How should I go about launching (/opening) of my women apparel store within a mall?

Brand name is Fairy’s – Tagline is ‘wear your magic’ (Location: Pakistan, South Asia)

The location of my store is such that the flow of people is very less in that area of the mall. Usually, brands higher some space in the mall, place a simple counter n shelves in there on the launching day to create brand awareness.I’m planning to do the same but I’m also thinking about involving the public and giving some incentives too. I’m not sure what can i do in terms of announcing incentives. I believe giving discounts on opening wouldn’t have a good impression on customers. So i was thinking to give discount in such a way they may not feel they’re given a discount instead announce a limited time opportunity as in ‘introductory price’. I also want do some activity, place a draw box and giveaway 5-6 dresses. A draw after every hour from 1pm-7pm.

What else should i do in the mall? draw coupons will help in gathering info on building potential customers list but what that activity would be for which they will fill the coupons? Any other innovative ideas?

All arrangements have been done; from branding to decoration. I’d be opening it any day next week.   I have chalked down few launch ideas:

a) hiring a space in the mall, place few mannequins and lace a shelf to hang a few dresses there to display to create brand awareness and location of the store within the mall. (they have this lobby in the mall where such activities can take place)

b) distributing flyers at main entrance of the mall

c) as for pricing I’m not giving any discount but stating ‘introductory prices’ for the first week, term may suggest that the prices would increase after one week (and has built-in discount)

d) after they’ve made purchase, we can ask our customers if they would like to have a cup of tea, coffee or a soft drink and giveaway them a coupon to avail at any  particular food chain within the mall.

What do you say? Is there any need to do more on the day of launch? Any thing interesting or different to stand out in the mall?

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Jay’s Answer: As I see it, there are 2 things you want to do:

1) Get people who are at the mall to visit your store, and
2) Get people who aren’t at the mall to your store

For (1), I suggest not handing out flyers, nor giving discounts or specials, but instead having a fashion show all day. For example, if you can hire a space in the mall, instead of using mannequins (which are easily ignored), have a raised stage with people doing a small fashion show (like a catwalk). Ensure you have a number of your friends around, and have them sit/stand around the stage. Nothing attracts attention like other people already watching something. The cup of tea, etc. is fine to do year-round, if that’s the sort of business you’ll be running – come shop, sit, stay.

For (2) that’s where you’d want to use flyers. But perhaps better, is to offer a special invitation for people who are at the mall to return another day and bring a friend. Perhaps food & a special (private) show for them. Or a series of shows, around different themes (by age, by special occasion etc.)