CENTREPOINT - ITS SUCCESS STORY (SHOPPERS' PERSPECTIVE)

Abstract

Retail performance in the Orchard Belt, the prime shopping area, has hitherto been better than other areas. Centrepoint, one of the major shopping centres along Orchard Road, has been very popular among local and expatriate shoppers for almost a decade. The success of this centre in the eyes of the local shoppers was studied in this dissertation. To test the hypothesis, a survey was conducted with the people who shop in Centrepoint. Only local shoppers were approached due to the fact that they know the shopping centre better as they would have gone there more often than tourists. Aspects like maintenance, promotion, location, tenant mix and design of the centre were looked into. Interviews with the management were carried out to substantiate some of the points that were brought up by the author. After the survey was done and the interviews conducted, an analysis was carried out to draw the conclusion of Centrepoint is indeed successful in the shoppers' perspective. The findings have shown that Centrepoint is a success among the shoppers due to its strategic location, wide mix of tenants, good maintenance and design, and frequent promotions. With the completion of the refurbishment, Centrepoint would do even better in the future.