Creative market ups mall’s footfall


  • Metro News
  • Friday, 08 Mar 2019

Artbox Malaysia was co-hosted by Sunway Pyramid to attract new shoppers and fulfil the potential of Sunway City.

SUNWAY Pyramid has seen an increase in unique visitors, thanks to the opening of several flagship shops and new brands, as well as co-hosting the Artbox Malaysia creative market.

Amid a more cautious economy, Sunway Malls revealed that its flagship mall has been enjoying higher footfall since the last quarter of 2018.

In general, malls in Malaysia have at least four peak cycles: Chinese New Year, Hari Raya, Christmas and May-June school holiday weekends.

To remain relevant yet sustainable, Sunway Malls executed a strategy to create another peak cycle for footfall through international collaborations.

“Last year, cautious consumer sentiments encouraged us to think out of the box by creating more purposeful visits to our malls.

“As a mall owner-operator for over 20 years, we knew there was an upside to capitalising on the non-peak periods for traffic arrivals for sustainability of the business.

“Last year, we co-hosted Artbox Malaysia, the first in the country, to attract new shoppers and fulfil the potential of Sunway City simultaneously,” said Sunway Malls & Theme Parks chief executive officer HC Chan.

Sunway Pyramid saw a 30% increase in footfall during the Artbox Malaysia weekends in November.

The mall also registered a general 20% growth in sales during the same period.

“International attractions like Artbox have proven to be able to draw good footfall, and there was tremendous spillover effect to Sunway Pyramid.

“Our observations showed good patronage pre and post ArtBox visits when there was higher frequency of dining activity,” Chan said.

The mall also picked up greater spending, which saw a 20% sales growth throughout fashion, beauty and F&B trade categories.

Sunway Pyramid saw a 12% sales growth in January this year, compared with the same period last year.

Chan said there were several factors that contributed to this growth.

“The trigger was Artbox Malaysia. It brought us new visitors or shoppers who have not visited us for the past year.

“Weeks after that, we opened flagship stores and F&B shops such as Pull & Bear, Ippudo, Din Tai Fung and Family Mart. We also brought in Tiger Sugar and Moomin Bubbles, the first stores in Malaysia.

“We will also be seeing the opening of Hai Di Lao, the first in Malaysia, in the second quarter of this year,” Chan added.

Sunway Pyramid also completed a refurbishment exercise that spanned 500,000sq ft, including the revamping by its three main anchor tenants – Aeon, Parkson and Pyramid Ice Rink.

The year-long refurbishment exercise also involved the rejigging of its trade zones to allow better space optimisation, notably in the beauty and F&B categories.

As a result, the development saw the opening of Laniege concept store that offers personalised do-it-yourself products and travelling kits unique to the mall, Innisfree superstore and Sulwahsoo store from Korean cosmetics giant AmorePacific Group.

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