Megaworld taps amusement entertainment concept to increase customers' stay in malls

The amusement entertainment experience also encourages movement for all types of consumers.

Philippine-based mall operator, Megaworld Lifestyle Malls, recently launched an indoor amusement concept, SuperPark, to raise the hours of mallgoers' stay, which will also benefit food & beverage outlets in their malls.

At the Retail Asia Forum in Manila, Graham Coates, the First Vice President and Head, of Megaworld Lifestyle Malls, shared that this fresh concept also encourages physical activity for all ages.

"We believe that entertainment is a key driver of the retail experience in our mall. The benefit of SuperPark is that it will engage our younger group of customers, but it will also increase the length of stay in our mall," Coates told Retail Asia at the sidelines of the forum.

The SuperPark features an Adventure Area, which has obstacles and playgrounds, a Games Arena for indoor sports experience, and Freestyle Halls, which offer activities for teens, young adults, and kids. It is located in Megaworld's two locations including Eastwood City in Quezon City and the 54-hectare McKinley Hill in Taguig City.

"The SuperPark is a concept that we have been monitoring for a while. It's very familiar in Singapore and even in Hong Kong. It's expanding globally," said Coates.

Empathy is key
SuperPark is just one of the many innovations that Megaworld implemented this year, which will help them to engage and create relationships with their customers through empathy, said Coates.

"We pride ourselves on making sure that we serve our customers and provide them with everything they want, and need when they come to the mall. That's really part of engagement that we pride ourselves on," said Coates.
Another innovation to capture customer's empathy is al fresco dining. Coates said they converted mall spaces to create an outdoor dining experience for mallgoers.

Increasing foot traffic
The major mall operator also experienced a “return to form” on its post-pandemic foot traffic for its 17 malls, driven mostly by F&B outlets and the convenience of their locations.
"The one that drives traffic is convenience so that's why we have 17 malls across the country that will give more convenience to our customers. The frequency of visits has increased and then again that's driven by the F&B category," said Coates.

Currently, the food & beverages (F&B) sector is one factor driving the growth in Megaworld’s malls, with 40% of the gross floor area belonging to F&B outlets. The increase is attributed to consumers seeking innovative concepts, both local and international, in the growing sector.

To seize this opportunity, Coates said Megaworld renovated its malls and trained its personnel to elevate customer service experience.

Through its performance, Megaworld has set its sights on investing in quality convenience and novel concepts for its malls. But those two priorities reflect on Megaworld’s relationship with its customers, prioritising their desires and needs for a post-pandemic future.