SUCCESS OF JURONG POINT SHOPPING CENTRE

Abstract

The retail activities in Singapore are concentrated at the Central Area along the Orchard Road belt. Public decentralisation schemes have been able to encourage the movement of retail facilities to areas outside the boundaries of the traditional retail zones. With stiff competition in the retail market, developers have ventured further and started retail projects in locations which are generally unpopular for retail development. Such locations are either in far off outlying areas, where other land uses dominate and do not possess an upmarket image, or in areas where complementary amenities are absent. The viability of such retail developments is in question. The study on Jurong Point illustrates how the competitiveness of a shopping centre may be enhanced or maintained with proper managerial skills and effort. Consumer behaviour has greatly changed and shoppers have higher demands and different needs. Non-locational characteristics now have greater influence on the performance of a retail centre. Retail developments can still perform well, despite possessing locational disadvantages.