What: The interview of Pavilion Malaysia’s CEO, Joyce Yap.

Why it is important: Experience is now a must-have on all markets across the globe, and no retailer is spared with the necessity to address the omnichannel topic, wherever and whatever the culture.

Even though 2020 has been a challenging year, Pavilion is expecting a rebound in terms of traffic and turnover, based on previous experiences (1997, 2007), the short-lived reopening period in June 2020 (traffic went back to 75-890% of 2019 levels and turnover to 50-60%) and what is happening in China with revenge shopping.

The challenges were not on the tenancy rate (which remained stable thanks to newcomers) but internal negotiations with brands led to putting Pavilion’s cash management on a tight rope.

Malaysian customers are now asking for personalisation and experience, like in the rest of the world. For that reason, Pavilion is planning to use technology to leverage that aspect of the business and know better their customer. This also translates into making e-commerce a complement to brick & mortar which, in Yap’s view, is here to stay due to the customers’ hunger for experience. However, omnichannel, like in the rest of the world, is not anymore a question nor a luxury, but a bare necessity.

In terms of projects, Yap described the new Pavilion Bukit Jalil mall set to open in the southern corridor of Kuala Lumpur. Mixing retail, residential and office space on a gross area of 3,48 million square feet, including a bit less of half dedicated to retail, it aims to provide local community with direct access to immersive experiences and leisure.

It will include the newest Parkson department store in Malaysia, a Dadi Cinema, a new concept supermarket and a series of experiences revolving around the South-East Asian cultures.

How pavilion is connecting with its customers