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The World Cup is finally upon us. We can look forward to an entire month of surprises, shocks and sleepless nights. But while our minds may be on South Africa, there are equally exciting things happening right here at home. Shoppers will be looking for bargains galore during the Malaysia Mega Sale which takes place through July and August, and then after Ramadan, which begins in August, there is Hari Raya to look forward to in September.
We’re hoping you won’t be too sleep-deprived from the World Cup to let these amazing opportunities, to reach our network of premium shoppers, pass you by. So keep your eyes peeled for our amazing range of Festive specials which will be released very, very soon.
Until then, keep it rolling- and enjoy!
Your MagiqADs Team |
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Visa: Going Where The Shopper Spends
After going public in 2008, the global payments technology company Visa launched its first global campaign entitled “More people go with Visa.” Senior Planner, Raymond Chin says “In Malaysia we ran a targeted promotional campaign which provided cardholders an opportunity to win a car that was significant towards improving brand affinity and recall. In addition to print and digital, we looked for a media vehicle that would enable us to connect with shoppers at point of purchase.”
“The result was a significant investment in in-store payment gateways enhanced by the use of Brand Ambassadors and trolley ads to enhance visibility and top-of-mind recall.
“In a campaign like this, we were looking to connect with premium shoppers. MagiqAds retail network was able to deliver the key demographic at a key point in the purchase transaction.”
The “Go” campaign positioned Visa as the facilitator of transactions in that moment in time where people are taking action, from buying groceries to going for pizza and a movie. “When the next relevant opportunity comes, we’ll certainly keep these folks in our media planning radar” said Raymond.
Visa is a global payments technology company that connects consumers, businesses, banks and governments in more than 200 countries and territories, enabling them to use digital currency instead of cash and checks. Visa has built and manages one of the world’s most advanced financial processing networks.
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Hypermarket Chains in Malaysia Continue to Grow
Tesco, Carrefour and Jusco continue to grow from strength to strength by opening almost up to 10 new stores nationwide.
The new Tesco store in Rawang opened on 14th January this year and has a sales floor and mall area of 18,000 sq meters and provides employment to more than 400 people. The other new Tesco store in Bukit Indah, Johor Baru, opened on 4th March and is located between Giant hypermarket and Jusco Bukit Indah. Compared to other Tesco stores, the store in Rawang will have the largest range of LCD televisions and increase in the range of notebooks to 18 from 5 which is the number of lines at other Tesco stores.
Tesco Stores (Malaysia) Sdn Bhd plans to open five more hypermarkets with investments amounting to RM400mil, bringing the number to 38 stores nationwide by year’s end. Among the locations are Kulim in Kedah, Old Klang Road in Kuala Lumpur and Malacca. The next Tesco stores in line to open are Kepong and Melaka Cheng in July this year.
Carrefour, the pioneer developer of the hypermarket concept also continues to expand it’s network in Malaysia. Early this year 4 Carrefour stores opened their doors in Malaysia. Axis Condo in Ampang opened on 20th January followed by Kota Damansara on 2nd February, Rahang on 4th February and Bukit Rimau a day later on 5th February. In order to meet the needs of customers and market demands, Carrefour is still very committed to upgrading its qualities, services and facilities and with its “everything under one roof” concept, shoppers will have access to a huge range and variety of products to choose from, in order to meet their daily grocery and shopping needs.
Jusco also extended their network to 22 stores nationwide, with Bandaraya Melaka and Mahkota Cheras opening on February 5th and April 28th respectively.
MagiqADs Executive Director Sailendra K. congratulates Tesco, Carrefour and Jusco on their new store opening, saying “We are delighted to be able to include these latest stores as a part of our network of access to premium shoppers and we are very proud to be a part of Tesco’s, Carrefour’s and Jusco’s rapid expansion plans. We believe that in terms of branding and communications, this is a key opportunity for brand owners to make their mark on shoppers in new locations.”
Brand owners and media buyers who would like to find out more detailed demographic information on the latest and up-coming store openings in the area may contact MagiqAds at 03-2287 6130 or email marketing@magiqads.com
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The Future of Retail: Appeal to the Senses
The artist Jasper Johns said “When something is new to us, we treat it as an experience. We feel that our senses are awake and clear. We are alive.” Scent and sound may just be that cue to make brands alive and revitalize that connection with the consumer.
Now, some savvy marketing gurus are suggesting that these techniques can be taken further, exploring the effect of the scent and sound and advocating promotional techniques that appeal to a total sensory experience. In one study, a wine shop experimented with the effect of music on wine purchasing patterns. They alternated between playing jazz and classical music in the store. While the total amount of wine purchased didn’t vary, they did find that when classical music was played in the background, people tended to buy more expensive wines.
Studies have also been conducted on the effect of music on supermarket shoppers. Light and easy selections have been found to make shoppers relax, move slower and spend more time browsing through aisles. Up-beat pop-type music on the other hand, tends to work better in clothing retail stores, making people feel more adventurous and inclined to take fashion risks. It is no coincidence that in some Carrefour outlets soft ice-cream cone-sellers ring a bell to announce the presence of their product, yes, the same kind of bell wandering ice-cream men used to use, as they peddled through neighbourhoods, eliciting an almost Pavlovian reaction in children and no doubt triggering a similar response in shoppers seeking a moment of indulgence in a busy day.
Use of scent is a practice some brands have used to great effect. After all who can resist the aroma of freshly baked cookies or freshly brewed coffee? And how many times have you pulled over lured by the whiff of durian? And yet, to date, our hypermarkets remain pretty much sterile in terms of olfactory stimulation. Are we depriving ourselves of a fundamental promotional tool by ignoring scent and sound in in-store promotions?
Today, with advances in the use of sensors, and other motion sensitive devises it is possible to target consumers within a small field. In a retail environment that is already cluttered with visual imagery, maybe it’s time media buyers also gave a thought to alternative forms of stimulation. While scent remains one of the least utilized of our senses it might be time to take a cue from coffee purveyors, cookie makers or when it comes right down to it, the durian seller!
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The Retail Media Forum is Back
It’s been a while in the planning, but we’re back with the second Retail Media Forum because we had so much fun with the last one. For those of you who missed the last one, it was a half day of discussion and networking with industry experts from around the region presenting on the latest trends and thinking about point of sale and retail marketing. It included new directions in media strategy, creative executions and a round table discussion with leading media planners on the value and reach of retail media.
This year’s event will hopefully be just as exciting. We’re looking to have it sometime before early August, so do watch this space to get your invite. We’ll be looking to give you more insights based on home-grown case studies, and bring you up to speed on the demographic changes in the retail environment.
Last time we had over 250 people attending, so naturally, we’d like this time round to be even bigger. We’ll soon be announcing our line-up of speakers, and telling you more about them. So look forward to being entertained and informed but most of all, look forward to a whole lot of fun with the team from Magiqads.
See you there!
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