THE MAGNETISM OF REGIONAL MALLS - THE IMPORTANCE OF TENANT MIX

Abstract

Singapore’s retail had undergone several stages of development. A tremendous change was occur in the 1990’s, whereby a revised concept plan divided Singapore into three self-sufficient regional centers namely the Woodland , Tampines and Jurong East (Seletar was excluded as three regional centres were sufficient for providing the needs of commercial space outside the Central Area). Today, three regional malls, namely the Causeway Point, Jurong Point and Tampines Mall have been attracting shoppers to shop at these places. The success factors that includes the location, visibility, size, catchment areas, branding and marketing, maintenance and management as well as tenant mix has contributed to the success of the malls. According to (Abratt et al., 1985; Anikeeff, 1996), tenant mix is one of the most crucial factors in the success of a shopping centre whereby tenants in the shopping centres should work together in order to achieve synergy. The overall balance of the tenant mix at the three regional malls received good comments. Shoppers agreed that regional malls provided well balanced of tenant mix which provides a one stop station for them to shop.