Real estate conglomerate DLF is preparing to transform its mall or organized retail platforms into an experience labeled phygital or the combination of artificial and physical intelligence backed digital connect. The new experience will be started off with the re-launching of Cyber Hub as the Cyber Hub 2.0. Cyber Hub was launched in the year 2013 and is located in Cyber City in Gurgaon. It is one of the four organized retail properties owned by DLF in Delhi-NCR. The exclusive phygital experience is an application based on artificial intelligence, which helps customers navigate through the physical spaces and also adds to the overall discoverabiltiy of potential experiences and brands for visitors. There are 80 retailers present in Cyber Hub and Cyber Hub 2.0 will have 14 more brands added to the lineup.
Cyber Hub witnesses footfalls of at least 40, 000 people every day and is located within a catchment area of 3 lakh people working in the offices nearby. According to the Central Head of Marketing-DLF Shopping Malls, Vardhan Chauhan, a digital application and virtual concierge service is being launched and visitors to Cyber Hub 2.0 can easily talk on a chatroom on the smartphone and get all desired information before even visiting the mall physically. This will also enhance overall brand discoverability and is definitely a futuristic step for organized retail according to him.
The company is aiming to tap in excess of 5 million consumers over a period of 3 months with the re-launch of Cyber Hub 2.0. Revenue growth is expected to surpass 20% over the entire campaign period and brands like Bombakery, iHop, United Coffee House, Drunken Botanist, Pra Pra Prank, Papparoti, Too Indian and Potbelly will be part of the lineup at Cyber Hub 2.0 now.
