Strategic marketing boosts WCT Malls tenant success

WCT Malls tenants see 22% sales increase in 2023

Amidst an era of shifting retail landscapes, WCT Malls has reported a 22% increase in sales across its tenants, escalating from RM1.2bil in 2022 to RM1.5bil in 2023.

Selena Chua, CEO of WCT Malls, said that this surge underscores a proactive strategy by the company to enhance shopper engagement and support its tenants effectively.

The secret to this success, Chua explained, lies in a deep understanding of consumer preferences, which has shaped the company’s tenant and marketing strategies. "Well, I think understanding our shoppers is very important, because knowing what they want has helped us to make sure that we have the right tenant mix in the mall," she said.

WCT Malls has adopted a diversified approach to marketing, tailoring campaigns to the unique characteristics of each mall, whether it's an airport location or one of the Paradigm Malls. Chua detailed how specialised events like the Garfield look-alike contest attracted niche groups to their malls. 

"That was really interesting because cat lovers, especially orange cat lovers and owners, all gathered at the two malls for the competition," Chua shared. This not only increased foot traffic but also significantly boosted spending within the malls.

Further exemplifying WCT Malls’ innovative approach are their themed retail events, which draw various fan bases whether it's anime cosplay or exhibitions like "Petz-A-Mania." 

Looking ahead, Chua emphasised the importance of staying adaptable to the evolving retail environment. With a large number of Singaporeans visiting their Johor Bahru locations and tourists frequenting their airport malls, understanding international and local trends is crucial. 

"We have to constantly pay attention to the trends overseas and also to the local changes," she stated, underscoring the need for continuous innovation in their promotional strategies and tenant mix.

WCT Malls also recognizes the shift towards digital payments, particularly among tourists. Preparing for this change is essential for maintaining competitiveness. "Our tenants need to be ready to accept WeChat Pay, Alipay, Union Pay," Chua explained, pointing out the necessity of accommodating the payment preferences of international visitors, particularly Chinese tourists accustomed to digital transactions.