LIM LEE NGOH

EXECUTIVE DIRECTOR POPULAR BOOK CO (M) SDN BHD

On how social media has impacted or promoted your business brand.

In today’s digital era, social media usage is widespread. It’s through social media that we reach specific targets, monitor and gather results, and allow our customers to learn more about our brand/products – “connecting” with them directly.

On the company’s digitalisation efforts and how it has helped in branding.

Our Popular Online website allows customers to understand our brand better, as well as purchase selected books, from the comfort of home. We utilise social media to reach out to and interact with customers and build customer loyalty through word-of-mouth.

Challenges faced by your company in a challenging economic environment.

People are more mindful of their spending, nowadays. But Popular has always taken pride in offering value-formoney products and deals, with something of everything for everyone.

On strategies put in place to boost the company’s brand image.

We have a chain of 93 retail outlets nationwide, four of which are Mega Stores ranging from 20,000 sq ft to 30,000 sq ft. Our annual BookFest@Malaysia is going strong and in 2018, enters its 13th year. Local bookfairs are held consecutively across the country as well as Mega Bookfairs in selected locations. Expansion is ongoing. Over the years, our bookfairs have evolved and features fun activities, meet and greet sessions with celebrities and writers. Our Corporate Social Responsibility components include orphanages visits and various contributions to charitable organisations. Our strategy is to be where the people want us to be, serving them and in turn, we sow back into society.

The importance of meaningful connection between a brand and a consumer in brandbuilding.

People hardly remember products/ services; they remember brands. So, we intend to capitalise upon our reputation as the country’s largest tri-lingual bookstore chain, so that whenever people think of “books”, “Popular” comes to mind, first!