MyNews uses data analytics and field checks to pick store locations, says CBDO
Malaysia's largest homegrown convenience store chain MyNews evaluates potential sites using a mix of data analytics and on-the-ground assessments, says chief business development officer Ong Li Syin. The retailer considers population characteristics, foot traffic, nearby demand generators and compet
MyNews Holdings Bhd, the operator of Malaysia's largest homegrown convenience store chain, relies on a combination of data analytics and field observations rather than a single metric when deciding where to open new outlets, according to chief business development officer Ong Li Syin.
The company, which runs 501 MyNews stores along with 157 CU outlets, 20 WHSmith stores and seven Maru Coffee locations, evaluates multiple variables including surrounding population characteristics, pedestrian activity, nearby demand generators such as schools, offices and transport hubs, as well as existing competition within the catchment area.
“It comes down to a mix of hard numbers and experience. We look at who's actually living and working around a spot, how busy foot traffic is, whether it's near a school, office or train station, and how many other stores are already competing for the same customers there,” Ong told EdgeProp.
Technology has helped fill gaps that physical walkabouts may miss, she said. Site visits alone may not always reveal a location's commercial potential, as some places that appear quiet during inspections are supported by data showing consistent daytime activity from nearby educational institutions, industrial areas or large residential townships. Conversely, locations that initially seem busier are not always the strongest long-term opportunities when analysed against broader datasets.
Once potential sites are identified through data analysis, operational teams conduct field visits to understand conditions not reflected in datasets alone. “Data gets us to a shortlist, but it doesn't close the deal on its own. After that it's boots on the ground, visiting the site, talking to agents or landlords and getting a feel for the neighbourhood,” Ong said.
The company also monitors sales performance and purchasing behaviour after stores open, using performance data to guide inventory management and staffing decisions. Underperforming stores are analysed early for corrective measures, while strong-performing outlets are studied to determine whether successful practices can be replicated elsewhere.
Ong noted that consumer behaviour has shifted towards smaller, more frequent purchases instead of larger weekly shopping trips, reinforcing demand for conveniently located neighbourhood retail. The rise of flexible work arrangements has also altered daily pedestrian movement, prompting the retailer to diversify beyond established commercial districts into residential neighbourhoods and transit hubs.
MyNews also evaluates future development potential, considering planned residential developments, future transport infrastructure, road connectivity and projected population growth over the next five to 10 years. “Five years ago, we'd have leaned more on gut feel on how busy a place looked. These days we lean more on structured data,” Ong said.
