SHOPPING CENTRE MARKETING

By Anthony Dylan Anak Frankie Jurem

The most exciting part of working in the shopping centre industry has always been in Marketing. I took the bold step into marketing when I took my B. Commerce degree with a major in Marketing from Curtin University way back in 1993. I always loved the psychological aspects the Marketing Major provided.

That allowed me to land my first job with the Lion Group in 1996 when the first question posed to me by the General Manager was, “What is shopping to you”. I got the job at Subang Parade in 1996 and made the iconic shopping centre my second home until 2014.

Shopping centres would always remain an important space because they combine shopping, dining, entertainment, and social interaction in one convenient location. Today, however, consumers expect more than a place to buy products. They want memorable experiences, personalized offers, convenience across digital and physical channels, and reasons to return regularly.

The classic Marketing mix consisted of Product, Place, Promotions and Price. When it came to services Marketing, we were taught it added People, Process and Physical Evidence into the mix which became the 7 elements of Marketing.

This shift means that marketing for a shopping centre must go beyond traditional modes and focus on building long-term relationships with visitors while helping tenants increase sales. The key results and objectives of Marketing in a shopping centre are Sales and Footfall. Footfall is useless if these cannot improve sales of the tenants within the shopping centre. Footfall conversions into sales for each retail store category are key.

Recent retail trends highlight the growing importance of experiential retail, omnichannel engagement, and data-driven campaigns in attracting footfall and increasing dwell time. A strong shopping centre brand is also essential in marketing. We must ensure we have an emotional connection with the community. The shopping centre needed to have soul. A shopping centre is not simply a building with many shops; it is a destination with its own identity, atmosphere, and promise to customers.

Clear branding helps customers understand what the centre offers and why they should choose it over competitors. It creates a strong positioning statement. Branding is communicated through the centre’s design, advertising messages, events, tenant mix, customer service, and online presence.

When all these elements are consistent, the shopping centre becomes more recognizable and more memorable to the public. In a highly competitive retail environment, a strong brand identity gives the property a distinct position in the market and helps build loyalty over time. This was why Subang Parade since 1998 in the first 2 decades held strong against the likes of new entrants in Subang Jaya. She evolved and remained relevant to the market.

Collaboration with tenants is another major part of successful shopping centre marketing. As the performance of the shopping centre depends on the performance of its tenants, management must work closely with retailers, food and beverage operators, service providers, and entertainment brands to create joint promotions and shared campaigns.

We created a back-to-school campaign which involved schools, bookstores, sports and stationery shops and family restaurants. We learnt from Australia. We also conceived the popular signature Festival of Magic, English Inter-School Choral Speaking, Patriotic Inter-School Choir competitions. These all provided unique connections with the community.

A campaign that can unite many tenants under one theme, creating a stronger overall message than separate promotions would achieve. This collaborative approach helps increase sales for tenants while strengthening the shopping centre’s overall appeal. It also ensures that marketing activities are relevant to real consumer needs rather than being designed in isolation.

Promotional campaigns remain important, but they need to be more strategic than simple discount announcements. Shoppers today are value-conscious and compare offers quickly, especially when they can access promotions through social media, e-commerce platforms, and price comparison habits.

For this reason, a shopping centre should combine price-based promotions with added-value experiences such as member rewards, limited-time bundles, gift redemptions, contests, or exclusive event access.

In Malaysia, festive periods such as Hari Raya, Chinese New Year, Deepavali, Kaamatan and Gawai, school holidays, and year-end celebrations provide major opportunities for themed campaigns that attract families and encourage repeat visits.

Promotions that reflect cultural relevance and value for money are more likely to succeed, especially when customers are already planning seasonal purchases. The most effective strategy is experiential marketing. Shopping centres that host seasonal festivals, live performances, pop-up markets, children’s activities, wellness events, and community events create stronger emotional connections with visitors.

These activities transform the mall from a transactional place into a lifestyle destination. When people associate a shopping centre with enjoyable experiences, they are more likely to stay longer, spend more, and share their visits on social media.

Subang Parade launched a daring “It’s Our Music! It’s our Fashion! It’s Our Place!” campaign when the new logo and tagline was launched. An after-hours rock concert with Single Track Mind and Disagree headlining till midnight was unheard of. We dared to go where no one did.

When a shopping centre becomes part of an online or offline conversation, it gains relevance among not only the younger and more digitally connected audiences but to the elderly. In this way, social media and word of mouth are no longer just communication channels; they become part of the shopping centre experience itself.

Customer service and convenience should also be considered part of marketing because they shape the visitors’ overall perception of the shopping centre. Successful shopping centre marketing depends on understanding the local market.

In Malaysia, consumers are increasingly mobile-first, digitally connected, and influenced by social commerce, value-driven spending, and festive campaigns tailored to diverse cultural communities.

This means shopping centres should design promotions that reflect local preferences, celebrate major cultural seasons, and offer value without compromising the visitor experience. Data-driven marketing also plays a leading role. By analysing foot traffic, campaign response, and shopper preferences, management can segment audiences more accurately and create targeted campaigns. Marketing teams can then adjust events, tenant promotions, and communication channels based on evidence rather than guesswork.

A shopping centre that understands its customers, supports its tenants, offers convenience, and delivers memorable experiences can stay competitive in a crowded retail market. As consumer expectations continue to change, centres that remain adaptable, customer-focused, and innovative will be better prepared for long-term success.