Mall Operators Should Create More Valuable Experience For Customers To Stay Competitive.

Date: 14 December 2012

Mall Operators Should Create More Valuable Experience For Customers To Stay Competitive.

KUALA LUMPUR (Bernama) - Malaysia's mall operators need to give extra focus on creating more value of experience for their customers in order to stay competitive in the industry. Kuala Lumpur Pavilion Sdn Bhd Director of Marketing, Kung Suan Ai said good experiences would provide customers "peace of mind" which translates to them returning to the mall.

"They must create good experience and build a lot of excitement that makes it memorable. Besides product variety and retail variety, shoppers will look into the good sense of facilities, services, comfort and security," she told Bernama after the ETP-Industry Talk: Malls of Malaysia-What's in Store dialogue session here Friday.

As one of the world's top ten largest shopping centres, Pavilion mall has attracted more than 30 million customers per year with 70 per cent of the target customers being local shoppers and the remaining 30 per cent international shoppers.

Asked on Malaysia being ranked as the fourth in CNN World's Top Shopping Destinations after New York, Tokyo and London recently, Kung said the report will create a lot of international awareness towards Kuala Lumpur as a preferred shopping destination. "By looking at this index, it is really a good benchmark for us to know where we are against some other greatest cities," she said, adding that this will also help with areas to improve.

Kung, who is actively involved in mall marketing and shopping tourism industry, is currently the Vice-President of the Malaysia Shopping Malls Association and a committee meber of the BBKLCC Tourism Association Kuala Lumpur.

By Zairina Zainudin

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