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Digitizing malls in Singapore
April 2013
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”
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
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
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
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
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
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)
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
Contact us in Singapore :
martin.pasquier@agencetesla.com

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Agence Tesla - Malls Singapore 2013

  • 1. Digitizing malls in Singapore April 2013
  • 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

  1. ADD TAKASHIMAYA, ROBINSON & CO, ISETAN, METRO HOLDINGS, TANGS