At the PCN stage you can submit an informal challenge, (or pay, of course !). I suggest you submit a non-confrontational representation based on what you have told us, and also point out that time is always allowed to pay for parking after the car is parked, or nobody could ever park legally ! If you are a regular user of the Malden Centre, and always pay promptly for your parking, and a resident of Kingston, put this isnas well.
I suspect you were in the car park for longer than 5 minutes, because most people who come on this forum when they get a PCN say, "but I was only there a few minutes" that when investigated, turns out longer. Did you actually manage to pay for parking, or did you depart the car park ? Probably the main reason for the CEO serving a PCN was that the car was unattended and without payment for parking, you being in the centre trying to see if any alternative payment option is available. We see similar situations where people are in a rush to get to an appointment and rush off, and try to pay by phone on the hoof. It's always best to be by the car.
Anyway, give it a go, but don't expect them to cancel, as councils are very greedy for money these days.