This case study offers valuable insights into the challenges faced by Crossroads, a

retail mall launched by Piramal Enterprises in India during the late 1990s. Here's a
breakdown of the key issues and potential strategies:

Challenges:

1. Entry Restrictions: Implementing entry restrictions based on possession of

specific items like credit cards or mobile phones led to a significant drop in
footfall and alienated potential customers.
2. Infrastructure Strain: High footfall strained the mall's infrastructure, leading
to long queues and crowded aisles, which affected the shopping experience
negatively.
3. Tenant Dissatisfaction: Some tenants, particularly those with traffic-
dependent businesses like bookshops and music stores, faced declining sales
and opted to leave due to falling foot traffic and high operating costs.
4. Management-Tenant Relationship: Tensions arose between mall
management and tenants, with tenants feeling neglected and prioritization of
the in-house store over the mall's overall success.

Strategies:

1. Customer-Centric Approach: Focus on enhancing the customer experience

by removing entry restrictions and addressing infrastructure challenges to
attract and retain visitors.
2. Tenant Engagement: Foster better communication and collaboration
between mall management and tenants to address concerns, improve tenant
satisfaction, and align on strategies for driving foot traffic and sales.
3. Diversification and Adaptation: Explore diversification strategies such as
introducing new product categories, adjusting tenant mix, and optimizing mall
layout to better cater to customer preferences and market demands.
4. Expansion and Innovation: Explore expansion opportunities, such as
establishing new outlets in strategic locations and introducing innovative
concepts like Crossroads E Zone to attract a wider customer base and
differentiate from competitors.

Evaluation:

1. Customer Feedback: Seek feedback from customers to understand their

preferences, pain points, and expectations, and tailor strategies accordingly to
enhance customer satisfaction and loyalty.
2. Market Research: Conduct market research to identify emerging trends,
competitor strategies, and opportunities for differentiation and innovation in
the retail landscape.
 3. Performance Metrics: Monitor key performance metrics such as footfall,
sales, tenant occupancy rates, and customer satisfaction scores to assess the
effectiveness of implemented strategies and make data-driven decisions for
continuous improvement.

By adopting a customer-centric approach, fostering better collaboration with

tenants, diversifying offerings, and embracing innovation, Crossroads can overcome
its challenges, drive sustainable growth, and position itself as a leading destination
for retail and entertainment in the Indian market.