The Mall Group recognised for retail innovation at Asian Technology Excellence Awards 2025

These awards underscore The Mall Group’s innovative leadership in AR-powered customer navigation and its commitment to delivering premium digital experiences.

The Mall Group Company Limited has been proudly recognised with two prestigious awards at the Asia Technology Excellence Awards: Thailand Technology Excellence Award in Augmented & Virtual Reality - Retail and Thailand Technology Excellence Award in Mobile - Retail.

Transforming wayfinding through AR navigation

Following the renovation of The Mall Lifestore Bangkae and Bangkapi, The Mall Group introduced its AR Navigation system in February 2024, integrated into the M Card app. Powered by AI and AR, the feature offers real-time, camera-based guidance with safety-focused functions like escalator auto-pausing and accessible routing.

To boost engagement, the AR Hunt campaign gamifies the shopping journey—customers collect virtual items for instant rewards. The platform also creates new marketing opportunities through 3D product showcases and interactive brand promotions. Developed with Israeli startup Resonai, this initiative marks a major step in blending digital innovation with physical retail.

Redefining convenience with i-Reserved Parking

To enhance convenience for urban shoppers, parking availability. The Mall Group launched i-Reserved Parking, an exclusive digital service for premium M Card members. Integrated into the M Card app, it allows users to reserve parking spots in advance at flagship malls like Emporium, EmQuartier, and Siam Paragon—with zone selection, arrival time setting, and barrier access all via mobile.

Since launch, the service has seen over 65,000 reservations (Mar 2024–Mar 2025), with 30% of premium members onboard and an average satisfaction score of 4.9/5. This innovation turns a common friction point into a premium perk, reinforcing The Mall Group’s leadership in customer-focused retail.

The Asian Technology Excellence Awards celebrates the most outstanding technological innovations and achievements across Asia, recognising organisations that leverage emerging technologies to drive business value, strengthen customer experiences, and transform industries.

The Asian Technology Excellence Awards is presented by Asian Business Review. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's outstanding retail initiatives, please contact Julie Anne Nunez-Difuntorum at +65 3158 1386 ext 242 or [email protected].