1 Utama injects extra RM1m to bolster marketing initiative for tenants and shoppers

1 Utama Shopping Centre will be injecting another RM1 million to its present RM1 million retail stimulus package introduced in March 2020 before the Movement Control Order. 1 Utama’s retail stimulus package will be launched on 26 June in the form of an additional RM1 million worth of smart e-cash vouchers which are personalised to each qualified shopper’s shopping preferences. The cash vouchers will be fully funded by 1 Utama. The total stimulus package now has a total of RM2 million, aimed at aiding retailers tide through the challenging period.

The shopping centre has also further increased its budget as a commercial activation to incentivise and reward shoppers and tenants. Since the COVID-19 pandemic, 1 Utama said it has been aggressively rolling out various marketing initiatives such as promotions, redemption gifts and cashback to shoppers to encourage purchases, and at the same time drive tenant sales and boost retail spend.

1 Utama director Teo Chiang Kok said the marketing reward scheme is "over and above" the rental rebates the company has given to all eligible tenants. According to him, the mall believes that it is more effective and sustainable to complement rental relieves with more promotional and incentive schemes benefiting its loyal shoppers and patrons.

"We hope that both our holistic marketing and operational initiatives will help our tenants’ journey together with us on the path of business recovery while our shoppers care-freely and confidently shop, browse, dine and partake in a multitude of entertainment and leisure activities,” he added.

Meanwhile, Julia Kong, 1 Utama ONECARD senior manager said the company is adopting the use of technology and big data to match shoppers with their favourite stores and purchases in 1 Utama based on their shopping patterns. According to Kong, shoppers’ needs and likes aids 1 Utama to effectively give these shoppers targeted vouchers ranging from RM5 to RM50 that will be useful. “Our smart e-cash vouchers are highly personalised to attune our marketing and ultimately to maximise customer experience,” she added. 

In February 2020, the Malaysian government allocated RM500 million to provide all Malaysians with digital vouchers of up to RM100 per person for domestic flights, rails and hotel accommodations. This was part of Malaysia's RM20 billion 2020 Economic Stimulus Package recently announced to mitigate the impact of COVID-19. The government also proposed a 15% discount in monthly electricity bills to hotels, travel agencies, airlines, shopping malls, conventions and exhibitions centres. 

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