relations, leasing, marketing, and overall business performance, and in this role, she has witnessed a shift in suburban shopping centres: in response to consumer demand for convenience and unique experiences, they are increasingly positioning themselves as lifestyle and experience hubs.   “Suburban malls provide a suite of shopping and dining options to residential enclaves, saving people a trip to town. Upmarket international brands also increase the overall appeal to shoppers,” Ong told Inside Retail. She went on to say that The Woodleigh Mall, which opened earlier this year, offers omnichannel shopping experiences that appeal to Gen Z and Millennials, with a host of value-added experiences that extend beyond typical bricks-and-mortar concepts. “For instance, it has a selection of hip cafes right by the Heritage Walk, a ‘green spine’ that will be lined with lush foliage amid the upcoming Bidadari Park, such as artisanal brunch experts Tiong Bahru Bakery, and purveyors of premium coffee Olla Specialty Coffee,” she said. Ong said that shoppers can also look forward to the opening of Surrey Hills Grocer in November, where a differentiated concept will offer a unique experience for shoppers and pet owners. The mall also houses one of Singapore’s very few 24-hour FairPrice Finest supermarkets, which features in-store concepts, such as The Grocer Café as well as the Grocer Bar, where visitors can enjoy a glass of wine with a cheese platter, or indulge in a cocktail. Strategic tenant mix According to Ong, the tenant mix at The Woodleigh Mall was carefully curated with the objective of complementing the lifestyles of the area’s immediate residents and surrounding communities by providing a suite of convenient and holistic offerings. Apart from dining establishments by Brewerkz, Bulgogi Syo, Surrey Hills Grocer, Tiong Bahru Bakery, Food Republic and FairPrice Finest; a range of holistic medical, health and wellness options such as Parkway Medicentre and Thomson Specialists are also on offer. “The incorporation of these ‘destination tenants’ is also key in maintaining a healthy footfall in the mall, where the vibrant tenant mix allows for a greater sense of exploration for shoppers,” she noted. She believes this mix also gives shoppers a reason to linger within the mall’s premises, hang out and socialise with friends and loved ones, instead of only visiting the mall for transactions that address immediate needs. People-centric design Ong revealed that The Woodleigh Mall’s design ethos is very much people-centric, with an emphasis on green communal spaces for interaction.  “We achieved this by constructing numerous experiential areas, including a viewing deck overlooking the upcoming Bidadari Park and Alkaff Lake, and by carving out alfresco F&B outlets along the upcoming 700m Heritage Walk,” she elaborated. To complement the estate’s surrounding green spaces and extensive cycling routes, the mall has supporting amenities, including end-of-trip facilities such as lockers and showers, along with 400 bicycle parking lots and EV charging stations. “We had a Lantern Walk for charity during the recent Mid-Autumn campaign, where the mall matched dollar for dollar with every ticket sold. All proceeds from the event were used to purchase essentials for families that require social assistance,” she added. In collaboration with Viriya Community Services, these essential items were consolidated into care packages, which were then packed and distributed to those in need. Building relationships According to Ong, Straits Retail aims to cultivate positive, long-standing relationships with tenants and to understand their business models and operational challenges.  “Consistent and regular interactions with our tenants allow us to nurture a strong working relationship and collaborative partnerships, whether through joint initiatives or the cultivation of a loyal customer base for our tenants,” she noted. Ong’s team actively provides feedback and meaningful data insights to tenants about their businesses, both formally and informally.  “Tenants highly appreciate our ‘mystery shopper’ feedback, especially considering that they are not always present at their stores,” she added. A recent milestone was the launch of two rewards programs, the Paragon Club and S3 Rewards, enabling those malls to directly connect with shoppers digitally and offer targeted rewards, which in turn benefited tenants with consumer insights and sales conversions.  “Today, we fully embrace omnichannel retailing and leverage various digital media platforms, allowing us to engage with our shoppers almost instantly and meaningfully,” she concluded.