As Ion Orchard turns 10 this year, Yeo Mui Hong, chief executive of Orchard Turn Developments, which manages the luxury mall, tells Hong Xinyi why the best is yet to come for this retail icon
By the time you read this, Ion Orchard would have kicked off its 10th-anniversary celebrations with a literal splash—a custom-made aquarium at the mall’s outdoor space housing a lithe “mermaid”. That is just one of the many Instagrammable moments that shoppers can look forward to during the mall’s anniversary festivities this year, promises Yeo Mui Hong, chief executive of Orchard Turn Developments, which manages the luxury mall.
WHAT IS EXPERIENTIAL RETAIL?
Creating a mermaid moment is the latest instance of how Ion Orchard has stayed ahead of the curve. To counter the growing dominance of online shopping, brick-and-mortar merchants have turned to experiential retail, whereby stores draw customers with unique in-real-life concepts. Long before this became trendy, though, Ion Orchard was already hosting aerial performances, a walk-in butterfly dome, and immersive exhibitions.
“These activations add depth to the customer experience, a strategic imperative that is necessary for today’s retail space,” says Mui Hong. “Shopping is no longer a passive pastime—we believe that the future of retail is in seeking to entertain shoppers. Today’s retailers have to think beyond offering products and services, and provide a differentiated experience.”
A MALL IN THE DIGITAL AGE
Technology has become another essential tool for retailers, and revamped versions of Ion Orchard’s website and mobile app are in the works. The latter, in particular, is an important engagement channel, and the goal is to provide a more seamless experience for both members and non-members, Mui Hong reveals. “In this digital age, it is vital to fully embrace an omnichannel strategy to ensure that consumers have access at every touchpoint.”
Having taken Japanese Studies as one of her majors in university, Mui Hong put her proficiency in Japanese to good use with her first job—working in retail leasing for Takashimaya Shopping Centre. After a subsequent stint with real estate investment and management firm Jones Lang Wootton (now known as Jones Lang LaSalle), she went on to manage Forum The Shopping Mall, and later undertook several leasing projects for major property developers. Before becoming Orchard Turn Developments’ chief executive in 2018, she was Ion Orchard’s director of retail management.
