Winnie Chen-Head is known for delivering transformative growth by blending strategic vision with operational precision. Having led transformations at Dentsu before stepping in as CEO of Omnicom Media Group Malaysia, she is now redefining what ‘agency as a platform’ means in an age where shopping is both content and commerce.
At the 21st Malaysia Media Conference on November 4th, Winnie will share about the Rise of the Shopper, exploring how retail media, social storefronts, and omnichannel playbooks are turning discovery into entertainment and buying into culture. We sit down with her for a preview of her session.
Shoppertainment is the buzzword. What’s the difference between hype and actual value?
Shoppertainment becomes mere hype when it prioritizes spectacle over substance. Think flashy livestreams, gimmicky filters, or gamified experiences that entertain but fail to convert.
In Malaysia, the difference really shows when you look at shopper behavior. If it’s just slick effects or mindless entertainment, people lose interest fast. But when content actually helps them discover products or make smarter purchases, it changes the game. For example, TikTok’s Mega Sales in Malaysia saw sales leap up by 140% year-over-year, proving that shoppers are eager to buy when they see real value, not just another trend.
Malaysian audiences are savvy and selective. They now expect the journey from fun to purchase to be quick and easy. They’re moving seamlessly from discovery on TikTok or Shopee to checkout, but only when the experience feels authentic and helpful, not gimmicky. If your shoppertainment makes sense and solves real needs, you’ll see engagement turn into sales.
How do you stop retail media from feeling like surveillance?
Malaysian shoppers are increasingly data-aware. Most are fine with brands tracking their preferences, as long as there’s something in it for them: better deals, faster delivery, more personalized offers. If retail media feels too much like a digital “big brother,” shoppers will walk away. But if it works more like a smart concierge – offering tailored suggestions, transparent deals, and smooth service – trust grows rapidly
In places like Klang Valley and Johor Bahru, where nearly everyone’s online, features like Next Day Delivery or 30-Day Free Returns have led to conversion rates surging by up to 80%. What really wins Malaysians over is a sense of control and benefit: “Use my data, but make it worth my while… and don’t get creepy about it.
Is loyalty dead in an era of endless deals?
Loyalty isn’t dead, it’s just evolved. Malaysians aren’t less loyal, they’re just more selective.
While points, discounts, and flash sales still attract attention, particularly for low-involvement, low-value products, Malaysians have grown savvy amidst a flood of promotions. Transactional loyalty, which relies on rewards and deals, now delivers only short-term wins and fails to sustain true customer commitment in a saturated market where offers can be easily matched.
The real game-changer today is emotional loyalty: building genuine trust, delivering relevant experiences, and connecting on shared values. Brands that consistently show up in both digital and real-world spaces, offering authentic engagement rather than just perks, win lasting loyalty.
Take Apple as an example: many continue to pay premium prices for the brand’s seamless experience and values, even though there are cheaper alternatives. Emotional loyalty may take more effort to earn, but it’s far harder to lose and turns everyday customers into passionate brand advocates in the long run.
Which brand right now is nailing omnichannel strategy, and why?
The best omnichannel brands don’t think in channels, they think in journeys.
Sephora is an outstanding example of a brand nailing omnichannel strategy in Malaysia. The secret? They don’t just focus on being present on every channel, they think holistically about the customer journey. A recent Vase.ai survey revealed that only 4% of Malaysians shop exclusively in physical stores, with the vast majority blending online and offline experiences. Sephora’s approach reflects this shift, integrating loyalty programs, promotions, in-store tech, and e-commerce into a single, interconnected ecosystem.
What stands out about Sephora is how it erases the boundaries between online and offline. You might see a deal on Instagram, check out products in a physical store featuring mobile point-of-sale terminals, and reorder your favorites through their app. Interactive kiosks, augmented reality try-ons, and personalized consultations further elevate the in-store experience and connect it to the digital realm. For the Malaysian shopper, that means a frictionless, personalized journey – one which not only simplifies buying but keeps customers coming back.
The result is clear: omnichannel isn’t about channels anymore; it’s about crafting a consistent, rewarding journey at every single touchpoint.
How do you personally shop online, and what annoys you the most?
The ease of online shopping in Malaysia over the past decade has definitely spoiled me for choice, and I’ve become quite the impulsive shopper! When you can get anything on demand, on your fingertips these days, the only downside is my credit card bills!
There are 2 shopping behaviours for me – Need-based & impulsive shopping. When I need something specific, like to replace a sneakers, my journey usually starts with inspiration from social platforms like TikTok, Instagram, or marketplaces like Shopee and Lazada. I compare prices, read reviews, and then check out only when the price and shipping options fit my needs. But just as often, I’m influenced by creator content that sparks instant impulse buys, sometimes completing the entire purchase within the same app session.
What really frustrates me is friction: anything that slows down or complicates discovery and checkout. From unclear delivery times, poor product descriptions, slow website loading to clunky checkout flows, every hiccup matters. Studies show that even a delay of one second in load time can cause a significant drop in conversion rates, sometimes by as much as 30%.
Malaysian shoppers are unforgiving; if one platform frustrates us, we switch instantly. So the real winners are those brands and platforms delivering smooth, transparent, and relevant experiences at every touchpoint because convenience and trust are everything to Malaysian shoppers today.
If you had unlimited budget, what’s the one innovation you’d launch to redefine shopping?
If I had unlimited budget, I’d create a fully immersive commerce ecosystem where everything from discovery, to trying on, to checking out, happens seamlessly in just one session.
Imagine this: the platform anticipates your needs based on your search history or travel plans, then serves up creator-led content for inspiration. You get clear product info, instant access to reviews, and AI-powered virtual try-ons. Not just augmented reality, but true AI that shows you customized images of yourself in that beach dress or sneakers.
On top of that, the system auto-applies the best deals, promo codes, and loyalty points at checkout, all with a single click. Payment and delivery? Next-day, with free doorstep pickup returns, no hassle. While some brands are piloting these features separately – like AI try-ons in fashion and one-click checkouts – the future is a unified, fluid shopping journey where commerce feels like storytelling, not a transaction. This immersive, content-first approach is where Malaysian e-commerce is headed, redefining convenience and emotional engagement in one elegant flow.
What are the notable behaviour trends for this category we need to look out for when deciding on media channels?
For media strategists, this means shifting from buying impressions to mapping shopper journeys. The brands that win will be those that deliver inspiration, trust, and convenience across every touchpoint.
The agencies Winnie manages have won multiple awards at the Media Specialists Association (MSA) Awards in 2025, YouTube Works Awards Malaysia 2025 Media Agency of the Year, 11 wins at Effie Malaysia 2025 and most recently a Gold in Asia E-Commerce Awards 2025. OMG Malaysia has been recognized as Asia’s Best Companies to Work in 2024.
She will be speaking on November 4th at the 21st Malaysian Marketing Conference. Bringing together media strategists, brand leaders, storytellers, and cultural observers to share case studies and lived experiences from the frontlines of tribe-driven marketing. https://marketingmagazine.com.my/mmc/2025/
Share Post:
Haven’t subscribed to our Telegram channel yet? Don’t miss out on the hottest updates in marketing & advertising!
