Ritu Mehta, Centre Director – Phoenix Mall of Asia & Senior VP marketing South, Leads Retail Revolution at Phoenix Mall of Asia: Pioneering Inclusivity and Innovation
In the ever-evolving landscape of retail, innovative strategies are paramount, especially in the post-pandemic world. Ritu Mehta, Centre Director at Phoenix Mall of Asia and Senior VP of Marketing for the South, is at the helm of this transformation. This interview explores how digital innovation and a commitment to premium customer experiences are reshaping the retail environment at Phoenix Mall of Asia.
As a leader with significant influence in the retail sector, how do you envision the future of retail marketing in the post-pandemic era?
A In the post-pandemic era, I envision a future where the mall experience reigns supreme, reaffirming its status as the pinnacle of in-person shopping. At Phoenix Mall of Asia, we pride ourselves on offering the ultimate in-mall shopping experience, and we have strategically enhanced this experience while prioritizing the safety and well-being of our customers. Our unwavering commitment to excellence has led us to implement innovative measures that seamlessly integrate safety protocols without compromising on the superior customer experience we are renowned for. As we look ahead, we foresee a retail landscape where malls serve as vibrant hubs of activity, offering unparalleled convenience, luxury, and safety to our discerning clientele.
• Phoenix Mall of Asia is known for its premium customer experiences. Can you discuss some of the innovative strategies you’ve implemented to enhance customer engagement at your malls?
A : Innovative Strategies for Customer Engagement : Phoenix Mall of Asia is synonymous with premium customer experiences, and we continually strive to elevate these experiences through innovative strategies. From curated pop-up events featuring luxury brands to exclusive VIP lounges and personalized shopping services, we are committed to offering unparalleled experiences that go beyond traditional retail. Our customer experiences start from the moment they step into the mall because some exclusive parts of the mall are curated for elevated customer experience. Our Luxe Atria with its breath-taking feature wall standing 4 floors high perfectly embodies the mall’s nature of opulence, then we have Eden Arcadia which is a colossal 5 storey feature with cascading LED waterfalls resembling the Garden of Eden, followed by The Oasis which is the central atrium that allows our visitors for an escape into nature and is fringed by international cafes like Perch, Andreas, Starbucks, Tim Hortons, Thirdwave Coffee, Fyole Café and many more. Along with them we also have our inhouse Fanpark for stellar shows and events along with a food court named Foodthopia that elevates dining experience to a whole new level. Our focus on experiential marketing extends to digital platforms as well, with interactive social media campaigns followed by our engaging events targeting different age groups and demographics at large.
• With digital transformation reshaping every industry, including retail, what steps has Phoenix Mall of Asia taken to integrate digital solutions in enhancing shopper interaction and operational efficiency?
Integration of Digital Solutions for Shopper Interaction and Operational Efficiency : Digital transformation is reshaping the retail landscape, and at Phoenix Mall of Asia, we are at the forefront of leveraging technology to enhance shopper interaction and operational efficiency. From implementing contactless payment systems, deployment of FASTAG and ALNPR at the mall entry and exit for enhanced customer experience, and QR code-enabled menus to deploying AI-powered chatbots for customer service, we are continuously exploring innovative digital solutions to streamline processes and deliver exceptional experiences. Our investment in state-of-the-art infrastructure and robust IT systems underscores our commitment to embracing digital innovation and staying ahead of the curve in an ever-evolving industry.
• Sustainability is becoming increasingly crucial in the retail sector. What initiatives have you championed at The Phoenix Mills Ltd to promote environmental and social sustainability?
Promotion of Environmental and Social Sustainability Initiatives : At The Phoenix Mills Ltd, we recognize the importance of sustainability in the retail sector and have championed various initiatives to promote environmental and social sustainability. From adopting energy-efficient practices and implementing waste reduction measures to supporting community development projects and promoting ethical sourcing practices, we are committed to minimizing our environmental footprint and creating positive social impact. Our sustainability initiatives are integral to our business strategy, aligning with our core values of responsibility and stewardship.
• Could you share insights on your journey from your initial roles to becoming a senior vice president at The Phoenix Mills Ltd? What challenges did you face, and what accomplishments are you most proud of?
Journey from Initial Roles to Senior Vice President : My journey from my initial roles to becoming a Senior Vice President at The Phoenix Mills Ltd has been marked by challenges, opportunities, and significant milestones. I have had the privilege of working with a talented team and visionary leadership, who have supported my professional growth and development every step of the way. Along the journey, I have faced challenges that have tested my resilience and determination, but each obstacle has been a learning experience that has contributed to my personal and professional growth. I am particularly proud of the strategic initiatives I have spearheaded, the relationships I have cultivated, and the impact I have made on the organization’s success.
• As a successful woman in leadership, what advice would you give to young women aspiring to similar roles in the retail and marketing industries?
Advice for Aspiring Women in Leadership : As a successful woman in leadership, my advice to young women aspiring to similar roles in the retail and marketing industries is to believe in themselves, embrace challenges as opportunities for growth, and cultivate a strong support network. Be authentic, stay true to your values, and never underestimate the power of perseverance and resilience. Seek out mentors and allies who can offer guidance and support, and don’t be afraid to advocate for yourself and others. Remember that diversity and inclusion are essential drivers of innovation and success, and your unique perspective and experiences are valuable assets in shaping the future of the industry.
• Are there any upcoming projects or expansions you can disclose that are particularly exciting for The Phoenix Mills Ltd?
While I am unable to disclose specific details at this time, I can assure you that The Phoenix Mills Ltd is continuously exploring exciting projects and expansions that will further elevate our offerings and solidify our position as a leader in the retail sector. Stay tuned for announcements in the near future as we continue to innovate and expand our presence in key markets.
• How have the recognitions and awards you’ve received over your career influenced your professional path and leadership style?
