2. Malls are key
to Singapore leisure life
Hot stat: Singapore has 1 mall
for 7 500
inhabitants, vs. 1 for 250K
in Paris Greater Area
Major trends
• A wealthy population with
high savings rate, and 17.8%
of budget spent on
“recreation & leisure”
• A shopping paradise, with
several profiles, from high-end
luxury shops to Kopitiams
• Insight: the competition is
high. Digital strategies can
help get a bigger share of the
“attention economy”
3. A social place
for a connected youth
Hot stat: Singapore has 90%
smartphone penetration, the
highest in the world
Major trends
• The Singapore youth can’t
afford homes or cars. Few
options remain for social
life, hence malls are social
spaces
• 45% Singaporean youth prefer
“mobile over friends”, and
84% will check updates during
the night!
• Insight: Digital, social and
mobile can help enhance the
visit, give value to groups of
friends and differentiate from
competitors
4. Let’s go to the mall
– and buy little?
Hot stat: In, 2011, 8x the
volume of e-commerce vs. 2010
in Singapore
Major trends
• Retail growth slower than e-
commerce growth, by far
• Watching & testing products in
shops to buy them cheaper
online is a new use for tech-
savvy and value-conscious
consumers
• Insight: Social media
intelligence + location-based
incentives can help shift the
balance of consumption to
new outlets
5. Foreigners are
big spenders too
Hot stat: 30% of non-resident
in Singapore, and growing
Major trends
• Most successful outlets
happen to be phone cards
sellers and remittance banks
(Filipinos, Indians)
• On Orchard Road, most of the
spending is made by Asian
foreigners
(Japan, Chinese, Malays, India
ns, Indonesians)
• Insight: Malls talk little to
foreigners, who are easy to
target on social media thanks
big data and monitoring
6. When value and location-
based networks meet
Hot stat: +45% sales during the
Great Singapore Sales on Orchard
Major trends
• Singaporean value good deals
and promotions, which can
even make them travel on
other places
• Singaporean are heavy users
of location-based social media
Foursquare (65 000 early
adopters)
• Insight: From discounts to
“Special Offers” or Tips and
management of Top
customers, Foursquare is a
must for commerce & shops
7. Consumers as
communities
Hot stat: 5 bloggers from our
network command half a
million page views and
100 000 followers a month
Major trends
• Community on social media is
a new paradigm for
consuming behaviors
• In Asian countries, Confucean
cultures make influencers all
the more important in a
marketing strategy
• Insight: Get to know how
community form and interact
to make the best of it in your
marketing strategy
8. Malls: from disconnected
entities to social hubs
Hot stat: 1 mall out of
142 has a blogger strategy
Major trends
• Malls have usually little
presence online, as they deal
with businesses
• The competition for the
“attention economy” and the
fact that malls are social
spaces put them in frontline
• Insight: Going digital, social
and mobile is a progressive
path, helped by
strategies, methodologies, an
d experiments (see
Tampines1 blogger challenge)
9. Malls on social media: an untapped pool of insights and interactions
Facebook
strategy
Fans Engage* Twitter
strategy
Followers Foursquare
strategy
Check-
ins**
ION Orchard Discounts,
Lifestyle,
Events
80 000 3.7% Discounts,
Contests
3 300 N/A 228 800
Tampines Mall Not active
since 2008
1 900 0% N/A N/A N/A 99 000
Tampines1 Discounts,
Events
10 200 2.21% Events,
Contests
690 N/A 64 000
Takashimaya N/A 0 0% N/A 17 N/A 100 000
Orchard
Central
Discounts,
Contests
26 000 2.99% Social
CRM,
780 N/A 35 200
Bugis Junction N/A 0 0% N/A 0 N/A 150 900
VivoCity Discounts,
events
5 700 1.21% N/A 0 N/A 216 100
Robinsons Products,
events
18 700 0.64% N/A 0 N/A 6 300
(Raffles)
* Engagement rate on Facebook (Talking about/Fans*100)
** Check-ins: number of people who used Foursquare to locate themselves when in the mall
10. Contact us in Singapore :
martin.pasquier@agencetesla.com
Editor's Notes
ADD TAKASHIMAYA, ROBINSON & CO, ISETAN, METRO HOLDINGS, TANGS