Using the mantra “low budget, high impact”, Sunway Shopping Malls director of marketing Phang Sau Lian said Sunway Giza’s marketing team has to learn how to maximise resources to create a high impact marketing campaign.
“Sunway Giza is a personalised mall where tenants provide personalised service and products like beauty and wellness, food and beverage, health and fitness, gifts and hobbies, and digital lifestyle. Village Grocer serves as its anchor tenant.
“The tenant line-up reflects its positioning as a neighbourhood mall, where people will be focused on what they want to do, whether grocery shopping or running an errand,” said Phang, whose office oversees Sunway Giza in Kota Damansara, Sunway Pyramid in Bandar Sunway, Sunway Carnival in Penang and Sunway Putra Mall in Kuala Lumpur.
Sunway Giza, which opened in mid-2009, is targeted at the mid- to upper-scale market.
Only Block D, where the mall is located, and the Boulevard public are managed by the Sunway Group.
“As Sunway Giza is a small-scale shopping mall, space and resources are limited and its marketing budget is small. Visual merchandising decorations are used to enhance the mall’s offerings and create a nice ambiance and mood for shoppers,” said Phang.
“We look into three aspects when it comes to visual merchandising - festival theme, suitability and connectivity to surrounding community.
“The team will study themes previously done by nearby malls to avoid repeating the same theme, and adapt the visual merchandising materials according to space availability.
“Basic structures and smaller decorations like Christmas ornaments are recycled. However, even when the decorations are reused, we put in modifications like adding new ornaments or using a different colour theme to create a fresh look.”
Phang said Sunway Giza has a marketing budget of about RM600,000 a year, of which visual merchandising constitutes less than 50%, as other marketing elements like redemption programmes, leaflets, collaterals and banners also have to be considered.
“It is a challenge for the team to utilise the limited resources they have to attract people to the mall,” she said.
“We try to synergise with other malls under the Sunway Group in terms of creative concept and materials, like using similar themes with last year’s ‘Wau Raya’ theme for Hari Raya at Sunway Pyramid and Sunway Giza.
“One advantage that we have is that the decorative materials can be recycled among the malls, such as Sunway Giza using those previously used by Sunway Pyramid.”
Phang said sharing visual merchandising materials offers some form of savings, not to mention design time and manpower.
“It would be a waste if the visual merchandising materials are discarded, as they are still nice and usable. Plus recycling is good for the environment,” she said.
“Hence only a small storage space is required on-site to keep the decorations until their next use.”
Phang said the mall also partners with external event organisers for events like Mother’s Day or to host activities at Sunway Giza.
“The partner will rope in more vendors that complement the offerings at Sunway Giza, or bring good quality activities and programmes to draw the crowd to the mall,” she said.
“While visual merchandising is done internally, the personnel at Sunway Giza also has support from the team at Sunway Pyramid for bigger festivals, or external event organisers for selected events and programmes.
“The amount of decoration materials that are recycled would depend on a case to case basis, as some festivals use completely new decorations while others have about 70% materials that are reused.
“Nevertheless the challenge is also on the team to plan their marketing campaigns well and do things more efficiently,” said Phang.