DETERMINING KEY DRIVERS IN ENHANCING THE ATTRACTIVENESS OF CENTRAL REGION SHOPPING COMPLEXES THROUGH RENOVATION: A SHOPPER-ORIENTED APPROACH

Abstract

Over the years, the increasing number of shopping complexes has indicated the surging demand for newfangled retail arenas. This phenomenon is partially due to the mushrooming population, improved affluence and incomes among Singaporeans. As a result, the shopping complex no longer functions merely as purchasing site, but also fulfills other aspects like recreation, entertainment and social interactions.

However, as Singapore is saturated with many shopping complexes with more in the process, critics have insinuated that this development has germinated two conflicting outcomes – greater retail options for shoppers and a saturated market with too many analogous complexes with little differentiations in their retail offerings. This is especially so for the shopping complexes in the central area. Having nearly half the total malls situated in the central region, older malls face intense competition from the surge of novel malls emerging along Orchard Road and suburban regions.

As a result, the management has to implement tactical positioning through renovation to distinguish itself from others. Nevertheless, before the management decides on the direction of the renovation, it is crucial to ensure that the changes made are relevant to shoppers’ expectations and demands. Hence, this paper seeks to study and gain understanding of shoppers’ motives to visit malls in the central region and their perceived importance of mall’s characteristics in influencing their choice of shopping complex.

After analyzing the quantitative and qualitative findings, recommendations were then suggested to shopping mall managements to undertake before embarking on renovation projects.