Human interactions still crucial in today’s tech-driven retail

Lotus’s malls in Malaysia integrate sensory stimulation, ambiance, and community-centric spaces to boost experiential retail.

DESPITE the convenience and efficiency technology brings to the retail industry, consumers still seek authentic human connections, according to Melissa Wong, head of malls at Lotus’s Stores – Malaysia.

Speaking at the Retail Asia Forum in Kuala Lumpur recently, Wong said the shift towards experiential retail integrates sensory stimulation, compelling ambiance, and community-centric spaces.

“We need to be sure that whatever we do and whatever we offer, we will have them experiencing any sensory stimulation that you can see, you can smell, you can taste, you can touch, you can hear,” she pointed out.

“And whilst we have all these advances in technology — we’ll have robots, AI, and automation — people still crave human interaction and we’re going to see that people miss it when they have too much technology in their daily life," added Wong.

She noted that today’s malls are not just places to shop, but social hubs where people gather, dine, and seek memorable experiences.

“In the future, brick and mortar will be more about experiences. It’s about getting people out of the house… to actually go somewhere and do something,” Wong said. “It’s more about providing a different, elevated experience that’s about teaching somebody something or giving them something they cannot get from their own home.”

Lotus’s is incorporating entertainment zones, educational centers for children, and health and wellness facilities. These additions cater not only to shopping but also to leisure, learning, and holistic well-being.

“We will be engaging in experiential events and there will be spaces for the community to gather because most of our malls are in the neighbourhood area, and it’s essential that we should bring in spaces for the community to gather and to have fun,” she said.

Lotus’s Malaysia boasts a substantial footprint, covering 305,000 square meters across its malls.

Retail mix

Lotus’s is diversifying its retail mix to cater to evolving consumer preferences. “We will improve retail mix offerings between what is relevant to the industry and customers,” Wong said.

This includes curating a blend of local and international brands, introducing concept stores, and expanding dining options to appeal to a broad demographic.

She said the COVID-19 pandemic accelerated these trends, prompting a reassessment of mall dynamics. “After the pandemic, everybody is more conscious about beauty and wellness,” she recalled.

As malls reopened, there has been a heightened focus on integrating health protocols seamlessly into the retail experience whilst maintaining a vibrant and engaging atmosphere.

Supporting SMEs

Beyond consumer trends, the mall chain remains committed to supporting SMEs and local entrepreneurs.

“We’ve seen a lot of success stories in our malls where SMEs become large retailers,” Wong said of their malls in Malaysia.

By providing market spaces and organising community events, Lotus’s Stores empowers small businesses to thrive within their mall environments, contributing to economic growth and community resilience.

“This is where the starting point is and then we should be able to review them for them to give them a chance to actually expand their business,” Wong said.