'City'
Shopping Malls Stay Strong
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To
avoid overcrowding of the central area, URA rolled
out the "1991 Revised Concept Plan" which
set out to develop the regional
& sub-regional centers of Singapore. This brought
about a new phenomenon - suburban malls, much to the
joy of Singaporean shopaholics. Over the years, suburban
malls had grown bigger and their one stop convenience
concept had
extended
to include
service outlets and entertainment providers. Despite
the sprout of suburban malls all over this tiny island,
'City' shopping malls are still growing strong in visitorship.
Over
the past 3 years, despite the upgrading
of suburban malls to draw crowds, there is still
a steady increase among those visiting shopping
centres
in the city. Of the top 5 malls visited in the past
week, 3 of them are 'City' shopping malls. The exceptions
are suburban malls in the north, the most densely populated
area in Singapore. 'Causeway Point' is located
in Woodlands - a commuting point for people who stay
in Johore Bahru (Malaysia), thus drawing high traffic.
Compared
to suburban malls, 'City' malls carry more cutting
edge fashion labels and have more trendy hang-out
places.
'City' malls are still the places 'to see & to be
seen'.
Unsurprisingly, those who visit the 'City'
malls tend to be younger consumers (A15-30) who
possess more disposable income and time.
The
shopping malls attract different crowds who frequent
the malls for different motives. PMEBs, students
and NS men are most likely to visit 'City'
malls. Activities will probably include eating at
restaurants,
hanging out at cafes, shopping and catching movies.
Suburban
malls are more likely to be frequented by grocery
buyers,
blue collar workers and parents with kids. They would
likely be dropping in the malls to purchase daily convenience
goods, eating out and relaxing with family.
Visitors
to 'City' malls rank “Variety
of shops” and a “Good location” as
the two top reasons that appeal most to them.
'City' malls that fits the criteria best are Ngee
Ann City,
Bugis Junction, Raffles City,
Wisma Atria and Plaza Singapura.
Even
with the increase of suburban malls, 'City' malls
can still co-exist as they reach out to different
target groups, performing different functions. Advertisers
can ride on this information to target their advertising
to
the
desired
groups, spreading their advertising & promotion in
different malls.
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Insights DNA also provides a wealth of information such
as the appeal of the
various brands, the effectiveness of various
media including brochures etc. This
base of information will make media planning
much more aligned to marketing needs.
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