On the first Sunday of June 2023, I had been to Thiruvananthapuram’s Lulu Mall. The visit reaffirmed the experience I had in my previous visits to Lulu Mall, Kochi. What caught my attention was the presence of customers in groups; hardly anyone was seen alone. The mall was predominantly filled with families, both nuclear and joint. Everyone appeared to be relaxed, without any sense of urgency. A cheerful atmosphere filled the air as people moved about freely and joyfully. In fact, my visit was with my own joint family, consisting of us, the grandparents, my son’s, and my daughter’s families, a total of eight persons, including three children below the age of six. We were completely immersed in the ambiance, and the children, in particular, moved about with uninhibited excitement.

My mind went back to a research report I had come across a decade ago. It was a study on shoppers’ behavior titled “Shop talk,” conducted in 2013 jointly by IIM-A, TNS, KiE Square, and Ogilvy Action. The study took place in two hypermarkets, Big Bazaar and Hypercity, spanning three cities. Its findings revealed that shoppers tend to spend more money when accompanied by their spouse, and the most when accompanied by both their spouse and children. Interestingly, the study also noted that shoppers spend less time examining the available options when accompanied by their spouse or spouse and children.

The mall serves as a platform to entice customers to bring their families and engage in a shopping experience that ultimately leads to increased purchases by customers and higher turnover for marketers. The mall offers a wide variety of stores, restaurants, entertainment and movie options. It is also easy to get around the mall, which makes it convenient for families with young children. It is designed to create an environment where families can enjoy and explore, ultimately encouraging them to spend more and contribute to the overall success of the business. The layout of the mall is such that those who intend to go to the entertainment zone will have to pass in front of the shopping outlets. Thus the entertainment and movie sections are located at the top floor.

Lulu mall, Kochi in its tenth year of operation has had 25 Crores visitors so far. No wonder they started a bigger mall in Thiruvanathapuram.

The service facilities at the mall are constantly improving. The parking area in Thiruvanathapuram is multi-level and provides direct access to the shopping floors. As we traveled to the mall with our three kids, we had concerns about the possibility of them getting lost in the crowd. However, to alleviate our worries, as soon as we arrived, the attendant at the entrance tagged each of our children. A sticker was placed on their backs containing a phone number to contact in case they were to get separated from us within the mall.

The mall’s central atrium, a captivating oval-shaped space, buzzes with activities on almost a daily basis. It hosts road shows of feature films, music albums, and other exciting events. During our visit, the central atrium showcased “Harmony of Hues,” a live painting exhibition by 40 celebrated artists, dedicated to Environment Day.

We made our way directly to the Lulu Hypermarket, which is operated by the Lulu Group and happens to be the busiest store in the mall. This particular outlet offers a wide range of products, including groceries, stationery, personal care, utensils, crockery, beverages, fruits, vegetables, fish, meat, dry fruits, confectionery, bakery items, and much more. They carry various national and international brands, ensuring a diverse selection for shoppers. Even the fruits available were sourced from different countries; on that specific day, apples were imported from 25 different nations. The prices of these goods varied greatly, catering to different preferences and budgets. Customers could freely choose products according to their own tastes and financial means, providing them with a truly international shopping experience.

Like many of the shoppers, we purchased ready-to-eat food items from the hypermarket and proceeded to the food court located on the top floor. Many even bought disposable plates and cups, allowing them to enjoy their meals conveniently within the food court premises.

There existed numerous high-end showrooms showcasing exclusive collections of renowned national and international brands, encompassing jewelry shops as well. Nevertheless, it was evident that these showrooms received relatively few visitors. Despite this, the presence of these brands could leave a lasting impression on passersby, potentially leading to favorable engagement with them at a later time.

In the age of online shopping and the convenience of home delivery services offered by most physical stores, it is truly remarkable to witness malls continue to draw in thousands of visitors, living up to their claim as the “world of happiness.” Even though customers spend their hard-earned money, the experience brings them joy. Unquestionably, marketers delight in the sound of money filling their coffers. It is worth noting that the Lulu Mall in Cochin ranks seventh among malls in India, according to one ranking. What we observe here represents only a fraction of the substantial changes taking place within the realm of the retail market.

The Lulu malls are currently in the midst of an expansion phase, with plans for new openings in Calicut, Palaghat, Trichur, and Kottayam in Kerala. This expansion brings forth an important question regarding the long-term sustainability of the “world of happiness” they promise to deliver. Sustaining this happiness relies on the establishment of mutually beneficial outcomes for both buyers and sellers, encompassing not just financial gains but also other advantages. It is crucial to ensure a harmonious and balanced relationship that benefits all parties involved in order to maintain the enduring happiness that Lulu malls strive to provide.

The shopping mall provides an inviting opportunity for researchers to delve into the mind and behaviours of shoppers and marketers.

—————————————