Shopping and entertainment center Afimall

Having opened in late spring 2011 in the very heart of the capital's business life, the Afimall shopping center has undergone significant changes. The events of the last year have had a particularly strong impact on it. They have led to transformations in all areas of its work, from reconceptualization, launching a personalized loyalty program and interactive navigation to updating the list of tenants.

2019 was marked by major changes for Afimall. Its marketing strategy focused on working with regular customers and attracting new ones, using customer experience and creating the most comfortable atmosphere within the shopping center.

All this allowed Afimall to become something more than a large but ordinary shopping center. Now it is gradually turning from an ordinary place for shopping into a real social and cultural site where you can relax in an unusual format with your whole family.

Afimall's footfall in 2019 increased by 12% compared to the previous year, and sales increased by 14% LFL year-on-year. The overall sales growth over the past year was 23%. Such data indicate the steady development and transformation of Afimall's traffic into purchases.

The constant improvement of the MIBC infrastructure, the opening of offices of famous companies in new skyscrapers, the presence of government ministries, active settlement of apartments and good transport accessibility lead to an increase in the mall's traffic. Today, its target audience is active, wealthy, modern people.

In the current 2020, it is planned to open a passage through the 3rd floor of the shopping center to the city square of the business quarter. This will provide additional opportunities and facilitate movement around Moscow City, which will certainly lead to an increase in traffic to the mall.

Reconception

The management of Afimall carefully studied the needs of customers and traffic flows. As a result, the space of the shopping center underwent structural changes in the form of moving the façade line of shops of the central atrium.

Thanks to this solution, the retail space increased, and such stores in the central atrium as COS, IQOS, Guess, Kiko Milano and others received spacious and well-lit premises with an open entrance area.

Visual design

A unified style concept is being formed in the Afimall shopping center, which will ensure the integrity of its perception. The results of surveys conducted among visitors allowed not only to develop a corporate pattern, but also to improve navigation panels. In addition, work was carried out to change the nature of lighting in the premises, which increased the comfort of staying in the shopping center.

Afimall Brands

Over the past year, the composition of the tenants of the Afimall shopping center's retail premises has changed significantly. Now it is dominated by brands preferred by active, successful, goal-oriented people. Such buyers usually often travel abroad, are well versed in modern global trends, and strive for constant self-development. Therefore, the quality of goods and saving time on shopping are very important to them. All this was taken into account in creating the current Afimall concept.

For tourists who decide to visit the Afimall shopping center and make purchases, many stores have a special Tax Free offer. They can be found by special icons.

It was in Afimall that the first COS clothing store in Russia opened. It houses a small IKEA store, the first flagship Carl Zeiss optics store, and a full-size M.Video store, which is quite popular among visitors.

You can also update your wardrobe in Afimall and treat yourself for the holidays in:

• PINKO;

• G-Star Raw;

• UNIQLO;

• 12 Stores;

• Maje;

• Boggi Milano;

• Twinset;

• I am Studio;

• Ekonika, etc.

Since there is a trend towards an increase in the age of buyers, there is a need for children's stores. Accordingly, Afimall has taken measures to expand the children's segment. Gap Kids opened within the walls of the shopping center, and the first children's TSUM Discount appeared.

Afimall initially had a developed beauty industry, but with the new changes, in addition to the long-standing “Golden Apple”, such well-known chain stores as L’Etoile, RIVE GAUCHE and Lord&Berry began their operations here.

The opening of a number of restaurants also could not leave Afimall visitors indifferent. Now you can relax in Meat Up, Z Kitchen, Sanders Grill (KFC), Misha Fisher in Jaffa, Shvili, etc. Fans of a healthy lifestyle will also find a suitable corner for themselves in Afimall. Bowlers Fresh Bar was opened especially for them. And lovers of aromatic pastries will definitely be pleased with the products from the famous brand Cinnabon.

Digitalization

"Moscow-City" is the center of everything modern. Afimall is also not lagging behind in development and introduces digitalization with the help of AR technologies. Since smartphones and other gadgets have become an integral attribute of a modern person, Afimall not only created its own mobile application, but also constantly improves it.

As a result, the AFICLUB loyalty program was introduced. It involves accumulating points for purchases made and the possibility of exchanging them for gifts. Thus, all areas of the buyers' lives are involved, and unique services and pleasant gifts make the program interesting for everyone.

AFICLUB is not just a club program, it is an opportunity to better understand customers and find an individual approach to each one. It allows you to select high-quality, interesting offers for a specific customer and expand the scope of their interests. Today, the application is actively and regularly used.

Digitalization has reached offline in the form of interactive navigation around the shopping center with elements of gamification and streaming video. One of two characters interacts with Afimall visitors – Rita or Sasha. You can communicate with them by voice or by keyboard, as you choose. Both characters have a human appearance and effectively help navigate in space. They will not only tell you where the store you are interested in is located, but will also help you build the most convenient route in the form of a 3D route on a map or a voice prompt indicating the correct path.

This system establishes personalized contact with visitors and introduces a friendly element into communication.

Positioning

Afimall always hosts a wide variety of seasonal events. Their advantageous difference from the events planned by competitors is their unique content. Their goal is to attract additional traffic, but not ordinary observers and lovers of free prizes, but directly to the target audience, i.e. wealthy, successful people. Therefore, each event is not only interesting, but also organized taking into account the interests of Moscow City residents.

Thus, in 2019, a major Wellness&Beauty festival was held here. Within its framework, visitors were offered free yoga classes, fitness trainings and lectures by recognized experts in the field of healthy lifestyle and beauty industry.

In the summer, the City Camp for Children operated in Afimall, which significantly helped the employees of the Moscow City towers to organize their children’s leisure time during the holidays and work fully.

Then fashion events were held in Afimall, and the “Gifts for Purchases” campaign was timed to coincide with the New Year holidays, in which every buyer could take part. Unique New Year trees were organized for children, which were held on the 6th floor in Skylight.