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