Agence Tesla - Malls Singapore 2013

Digitizing malls in Singapore

April 2013

Malls are key to Singapore leisure life

Hot stat: Singapore has 1 mall for 7 500 inhabitants, vs. 1 for 250K in Paris Greater Area

Major trends• A wealthy population with high

savings rate, and 17.8% of budget spent on “recreation & leisure”

• A shopping paradise, with several profiles, from high-end luxury shops to Kopitiams

• Insight: the competition is high. Digital strategies can help get a bigger share of the “attention economy”

A social place for a connected youth

Hot stat: Singapore has 90% smartphone penetration, the highest in the world

Major trends• The Singapore youth can’t

afford homes or cars. Few options remain for social life, hence malls are social spaces

• 45% Singaporean youth prefer “mobile over friends”, and 84% will check updates during the night!

• Insight: Digital, social and mobile can help enhance the visit, give value to groups of friends and differentiate from competitors

Let’s go to the mall – and buy little?

Hot stat: In, 2011, 8x the volume of e-commerce vs. 2010 in Singapore

Major trends• Retail growth slower than e-

commerce growth, by far• Watching & testing products in

shops to buy them cheaper online is a new use for tech-savvy and value-conscious consumers

• Insight: Social media intelligence + location-based incentives can help shift the balance of consumption to new outlets

Foreigners are big spenders too

Hot stat: 30% of non-resident in Singapore, and growing

Major trends• Most successful outlets

happen to be phone cards sellers and remittance banks (Filipinos, Indians)

• On Orchard Road, most of the spending is made by Asian foreigners (Japan, Chinese, Malays, Indians, Indonesians)

• Insight: Malls talk little to foreigners, who are easy to target on social media thanks big data and monitoring

When value and location-based networks meet

Hot stat: +45% sales during the Great Singapore Sales on Orchard

Major trends• Singaporean value good deals

and promotions, which can even make them travel on other places

• Singaporean are heavy users of location-based social media Foursquare (65 000 early adopters)

• Insight: From discounts to “Special Offers” or Tips and management of Top customers, Foursquare is a must for commerce & shops

Consumers as communitiesHot stat: 5 bloggers from our

network command half a million page views and 100 000 followers a month

Major trends• Community on social media is

a new paradigm for consuming behaviors

• In Asian countries, Confucean cultures make influencers all the more important in a marketing strategy

• Insight: Get to know how community form and interact to make the best of it in your marketing strategy

Malls: from disconnected entities to social hubs

Hot stat: 1 mall out of 142 has a blogger strategy

Major trends• Malls have usually little

presence online, as they deal with businesses

• The competition for the “attention economy” and the fact that malls are social spaces put them in frontline

• Insight: Going digital, social and mobile is a progressive path, helped by strategies, methodologies, and experiments (see Tampines1 blogger challenge)

Malls on social media: an untapped pool of insights and interactions Facebook strategy

Fans Engage* Twitter strategy

Followers Foursquare strategy

Check-ins**

ION Orchard Discounts, Lifestyle, Events

80 000 3.7% Discounts, Contests

3 300 N/A 228 800

Tampines Mall Not active since 2008

1 900 0% N/A N/A N/A 99 000

Tampines1 Discounts, Events

10 200 2.21% Events, Contests

690 N/A 64 000

Takashimaya N/A 0 0% N/A 17 N/A 100 000

Orchard Central

Discounts, Contests

26 000 2.99% Social CRM,

780 N/A 35 200

Bugis Junction N/A 0 0% N/A 0 N/A 150 900

VivoCity Discounts, events

5 700 1.21% N/A 0 N/A 216 100

Robinsons Products, events

18 700 0.64% N/A 0 N/A 6 300 (Raffles)

* Engagement rate on Facebook (Talking about/Fans*100)** Check-ins: number of people who used Foursquare to locate themselves when in the mall

Contact us in Singapore :[email protected]