Is Your Business Ready for the Next Big Shift?
You’ve built your SME from the ground up. You know the local market, your customers, and the daily grind. But over the past few years, have you noticed more businesses closing around you? The competition is fierce, costs are rising, and it’s tempting to pull back. However, some businesses are not just surviving—they’re thriving by investing wisely.
Shaw Theatres in Singapore is a prime example. While other cinema operators downsized or shut down after the pandemic and the rise of streaming, Shaw invested heavily in new concepts and customer experiences. They proved that with the right strategy, profitability is possible even in a tough market. And the lessons are directly applicable to your SME in Malaysia.
TL;DR: Shaw Theatres demonstrates that by focusing on customer experience, segmenting your audience, and diversifying offerings, you can thrive when others don’t. Malaysian SMEs can apply this by leveraging data, building communities, and forming strategic partnerships.
What This Means
Shaw Theatres didn’t just survive; they invested. From introducing IMAX to Singapore in 2011 Source to launching premium concepts like Premiere, Lumiere, and Dreamers, they’ve tailored experiences for different customer groups. Their latest revamp of Lido includes Centro, a multi-concept dining destination.
“Cinema is an experience that you share with friends and family, and is something that can only be truly experienced on the Big Screen,” Mark Shaw said. This philosophy drives their investments.
They’ve also tapped into alternative content. Anime screenings grew from six titles in 2023 to 11 in 2024, and special fan events sell out in under 15 minutes Vulcan Post. This shows that Shaw uses data and feedback to make decisions. As Mark said, “We look at our data, and we listen to our patrons’ feedback” Source.
How This Applies to Malaysian SMEs
So, what does this mean for you? As a Malaysian SME owner, you face similar challenges: changing customer habits, competition from larger players, and the need to stay relevant. Here are three ways to apply Shaw’s strategies:
1. Segment Your Offerings: Shaw has different concepts for different needs. Premiere for premium, Dreamers for families, Lumiere for comfort. In your business, you can do the same. If you run a restaurant, consider a “quick lunch” section for workers and a “premium dinner” set for dates. If you offer services, create tiered packages. This targets specific audiences and maximizes your reach. For example, a small retail shop could have a “budget corner” and a “collector’s display” for enthusiasts.
2. Build Community Through Niche Content: Shaw found success with anime and K-pop screenings because they catered to dedicated communities. In Malaysia, you can identify niche groups related to your industry. For instance, if you run a bookshop, host events for specific genres like local literature or graphic novels. If you own a fitness studio, offer themed classes for hobbyists. This creates loyalty and word-of-mouth marketing. According to Vulcan Post, Shaw’s niche screenings routinely sell out quickly, showing demand for curated experiences.
3. Form Strategic Partnerships: Shaw partnered with Wild Honey founders for Centro. You don’t need to develop everything in-house. Collaborate with other local businesses to offer unique experiences. For instance, a boutique could partner with a café for a combined loyalty program, or a tech SME could team up with a training provider for workshops. This leverages expertise and expands your reach without overextending. Shaw’s approach—partnering for credibility—can help you innovate with lower risk.
Remember, these strategies are backed by data. Shaw’s investments are based on what their customers want. You can start small—survey your customers, analyze your sales data, and test new ideas. The article details how cinema attendance in Singapore dropped from over 20 million to fewer than 10 million visits in a decade, but Shaw still found profitability by focusing on experience and diversification.
Practical Takeaways
- Audit your customer data to spot trends and gaps.
- Develop at least one unique offering for a specific segment.
- Build a community around your brand through events or content.
- Seek partnerships that complement your strengths.
- Invest in customer experience, even during slow periods.
- Use feedback loops to refine your services continuously.
The Bigger Picture
This strategy is part of a larger move towards the experience economy. Consumers today want more than just a product; they want a memory. In Malaysia, with its rich culture and digital-savvy youth, SMEs that can create engaging experiences will win. Shaw Theatres has been investing for over 90 years Source, showing that long-term thinking pays off.
As Mark Shaw said, “One size does not fit all” Vulcan Post. Your SME can thrive by doing the same. It’s not about following trends but understanding your customers deeply and daring to invest in what matters to them. The result is a business that doesn’t just survive downturns—it grows through them.
Data Insights from Shaw Theatres
| Shaw’s Strategy | Your SME’s Move |
|---|---|
| Invested in IMAX in 2011 | Identify your “IMAX”—a standout feature |
| Launched Dreamers for families | Create family-friendly initiatives |
| Curated anime and K-pop content | Target niche communities |
| Used data for decision-making | Implement customer feedback systems |
| Diversified into dining with Centro | Expand your product line thoughtfully |
Start with one change this week. Perhaps it’s segmenting your email list or hosting a small community event. Over time, these investments will build a resilient business ready for any market shift.
Ready to Streamline Your Operations?
Your business should run itself. AutoRunBiz deploys AI agents to automate your daily operations — WhatsApp orders, invoicing, customer follow-ups, and accounting. Book a free 15-min ops audit to see where automation fits your business →