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DLF Shopping Malls plans to launch its discovery app ‘Lukout’ in a few weeks to offer tech-savvy consumers a seamless “phygital” shopping experience.
The app will be integrated with the virtual storefronts of brands that have a presence in the company’s malls, enabling customers to browse online and get real-time offers from brands.
Pushpa Bector, Executive Vice-President and Head, DLF Shopping Malls, said: “ With the rise in the number of malls and growing accessibility to brands through various touch points, consumers are now increasingly looking at convenient and unique shopping experiences. We want to be at the forefront of enhancing our evolving consumers’ shopping journey by adopting the ‘phygital’ approach. This will help us interact digitally with our consumers and drive loyalty.”
The company will launch ‘Lukout’ early September at the India Retail Forum, and work on getting its brand partners on board. It will then launch the app for consumers in October in time for the upcoming festival season.
Besides being able to browse stores virtually and get relevant real-time offers, the experiential platform will offer a host of other services such as curated fashion trends, concierge and valet services at the malls and will enable digital parking payments among others.
The company has tied up with Alibaba for cloud services and collaborated with Hogarth for developing the platform.
Bector said: “We are targeting one million downloads for the app in the first year, which will positively impact our footfalls and sales. In the next three years, we hope to digitally acquire 3.8 million consumers on the Lukout app.”
The company embarked on the digitisation strategy about a year ago and has also started offering free wi-fi services in some of its malls.
Consumer insights
The company is also making significant investments in setting up digital infrastructure to gather consumer insights through data analytics, for which it has tied up with German firm Minodes. This will help the company gather key data points by mapping consumers and analysing their shopping patterns.
“This will help us make relevant leasing decisions, plan more effective marketing strategies and activations as well as arm our retail partners with key buying behaviour insights,” Bector said.
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