RETAIL SCANNER DATA COLLECTION IN SINGAPORE : IMPLEMENTATION, APPLICATIONS AND LIMITATIONS

Abstract

Scanner technology first emerged in the U.S. and subsequently in Europe about two decades ago. Only in recent years did the technology emerge in Singapore. This thesis first equips the reader with the necessary knowledge and understanding of scanner technology by reviewing the U.S. and European experiences. Next, the thesis focuses on central issues regarding the implementation, applications and limitations of the scanner data technology in Singapore. Exploratory research including interviews with representatives from grocery retailers, consumer products manufacturers, marketing research firms provides insights into the acceptance of this new technology. While many large retailers in Singapore have adopted the electronic point-of-sale (EPOS) scanning system, most small retailers have not. Large retailers contacted for this study reported facing several difficulties during implementation of the scanner system in Singapore. As in other countries where scanning has been introduced, consumer resistance associated with the removal of price tags and discrepancies between scanned and shelf prices was an important hurdle to overcome. Currently, it appears that while retailers and consumers now favour scanning, local manufacturers are yet to be convinced of its benefits in the Singapore market. This limited perceived usefulness of scanner data largely traces to the fact that scanners still record only a small portion of retail sales in Singapore. Marketing research in Singapore has been undergoing a radical change with the introduction of scanner technology. It is hoped that this thesis will motivate further research in the retail scanner data technology arena.