have a team of five people who take care of leasing so we collectively thrash out all the proposals that come to us and map it to the places which are available we do a complete study of that retailer about how much the retailer makes per square foot which demography it would fit in and which category it belongs to so if we already have enough tenants in that particular category we will not give space to the retailer and put him in our databank even if it is globally renowned we do not disturb the equilibrium maintained in our malls q how should malls manage the tenant mix to maintain balance in a mall sehgal an equilibrium has to be maintained in the environment there has to be a certain percentage of food beverage beauty entertainment and fashion ideally a mall should have 1821 fb 15 entertainment 5 beauty and 15 fashion the moment you lose balance youll not be able to attract the footfalls you want to mall management is scientific you have to do a study of the demography q what makes a brand good or bad sehgal there is no good or bad brand it is only the acceptance of demography that makes a brand good or bad you have to study the demography and then select the brandcategory for your mall q is your mall profitable sehgal yes our mall is profitable yearonyear we have observed 3223 growth q is being surrounded by two other malls select citywalk and mgf metropolitan a boon or bane sehgal definitely it is a boon mgf and select are like our siblings we complement each other you can eat here shop there or shop here eat there there is no competition q with the boom in ecommerce what has been the impact on the demand for commercial space