RETAIL COMPETITION: ORCHARD BELT VS MARINA CENTRE

Abstract

The present Singapore retail market appears to be saturated from the downsizing and losses reported by major Orchard Road department stores. Old shopping centres undergo refurbishments while the shopping centres that were in vogue yesterday are seeing their customers migrating to other places. This study looks at the competition that is rising between the prime retail district of Orchard Road and Marina Centre. The shoppers' behaviour and movement patterns in these two areas will be analysed and the implications will be discussed. From the survey findings, the frequent shoppers in Orchard and Marina are young, affluent and are attracted to shopping centres that are easily accessible. Orchard Road is still a favourite with majority of the shoppers, but, Marina Centre looks ready to catch on with the trendy set once the Esplanade Mall and underground link from City Hall MRT station to Marina Centre is completed. Based on the survey of the shoppers, Marina Centre is likely to pose competitive threats to the shopping centres in Orchard Road, especially if the upcoming malls bring in mid to high-priced labels. This study seeks to provide insights to aid both planners and retailers in formulating their planning policies and retailing strategies, respectively.