Inside The Mall Group’s digital approach to customer satisfaction

It has introduced innovative services such as ‘chat and shop’ and ‘call to order.’

THAI retail conglomerate, The Mall Group, is leading a transformative shift in shopping through advanced digital technologies.

In an interview with Retail Asia, Voralak Tulaphorn, chief marketing officer of The Mall Group, shared how the company leverages personalised services, immersive digital interactions, and strategic consumer insights.

Integration of digital technologies

“The mall group has transitioned. We have obviously transitioned our online platform to be a bit more personalised in terms of shopping services and experience,” Tulaphorn said.

“Our team actually provides a one-on-one experience and also understands each customer’s unique preferences. So… when they want to make any new purchases, it helps them to actually have a quicker experience,” she added.

The process allows the retailer to tailor-fit the product and services for each individual and aids in building deeper connections with each customer.

Tulaphorn also cited the retail giant’s introduction of “chat and shop” and “call to order” — services that enable personalised interactions, cater to individual preferences, and enhance overall shopping efficiency.

Being a high-end department store, they cater to the crème de la crème of customers, offering a selection that’s not your everyday fare. Their merchandise can be seasonal, exclusive, and oh-so-differentiated, she said.

Then, there’s the trend towards omni-channel shopping amongst consumers, so marketing strategies need to be appealing to those increasingly seeking entertainment and engagement during their shopping experiences.

Tulaphorn said they have responded with such initiatives as live stream shopping events and augmented reality (AR)-enabled interactive features. These aim to fulfill expectations of an immersive experience to keep satisfied and loyal customers.

“That probably triggered them to buy more, and sometimes also triggered them to feel more relaxed and have a good time whilst they are making purchases,” she said.

Another trend discussed by The Mall Group’s marketing expert is the increasing demand on digital payments as many customers now pay via online.

“We have like QR payment… we have credit card, debit card and that actually made shopping online or social commerce even more convenient,” Tulaphorn said. “We are not an e-commerce company. We actually definitely work more offline. But what we also realised is that the customers are becoming more of the channel.”

Challenges and innovations

Challenges in the e-commerce space do stare them in the face. Tulaphorn identified high delivery costs as a significant hurdle. To mitigate this, The Mall Group encourages customers to utilise “click and collect” options, leveraging store visits for potential upselling opportunities.

She stressed the labour-intensive nature of AI implementation for personalised shopping experiences, emphasising ongoing efforts to optimise backend operations.

“There’s a lot of work at the back end that you have to do, so it’s quite a labour-intensive,” said Tulaphorn.

But The Mall Group is undaunted. She said they anticipate continued growth in digital payment methods and sustainability-driven consumer preferences.

In fact, they are preparing for further integration of AR and virtual reality (VR) technologies into their platforms to enhance customer engagement and streamline navigation within stores.