A Revamped Digital Experience Connecting Web, Mobile App and In-Mall Wayfinding

Pavilion Group operates two of Malaysia's landmark shopping destinations, Pavilion Kuala Lumpur and Pavilion Damansara Heights. Sweetmag led a UI/UX revamp of both malls' websites, integrating them with Pavilion's CRM, mobile app, and in-mall wayfinding system.

Client

Pavilion Kuala Lumpur & Pavilion Damansara Heights Mall

Industry

  • Malls & Department Stores

Services

  • Discovery & Consulting
  • Integration Strategy
  • Ecommerce & Web Development
  • System Integrations & Middleware
  • Managed Infrastructure
  • Managed Services

Highlights

  • Delivered a full UI/UX revamp for both Pavilion Kuala Lumpur and Pavilion Damansara Heights
  • Gave Pavilion's marketing team real space for editorial storytelling beyond a standard directory-style layout
  • Integrated Ascentis CRM for automatic store, tenant, and membership data sync
  • Built content synchronisation between the website and Pavilion's mobile app for a consistent shopper experience
  • Brought mall Wayfinder navigation to the web, extending it beyond app-only users
  • Introduced automations to free up the marketing and CRM teams for higher-value shopper-facing work

Challenge

Pavilion's marketing team needed more room to do what they do well: curate engaging editorial content around the malls' tenants, events, and experiences, rather than being constrained by a site that didn't give editorial content proper space or presentation. Beyond the front end, tenant, store, and membership data lived in Pavilion's CRM system, Ascentis, and needed to flow properly into the website rather than being managed separately or manually kept in sync. Pavilion also wanted a consistent shopper experience across touchpoints, meaning selected website content needed to reach the mobile app too, and shoppers without the app still needed a way to navigate the mall, which meant wayfinding couldn't be an app-exclusive feature.

Goal

Revamp Pavilion Kuala Lumpur and Pavilion Damansara Heights' websites with a UI/UX that gives the marketing team real space for editorial storytelling, integrated with Ascentis CRM for store and membership data, synchronised with the mobile app, and connected to the malls' Wayfinder system so shoppers can navigate via web even without the app, while automating processes to free up the marketing and CRM teams' time.

Solution

Sweetmag delivered a full UI/UX revamp for both malls, backed by CRM integration, cross-platform content sync, and web-based wayfinding.

UI/UX Built for Editorial Storytelling

Sweetmag redesigned both mall websites with a UI/UX that gives Pavilion's marketing team genuine room to curate editorial content, events coverage, tenant features, and mall experiences, presented properly rather than squeezed into a template built primarily for directory listings.

Ascentis CRM Integration for Store and Membership Data

Sweetmag integrated the websites directly with Ascentis, Pavilion's CRM, pulling store, tenant, and membership data into the site automatically rather than requiring manual upkeep across separate systems.

Content Sync with the Mobile App

Sweetmag built the capability to push selected data and content from the website directly to Pavilion's mobile app, keeping the shopping experience consistent for shoppers who move between web and app rather than encountering two disconnected sources of information.

Web-Based Wayfinding

Sweetmag integrated the malls' Wayfinder system into the website itself, giving shoppers who don't have or haven't downloaded the app a way to find their way to shops and facilities directly through a web view, ensuring wayfinding wasn't a feature exclusive to app users.

Automation to Free Up the Marketing and CRM Teams

Beyond the core revamp, Sweetmag built additional automations to reduce manual work for Pavilion's marketing and CRM teams, letting them spend more time on the shopper-facing execution that actually adds value rather than repetitive administrative tasks.

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