PET-FRIENDLY MALL: WILL IT BE SHOPPERS' NEXT PET MALL?

Abstract

To differentiate itself from the largely homogeneous competition, a mall may portray a unique image by capitalizing on the growing animal pet trend in Singapore by adopting a pet-friendly concept. However, there has been hardly any local research looking into the benefits of incorporating pets into a retail environment despite the vast extant literature on the benefits that pets bring. Therefore, this study aims to better understand the viability of a pet-friendly mall in Singapore as well as mall-goers’ preferences for pet-related tenants and facilities. The study surveyed 300 respondents, comprising 60 dog owners and 240 non-dog owners, for their opinions regarding Nex, the only mall in Singapore with pets facilities. The survey findings show that the cause of respondents not or rarely engaging in pet- related activities is the shortage of pet-friendly venues in Singapore, rather than the lack of interest in pets. Respondents feel strongly that allowing pets not only uniquely differentiates the mall but also provides them with additional leisure activities. The independent sample T-tests show no significant difference in the views of dog owners and non-dog owners pertaining to the issue that the pet-friendly concept provides a unique image. However, for most other factors, the benefits are felt more strongly by pet owners. It was found that the lack of pets forms the main reason why respondents are unsatisfied with their pet-related experiences in Nex. Furthermore, shoppers’ satisfaction level with tenants, on average, is also lower than that for facilities. Respondents’ top choices of tenants and facilities include pet-friendly café, dog park and dog petting café. Chi-Square Tests also suggest that features such as dog parks and pet supplies shops receive higher ratings from dog and pet owners. In conclusion, these findings show that pet-friendly malls are feasible and can aid in the success of the mall, although care has to be taken in determining the appropriate number of pets in the mall as well as in securing a large primary catchment area.