Singapore Heartland

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Shopping Experience

Huei Lee

Observation Lab

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.

Attractive signage draws

customers

Obscure stall Name

Good location is maximised, in placement of dishes along the whole

length of walkway – enticing.

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.

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.

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.

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.

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.

Interesting sliding panels are space-

saving, and fascinating.

Creative interior design adds “space” to shop.

Orderly arrangement of

products everywhere. Neat display of items in a cosy

environment makes up for lack of movement space.

Excellent to carry quality craft

magazines, to inspire hands-on. A one-stop shop works well –

inspiration sources > materials > workshop.

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!

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.

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!

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.

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

Boring layout. Spaces not use imaginatively.

Is this supposed to be clever?

Prominent sale signs

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.

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.

Brand presence above cashier.

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.

Clear sales signs

Boring layout. Spaces not use imaginatively.

Overall arrangement is neat, though rather

functional. Could be enhanced with less

empty wall space

Stylish lamp gives warmth, modern atmosphere.

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.

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

Centre display of small items

Well-lit display cases shows off products well.

Good placement of various products

viewing from exterior

Good space-saving store layout invites browsers. Need enough

staff to prevent pilfering.

Obscure cashier beside storage area.

Good use of mirror for trying on

accessories as well as visually enlarging

small space.

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.

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.

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?

Shop layout is too generic and boring.

Chandelier lamps adds ambience.

Baroque-style wall paper adds

“opulence”.

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!

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!

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