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Singapore is a multiracial society with Chinese, Malays, Indians and Eurasians making up its population, and that is reflected in the stores
Visited six stores in a busy suburban shopping mall in Singapore
Stores were mainly retail and F&B outlets
Store 1: Money ChangerUnassuming. Little focus on store branding other than a clear signage to indicate its nature of business Simple and clear signage coupled with bright fluorescent lighting denotes trustworthiness
Located at a high traffic area, next to the escalator
Unlike other businesses, there are no marketing promotions to increase business
Insight:
As the sole money changer in the mall, there is no need to focus on brand differentiation. Instead, clarity and optimal location are more important.
Store 2: Four Leaves (Local Bakery)
Store is brightly lit with individual lighting for every bread box
Promotions can be found in multiple locations of the store
A glass window at the back of the store shows bakers hard at work -- indicates freshness
Insight:
Differentiates with its unique product offerings. Customer can buy a mini bun for S$0.70 or choose five buns for just S$2.95 (less than the price of two buns)
Store 3: FairPrice (Supermarket) 1 of 2
FairPrice is one of the leading supermarkets in Singapore, with a network of over 230 outlets throughout the country
The store is brightly lit and spacious
Clear signage indicating different food sections, organic food, self-service weighing stations can be found throughout the store
Insight:
Must Buy and ‘Purchase with Purchase’ items are strategically placed at side of aisle to boost sales Complimentary crushed ice are available for chilled and frozen items -- a nice touch considering Singapore’s humid weather Food storage tips found throughout the store are useful and informational In addition to more than 10 cashier counters, FairPrice also has self service checkout counters
Store 3: FairPrice (Supermarket) 2 of 2
Store 4: Subway Sandwich
Store is typical of a Subway franchise
Lots of promotions to attract customers, from a packaged meal with drink, get a free meal with every 8 stamps
Store was crowded. Even though this is a self service store, it did not deter customers
Insight:
In addition to having lots of promotions (which Singaporeans love!), Subway has an informational poster to educate customers on its order process
Restaurant tries to play up its Japanese origin with its chinese characters as well as a world map to indicate its locations worldwide
There is even fake Japanese food displayed at the entrance for customers who are not so familiar with Japanese cuisine
Even though its a Ramen restaurant, there are other Japanese food items on the menu, to cater to customers who do not take ramen
Insight:
Restaurant seems to cater to customers who are Japanese cuisine novices, judging by its extensive menu as well as fake Japanese food and promotions
Store 5: Ajisen Ramen (Japanese Ramen Restaurant)
Insight:
By modernizing its look and feel, Eu Yan Seng has managed to make the experience of buying chinese medicinal herbs less daunting.
Store 6: Eu Yan Seng (Traditional Chinese Medicine Hall)
(Above Far Left) Traditional Chinese Medicine Hall of yester years
(Above Left) Eu Yan Seng
Eu Yan Seng is a local Chinese Medicine Hall which has given a modern touch to how Traditional Medicine (TCM) Halls typically looked like in Singapore
Instead of rows and rows of unidentifiable Chinese herbs, all herbs are professionally packaged and labeled in both English and Chinese at Eu Yan Seng
There is even an informative section, describing some popular chinese herbs in detail
Main Takeaways
Brand DifferentiationPromotions
Clear Signage Bright Lighting
Brand Differentiation matterswhen stores are situated near
competitors (Four Leaves Bakery) but not so crucial when
it’s the sole provider at the mall(Money Changer)
All stores except one (Ajisen Ramen) were brightly lit and that made the stores inviting.
Stores that were dimly lit seemed dodgy and unsafe
Clear Signage makes it easy for the consumer to navigate around the store (as shown in FairPrice
Supermarket).
Promotions, purchase with purchase, free sandwiches and
freebies are used at these stores to target customers
(Singaporeans just love a good deal!)