Jan 12, 2016
Suburban retailing in Singapore
How do you define Suburban?
Suburban is known as a non-CBD (Central Business District) area and is normally close to residential estates and mrt stations/bus interchanges.
The introduction of suburban shopping,a concept initiated in the early 1990s and targeted to reach out to a larger section of the population by bringing the shops to their neighborhood.
Retail stores in suburban malls……
What are the common amenities around the suburban shopping malls? Close to mrt stations and bus interchanges
Residential estates
HDB shops
Learning institutions
Targeted consumers
Housewives/families
Secondary and Primary school students
People working in the non CBD areas
Elderly people
Types of shops and brands that can be found in Suburban and Town areas
Others…Departmental stores and supermarkets
cold storage supermarket
John little
Fashion wear & Accessories
Bossini
Dano
Esprit
Giordano
Hang Ten
Op
U2 and U.W.N( U2women)
Food & Restaurants
McDonald’s
KFC
Old Chang Kee
Pizza Hut
Prima Deli
Orange Julius
Furniture, Furnishings & Household
Courts
Home-Fix The D.I.Y store
Gifts
Cards n Such
The Scent shop
Hair & Beauty
Jantzen Hair Salon
Jean Yip Hair Salon & Jean Yip professional slimming & Beauty centre
Watson’s
The Body Shop
Jewellery & Watches
Goldheart
Poh Heng Jewellery
Tian Po Jewellery
Leather Goods, Bags & Shoes
Charles & Keith
Music & Audio Visuals
Music Junction
Optical
Nanyang Optical
OPSM Optometrists
Pharmacy & Health
Eu Yan Seng
GNC ( General Nutrition Centre)
Guardian Pharmacy
Nature’s Farm
Sports & Leisure
Royal Sporting House
Sports Connection
Two successful examples of how retailers differentiate themselves from their competitors
1. Bread Talk Can be found in non-CBD areas and town areas-23 outlets.( strategic locations)
Strong promotions and advertisements
Strong Branding
Innovative and wide selections of bread and pastries
Open concept
Visual attractiveness
2.NTUC Can be found in non-CBD areas and town areas
Household names
variety
Membership (rebate)
Easily accessible
Competitive prices
How do suburban shops survive?
In order to keep up with those retail stores in the CBD areas. They need to constantly upgrade their business operations to keep up with competitions from new players in the retail market.
How suburban shopping malls and town shopping malls still appeals to you?
suburban
Easy accessibility Lower transport fees Less variety on goods Simple layout & common brands and shops shop to buy necessities
CBD area
Not as accessibility Costly transport fees More variety on goods Glamorous layout & more specialty shops
Promotions and Events
Suburban
Catalogs/flyers to promote festivities
Target at residents
Less extensive festivities decorations
CBD areas
TV Ads
Target at locals and tourists Extensive decorations
Case study
SuburbanDestination: Compass point
Time consumed transport: 40 mins
(to and fro)
Bus trip: $1.16
Things to purchase: Pokey(Japan) cold storage = $1.92 L'Oreal Hydra fresh (Watson's) = $11.12 McDonald's big Mac meal =
$5.90 Green Frapuccino (tall) star bucks=$5.55 U2 basic tee = 2 for $18
Total time and cost: 1 ½ hrs and $43.65
Town area Destination: orchard
Time consumed transport: 1 hr 20 min ( to and fro)
Mrt trip: 1.6x2=$3.2
Things to purchase: pokey (Japan) cold storage = $1.92 L'Oreal Hydra Fresh (Watson's)=$11.12 McDonald's big Mac meal =$5.90 Green Frapuccino (tall) star bucks = $5.55 U2 basic tee = 2 for $18
Total time and cost: 1hr 45 min and $45.69
What we have learnt
How Suburban malls compete to survive
How retail stores in suburban malls functions
The outlook of the future retail market in suburban shopping malls
Q & A
Janet
Jasmine
Appendix
Http://www.singstat.gov.sg Http://www.fairprice.com.sg Http://www.channelnewsasia.com Http://www.womanht.com Http://www.moveandstay.com www.yahoo.com Http://www.greatsingaporesale.com.sg Http://www.askatip.com