Download - Lion city heartland shopping
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Singapore Heartland
h
Shopping Experience
Huei Lee
Observation Lab
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Shopping is undoubtedly Singapore’s favourite pastime. Be it to escape the year-round heat of 33 dCel by delving into the malls, or that there is a need to have the lastest in town, whenever the global craze blazes through.
Shopping paradise…or is it?
I started the project with food. Can’t work on a hungry stomach!
KEY:
+VE POINTS
-VE POINTS
INSIGHTS
^_^
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1. “Veg-rice” Stall
Let’s take a look at a popular and cheap Singapore eat –
the “veg-rice” stall at a local “coffee-shop” situated below a residential apartment.
My observation partners - we believe in experential learning.
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Attractive signage draws
customers
Obscure stall Name
Good location is maximised, in placement of dishes along the whole
length of walkway – enticing.
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Effective 3-tiered display with wide variety, and glass panel for hygiene.
Not all food are warm though
there is warmer underneath. Friendly, efficient staff
makes this faster than
Fast Food.
More attention needed
to refill with hot water
for warming food.
Main & Spot lighting -Warm lighting
enhances food appeal.
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Transition from ordering to paying and getting food is smooth
and logical.
Spills not wiped off immediately.
Transition from ordering to paying and getting food is smooth
and logical.Saves time, hassle and
translates to happy customer and cash
register ringing!
Fast service. Hygenic-she does not handl
both food and money.
Chopsticks and spoons clearly visible, with
sauces nearby.
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2. Paper Market
I proceeded to shopping mall for the rest of my shop study.
Paper Market is an art and craft, scrapbooking shop with 4 branches in Sg.
Target audience – female from 13 to 35 years, loves craft, gift personalisation.
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Attractive logo and with good tagline. Strong branding
throughout store.
Shop flyer spoils upmarket image
by crowding store signage. Good store layout and frontage invites
browsers. Candy pix-and-mix concept with cottage charm works with TA.
Cosy ambience with warm
lighting.
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Lots of craft displays in shop –
highly inspirational.
The wide range of modern, lifestyle
decorative and craft products make for
happy repeat visits, and each time, still a
wondrous experience.
Good product range to entice you to do crafting
or buy interesting “crafty” gifts.
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Interesting sliding panels are space-
saving, and fascinating.
Creative interior design adds “space” to shop.
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Orderly arrangement of
products everywhere. Neat display of items in a cosy
environment makes up for lack of movement space.
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Excellent to carry quality craft
magazines, to inspire hands-on. A one-stop shop works well –
inspiration sources > materials > workshop.
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Situated workshop corner for classes, with examples of
work done
Workshop conductor did not
engage customers in any
way.
Nice ambience, but all staff, even part-time course conductors,
need to be trained to be service-friendly!
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There is effort to make the craft
corner “happening”.
Ugly “No entry” sign is a spoiler.
Bad presentation & rude.
All corporate items should have same brand consistency, speak with
same voice.
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Information on courses prominent
at cashier.
Sales staff were busy chatting, did not provide any assistance when I was in front of them for a min looking at the flyers. And
they were unaware I was shooting them.
The sales staff is half the equation of a
good shop experience. It is good that
browsers can browse in peace, but just
a little attention would have made a
difference.
But tabs are ugly!
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3. Universal Traveller
Singaporeans loves travelling. Every school holiday is an opportunity for families to head across the border, with more travelling to cooler climates. Most singles aim to make an overseas trip once or twice a year.
Winter wear outlet. The target audience is from 25-45 years old, with purchasing power.
Staff is close to TA age, but missing the adventuring spirit.
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Shop design and layout is too
generic. Lacks personality.
People look forward to travelling. Shop design and
layout is too mundane. There is a need to bring in
the anticipation and excitement bit. Possibly
through images or props of travel theme. An
exciting central display would have helped.
Clear signage
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Boring layout. Spaces not use imaginatively.
Is this supposed to be clever?
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Prominent sale signs
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Packaging is utilitarian, like
the shop image.
Vast potential to improve brand image through rebranding, and redesign of shop to be more in tune with the expectations of
the global traveller who appreciates a good shopping
experience.
No proper place to put
my bag.
Provision of standing rack, for temporarily
hanging personal items while testing coats.
Air-con temperature is
not cold enough to fit winter
clothes.
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4. The Box
Boutique that carries rather off-beat casual wear from Hong Kong.
Pricier than similar boutiques, though fashion design is more unique.
Attracts 21-35 years old
Sales staff are friendly and helpful.
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Brand presence above cashier.
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Clear sales signs
attracks walk-in.
Wide entry to shop
Could use an island display for more attractive,
prominent featuring of latest arrivals or
promotion.
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Clear sales signs
Boring layout. Spaces not use imaginatively.
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Overall arrangement is neat, though rather
functional. Could be enhanced with less
empty wall space
Stylish lamp gives warmth, modern atmosphere.
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5. X-ibit
Innovative central space shop outlet. Carries mainly Korean fashion of limited pieces. Owner goes on buying trip in Seoul personally.
Sales staff are attentive, friendly and helpful.
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Custom-designed shelvings show off products well, give prestige to items. 2 entry/exit points on opposite
sides makes good accessibity.
Charming overhanging
changing room
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Centre display of small items
Well-lit display cases shows off products well.
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Good placement of various products
viewing from exterior
Good space-saving store layout invites browsers. Need enough
staff to prevent pilfering.
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Obscure cashier beside storage area.
Good use of mirror for trying on
accessories as well as visually enlarging
small space.
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Though floor area is small, good retail design solves the problem, and gives prestige to this
small shop. It has personality and charm, which echoes the product, and TA.
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6. Future State
Boutique that focuses on laced and knitwear.
Products are 2-3 times the price of usual boutiques.
Attracts 25-45 years old
Sales staff are 35-45, quite aloof.
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Future state has no connection with
traditional lace and knitwear.
There is a serious gap between the boutique
name and the style of product that it carries.
Perhaps original Future State has moved out
and this is new tenant?
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Shop layout is too generic and boring.
Chandelier lamps adds ambience.
Baroque-style wall paper adds
“opulence”.
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Difficult to see beauty of
products when placed this way.
Storytelling: there could be a central display at shop front, bringing in the story and charm of lace-wear. As the items are not cheap, they
need to be positioned as premium, with a clearer personality and voice.
Change the shop name!
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As consumers becomes more sophisticated with the access to media and information across borders, their expectations increase as well.
It is suicidal for businesses, even small businesses, to have an insular view, and ignore developments worldwide.
In Singapore, the use of media-enabled communication is becoming increasingly important, particularly to the young. Business owners and marketeers tapping on technology to increase brand awareness and buying in will see results. There is limited usage of new media in the mall I visited. More engagement in this area is needed, as almost all households in Singapore are internet-enabled and smart phones outnumber the population!
Opportunities abound!
INSIGHTS
^_^
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Thanks for staying with me!
^_^