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)