JUST as the saying goes, “Instead of worrying about what you cannot control, shift your energy to what you can create.”
The Bukit Jambul Complex (KBJ) team is doing exactly that by actively engaging the shoppers using its social media platform during this pandemic period.
KBJ general manager Crystal Wong said her team would have brainstorm sessions daily via Zoom meetings, and would conduct rehearsals every night to ensure the mall’s social media contents are able to engage its shoppers.
“We have various programmes and activities on our Facebook page. Our activities range from virtual talks to workout sessions, Covid-19 updates, contests, and cooking sessions.
“We obtain our recipes and cooking materials from our tenants for the cooking sessions. Besides being able to engage our shoppers, we are also able to help our tenants during this difficult period.
KBJ joint management body chairman K.H. Chan said the response from the public was very good.
“We managed to garner about 6,500 viewers at the peak.
“We invited several key speakers to take part in our social media initiatives.
“We had representatives from the media houses, frontliners, and enforcement personnel to talk about current issues virtually.
“Among the topics that have been discussed were on welfare, SOPs, tourism, and other related issues,” he told Buletin Mutiara via Zoom yesterday (July 2).
Chan said it is important for the KBJ to continuously engage its shoppers.
“We continue some of our marketing campaigns during this phase one of the National Recovery Plan period.
“We have to build and maintain relationships with our viewers, and hopefully, we can reach a wider audience.
“We are taking this opportunity to stand out from the other malls,” he said.
He commended the marketing department of KBJ for its effort.
“Our A-team marketing department is very active and improving day by day.
“It looks like the marketing team is enjoying its work,” he said.
Chan said KBJ managed its finances very prudently.
“We have not laid off any staff. All the staff have a full salary. None of the staff are being told to take unpaid leave.
“Last year, they even got a bonus,” he said.
Chan said the mall had waived the rentals of their tenants’ kiosks during the movement control order (MCO) period.
“We have many kiosks in our mall. So each time there was an MCO, it cost us a lot.
“We sincerely thank our supporters during this trying period.
“Our number one supporter is Penang Entrepreneurial Development, Trade and Industry Committee chairman Datuk Abdul Halim Hussain.
“He is very concerned about the small traders.
“During this difficult time, he would provide small grants from his constituency allocation to support the small traders through our programmes.
“We did some kind of a trade fair during the recovery movement control order (RMCO) when shops were allowed to open then.
“We provide space for small traders to open with just a nominal rental of RM10 a day, so they can sell their products.
“Our aim is to encourage the shoppers to buy local products from the local people.
“We hope to have it again when the situation permits us to do so,” he said.
Chan said businessman Datuk Syed Mohamad Aidid Syed Murtaza was a regular strong supporter of KBJ.
“He (Syed Mohamad Aidid) supports our regular marketing programmes generously.
“Batu Uban assemblyman A. Kumaresan is also very supportive. He is always ready to offer his assistance when we need help from the city council or the state government.
“We are lucky to have good elected representatives around our area,” Chan added.
Moving forward, Chan said KBJ had begun diverting its resources three years ago, to cater to the new trend of doing business.
“We foresee that the mall business will be disrupted dramatically due to the evolution of technology and online shopping.
“We feel like malls are evolving into more like a meeting place for people to meet up, have a good meal, watch a movie and be entertained. Shopping is becoming less and less.
“We are embracing change.
“Our objective now is to increase the F&B content of our mall to at least 30% and eventually to 50%.
“This is the new normal and we are embracing it,” he said.
Also present in the interview was KBJ marketing manager Cheong Sook Yeng.
Story by Christopher Tan