The Challenge
Phoenix Mall of Asia is the flagship property of Phoenix Mills Limited, India's largest retail real estate operator, with a portfolio of more than 15 million square feet. Located in North Bengaluru, Phoenix Mall of Asia is among the largest malls in Asia, housing hundreds of international and domestic retail brands across fashion, dining, entertainment, and lifestyle. Phoenix Mills is known for delivering among the highest shopper NPS of any mall operator in India, even at significant scale.
At the scale of Phoenix Mall of Asia, delivering personalised shopper experiences was a structural problem, not an intent problem.
Personalisation at scale. Phoenix had offline shopper experience teams responsible for personalised engagement, but one-to-one interactions at mall scale were not operationally sustainable. The volume of daily footfall made it impossible for any human team to deliver a consistent, personalised experience to every visitor.
Marketing without personalisation. Digital marketing campaigns from the mall team had scale but lacked personalisation. Broad communications did not account for individual shopper preferences, visit timing, or specific interests.
Fragmented shopper touchpoints. Shoppers had no single point of contact for the mall experience. Information about promotions, brand locations, dining reservations, and event bookings existed across separate systems with no unified access point.
Our Approach
Brahmastra Labs deployed a voice and WhatsApp AI concierge for Phoenix Mall of Asia - a single point of contact for shoppers across every stage of their visit.
Pre-visit planning. Shoppers could contact the AI before their visit to discover current promotions, plan their itinerary, and get recommendations tailored to their interests.
In-mall navigation. During visits, shoppers could ask the AI for directions from their current location to any store, restaurant, or facility within the mall. The AI used a detailed understanding of the mall's floor plans to provide accurate navigation guidance.
Deals and promotions. The AI was trained on all active retailer promotions and could surface relevant offers based on a shopper's stated preferences or browsing intent.
Booking and reservations. The AI integrated with Phoenix Mall of Asia's booking platforms for restaurants, movie tickets, and events, enabling shoppers to make reservations in a single conversation without being redirected elsewhere.
The Results
Following deployment of the Brahmastra Labs concierge at Phoenix Mall of Asia:
Shopper NPS increased by 35% following the introduction of the AI concierge.
The AI became the primary interface between shoppers and the mall, handling pre-visit planning, in-mall navigation, and post-visit follow-up within a single conversation thread.
Personalised engagement was delivered at full mall scale - with no proportional increase in staffing or operational overhead.
