SUCCESS OF CITYLINK MALL AS A VENUE FOR SHOPPING

Abstract

In the year 2000, Singapore's first subterranean mall, Citylink Mall was opened. This development not only provides the foundation for commercial activities underground but also outlines other future possible forms of underground living and working. This study analyses the physical attributes and different types of shoppers that can elevate Citylink Mall into a premier shopping mall. It aims to examine the physical attributes which affect the shoppers' perceptions of underground shopping and the shoppers whom Citylink Mall is presently serving. Case studies of various successful shopping malls and a survey will be used in this study to allow comparison and feedback to investigate the missing attributes for Citylink Mall to become a premire shopping mall. Univariate and bivariate analysis were used to analyse the survey data. It is discovered that the unsatisfactory features in Citylink Mall are its parking facilities and tenant mix. The Mall attracts mostly the young, the female and single shoppers. Although the frequency of visit by shoppers is high, most visited the Mall for window shopping and using it as a linkway to get to other surrounding places. These findings provide an insight for future underground retail developments as well as allowing the management to establish a better marketing strategy to reposition Citylink Mall to become one of Singapore's premier shopping malls.