CapitaLand changing with the times, pushing its omnichannel strategy

APART from causing a shift in consumption habits, the pandemic brought a significant impact on many businesses and industries as Malaysians tend to opt to stay at home due to the need to adhere to standard operating procedures and the risk of COVID-19 infections still in the air.

With that in mind, CapitaLand Malaysia is leveraging on the trend as part of its omnichannel strategy to help Malaysians adapt to the new normal, by being the first mall operator in the country to have seven malls within its portfolio onboard Grab’s Malls by GrabMart platform.

Eddie Lim

“In the midst of the COVID-19 pandemic, it is vital to have a holistic omnichannel strategy that seeks to offer value-added services to support the needs of our shoppers as well as retailers, both online and offline. The situation at hand has become a catalyst for greater adoption of digitalisation in the Malaysian retail sector,” said CapitaLand Malaysia head of retail Eddie Lim.

The seven malls comprise Queensbay Mall in Penang, Melawati Mall in Taman Melawati and five owned by CapitaLand Malaysia Mall Trust – Gurney Plaza in Penang, a majority interest in Sungei Wang Plaza in Kuala Lumpur, 3 Damansara in Petaling Jaya, The Mines in Seri Kembangan and East Coast Mall in Kuantan.

With more than 50 CapitaLand tenants listed on Malls by GrabMart, shoppers can mix and match their orders from different stores in the same mall and have the orders delivered and pay only one delivery fee.

“We introduced the concept of instant retail to help Malaysian retailers (SMEs and chains) continue serving their customers at home,” commented Grab Malaysia head of commercials JJ Tan.

“This would definitely be a much safer and cost-efficient way to purchase a variety of items from different shops from the same shopping mall,” Tan continued.

To complement the shopping experience, shoppers can continue to enjoy added rewards on CapitaStar, CapitaLand’s multi-store and multi-mall cardless rewards programme.

Shoppers can register for free via the CapitaStar mobile app and collect points with a minimum purchase of RM30 from retail outlets at CapitaLand malls and to exchange them for cash e-vouchers (known as STARVouchers) and other rewards. – April 9, 2021

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