The Mall Group uses virtual treasure hunts to create buzz

The strategy was a big hit during the recent Chinese New Year.

Thailand’s The Mall Group has turned shopping into a game, replacing traditional loyalty programmes with augmented reality (AR)-based treasure hunts and challenges to keep customers coming back for more.

The strategy was a big hit during the recent Chinese New Year, with customers using the M Card app around the mall for rewards, Anand Khaniyomdee, general manager of omnichannel and marketing innovation at The Mall Group, told the Retail Asia Summit 2025 in Bangkok in February.

“The app’s session durations rose by 31%, and overall page views per session surged by 327%,” he said. “Engagements also increased by over 100%.”

He said their gamification strategy also benefited the mall’s less frequented areas by placing digital coupons that could be collected in exchange for prizes such as premium products or vouchers.

“Customers now understand the available promotions, whereas before, they would simply check for rewards or reserve parking,” he said. “Now, we see them exploring other app features as well.”

The group also developed games inspired by the “baby hippo” craze over a female pygmy hippopotamus named Moo Deng from Khao Kheow Open Zoo in Chonburi that became an internet sensation in September 2024 after her photos went viral.

“Visitors could take photos with the hippo or even participate in a live catch event,” Khaniyomdee said. “It was a very engaging campaign, with around 100 participants. Out of those, about 80% redeemed their rewards, which was incredible for retail.”

Augmented reality in the global retail market was valued at $19.9b in 2024 and is expected to grow 21.6% annually to $64.6b by 2030 amidst a shift in expectations for personalised shopping, according to a Research and Markets report.

The Mall Group is keeping up with the trend by launching AR features in three of its malls, said Tony Kongsombat, vice president for marketing innovation and data intelligence.

They have indoor navigation AR and a multiplayer game. "You can connect with the physical store through our M card app. You can also play with a friend to unlock more benefits,” he added.