CapitaLand MY onboards 7 malls onto Grab as part of omnichannel push

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CapitaLand Malaysia has tied up with Grab to onboard seven malls onto the Malls by GrabMart platform. This is part of the mall's omnichannel strategy to help Malaysians adapt to the new normal amidst the COVID-19 pandemic.

The seven malls comprise Queensbay Mall in Penang, Melawati Mall in Taman Melawati, Sungei Wang Plaza in Kuala Lumpur, 3 Damansara in Petaling Jaya, The Mines in Seri Kembangan and East Coast Mall in Kuantan. More than 50 CapitaLand tenants listed on Malls by GrabMart, including MPH Bookstores, Royce Chocolate, S&J, Din Tai Fung Retail, Eureka Popcorn, Lo Hong Ka, Watsons, Starbucks Mart, and Laneige. Shoppers can mix and match their orders from different stores in the same mall and have the orders delivered and pay only one delivery fee.

CapitaLand Malaysia's spokesperson told A+M that the malls were onboarded from mid-December to February for ground testing, beginning with The Mines and Melawati Mall. All seven malls were finally onboarded in February. Malls by GrabMart was launched in the first quarter of this year. While Grab's spokesperson was unable to comment on the monetary investment behind the partnership and the ROI it expects, she said the company aims to provide a more convenient, safe and seamless retail shopping experience to users. When asked about other malls it is onboarding, Grab's spokesperson said details will be shared in due time.

CapitaLand Malaysia's head, retail, Eddie Lim, said it is crucial to have a holistic omnichannel strategy that seeks to offer value-added services to support the needs of shoppers as well as retailers, both online and offline. " Going forward in the new normal, we seek to bring about convenience, and at the same time, safeguard Malaysians by placing their safety and health as our top priority. We hope that our shoppers can enjoy a safe and seamless shopping experience regardless of where they are," he added.

Meanwhile, Grab Malaysia's head of commercials, JJ Tan, said the concept of instant retail was introduced to help Malaysian retailers, both SMEs and chains, to continue serving their customers at home with safe, instant deliveries. "With popular household brands under CapitaLand’s list of merchants on Malls by GrabMart, we are confident that shoppers will find it more convenient to shop online from these merchants and have their purchases delivered right to their doorstep in a single order with one delivery fee," he added.

Shoppers will enjoy added rewards on CapitaStar, CapitaLand’s multi-store and multi-mall cardless rewards programme. At the same time, CapitaLand Malaysia is also giving out more rewards to consumers via its Mission STAMPo$$ible Rewards campaign. Shoppers who complete the nine missions on a digital stamp card by spending RM50 or more at any dining outlets and retail outlets at any CapitaLand mall have the opportunity to win STARVouchers, CapitaStar’s signature edeal, for their shopping across seven CapitaLand malls in Malaysia. This campaign runs until 31 May. A+M has reached out to CapitaLand for additional information.

Meanwhile across the causeway, CapitaLand tied up with Shopee last October to turn its IMM outlet mall into Shopee's first virtual shopping mall, offering retailers with more online marketing opportunities to help benefit in-store sales. A landing page features IMM's most popular stores and discounts on Shopee Singapore's and Malaysia's websites, and participating retailers enjoy marketing subsidies and incentives from CapitaLand and Shopee.

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