Enjoy all-in-one shopping-recreation

Enjoy all-in-one shopping-recreation

JAKARTA (JP): Some shopping centers and malls in the capital
are trying to pamper local shoppers by providing a variety of
facilities, as shoppers visit these centers not only to shop but
also to have fun.

Several malls run facilities to attract visitors. For
instance, Megamal Pluit, North Jakarta, Supermal Lippo Karawaci,
Tangerang, Plaza Senayan, South Jakarta, and Mal Taman Anggrek,
West Jakarta, have specialized facilities to lure shoppers.

Plaza Senayan and Megamal Pluit have bowling alleys, which
attract more visitors on weekends and holidays. Supermal has an
indoor playground, which offers games and rides, such as a jet
coaster, and Mal Taman Anggrek offers ice-skating.

Shopping malls have turned into huge commercial centers which
not only provide stores, boutiques and supermarkets, but also
recreational facilities.

On weekends and holidays, more people visit big shopping
centers with their friends or families, and it is common to see
them there not for shopping but for fun.

Advertising and promotion manager of PT Senayan Trikarya
Sempana, the owner and operator of the prominent Plaza Senayan,
Natalia A. Hatma, said her company always tried to improve
facilities for the sake of visitors' comfort.

"We always want to offer something entertaining for visitors.
Plaza Senayan is well known for its entertainment facilities,
including a playstation center and cinemas as well as cafes. And
since the opening of the bowling alley earlier this year,
visitors have increased significantly," she said.

The Millennium Bowling Alley at Plaza Senayan is run by PT
Adya Kirana Agung. It includes bowling, billiards and a cafe and
operates from 10 a.m. until 1 a.m.

"New facilities are necessary to increase visiting time. On
average, a person may spend between six and eight hours in a
visit to Plaza Senayan, on say two hours for lunch, then two
hours for a movie and another two hours to play bowling or
billiards," Natalia said.

She said with the operation of the bowling alley, Plaza
Senayan had again set itself as the leasing one-stop shopping
center in the capital.

She said visitors were not just looking for something to buy,
they needed to have recreation, therefore, they came to malls
which offered some of the things they wanted.

Resilient

The demand in the retail sector was actually strong in the
country's property market. Compared to the office building and
leasing apartment sectors for examples, the retail sector is
growing at an exceptionally higher pace.

Several property consultants have predicted that given a
strong demand and an increase in rentals in the retail sector, a
number of construction projects would resume soon.

Competition in the retail sector remains healthy, as each of
the leading malls try to maintain its regular customers with
existing and diversifying facilities.

Mal Taman Anggrek, for instance, is always packed with those
who want to shop as well as those who want to have fun by skating
on the indoor ice rink.

Supermal Karawaci is also crowded with visitors who come not
to shop but also to entertain their children at its entertainment
center.

Since most malls are ideally situated near residential areas,
location plays a significant role in making shopping centers
packed.

Supermal Karawaci, Megamal Pluit and Mal Taman Anggrek are
situated in areas near housing complex. Therefore, the malls are
not really competing against each other in grabbing visitors .

It is understandable if customers have their own preference,
so, every mall has its own customers. Moreover, most of the malls
have the same tenants, like supermarket chains, optic and
boutique chains, beauty salons and other branded stores.

However, the malls must maintain their appearance to get even
more visitors desperately seeking new experiences. That's why
some malls undertake continuous renovations for a better look and
atmosphere. Other malls also try to attract visitors by promoting
themselves with a certain image. For instance, one mall hosts a
live talk show for a private television station, another holds
lives music featuring popular singers. Some other malls try to
grab customers by promoting themselves as centers focusing on
certain products like garments or Information Technology.

According to property consultant Colliers Jardine, certain
malls tend to attract similar kinds of retail businesses, a trend
that is likely to continue with the new shopping centers coming
into operation. For example, Harco Mas Mangga Dua and Glodok
Plaza focus on computer and electronics markets, while smaller
outlets from ITC Kuningan are dedicated to fashion retail. (I.
Christianto)