Observation InsightsAssignment 2- A Crash Course in Creativity

By Hooi-See Ng, Singapore

Singapore is a multiracial society with Chinese, Malays, Indians and Eurasians making up its population, and that is reflected in the stores

Visited six stores in a busy suburban shopping mall in Singapore

Stores were mainly retail and F&B outlets

Store 1: Money ChangerUnassuming. Little focus on store branding other than a clear signage to indicate its nature of business Simple and clear signage coupled with bright fluorescent lighting denotes trustworthiness

Located at a high traffic area, next to the escalator

Unlike other businesses, there are no marketing promotions to increase business

Insight:

As the sole money changer in the mall, there is no need to focus on brand differentiation. Instead, clarity and optimal location are more important.

Store 2: Four Leaves (Local Bakery)

Store is brightly lit with individual lighting for every bread box

Promotions can be found in multiple locations of the store

A glass window at the back of the store shows bakers hard at work -- indicates freshness

Insight:

Differentiates with its unique product offerings. Customer can buy a mini bun for S$0.70 or choose five buns for just S$2.95 (less than the price of two buns)

Store 3: FairPrice (Supermarket) 1 of 2

FairPrice is one of the leading supermarkets in Singapore, with a network of over 230 outlets throughout the country

The store is brightly lit and spacious

Clear signage indicating different food sections, organic food, self-service weighing stations can be found throughout the store

Insight:

Must Buy and ‘Purchase with Purchase’ items are strategically placed at side of aisle to boost sales Complimentary crushed ice are available for chilled and frozen items -- a nice touch considering Singapore’s humid weather Food storage tips found throughout the store are useful and informational In addition to more than 10 cashier counters, FairPrice also has self service checkout counters

Store 3: FairPrice (Supermarket) 2 of 2

Store 4: Subway Sandwich

Store is typical of a Subway franchise

Lots of promotions to attract customers, from a packaged meal with drink, get a free meal with every 8 stamps

Store was crowded. Even though this is a self service store, it did not deter customers

Insight:

In addition to having lots of promotions (which Singaporeans love!), Subway has an informational poster to educate customers on its order process

Restaurant tries to play up its Japanese origin with its chinese characters as well as a world map to indicate its locations worldwide

There is even fake Japanese food displayed at the entrance for customers who are not so familiar with Japanese cuisine

Even though its a Ramen restaurant, there are other Japanese food items on the menu, to cater to customers who do not take ramen

Insight:

Restaurant seems to cater to customers who are Japanese cuisine novices, judging by its extensive menu as well as fake Japanese food and promotions

Store 5: Ajisen Ramen (Japanese Ramen Restaurant)

Insight:

By modernizing its look and feel, Eu Yan Seng has managed to make the experience of buying chinese medicinal herbs less daunting.

Store 6: Eu Yan Seng (Traditional Chinese Medicine Hall)

(Above Far Left) Traditional Chinese Medicine Hall of yester years

(Above Left) Eu Yan Seng

Eu Yan Seng is a local Chinese Medicine Hall which has given a modern touch to how Traditional Medicine (TCM) Halls typically looked like in Singapore

Instead of rows and rows of unidentifiable Chinese herbs, all herbs are professionally packaged and labeled in both English and Chinese at Eu Yan Seng

There is even an informative section, describing some popular chinese herbs in detail

Main Takeaways

Brand DifferentiationPromotions

Clear Signage Bright Lighting

Brand Differentiation matterswhen stores are situated near

competitors (Four Leaves Bakery) but not so crucial when

it’s the sole provider at the mall(Money Changer)

All stores except one (Ajisen Ramen) were brightly lit and that made the stores inviting.

Stores that were dimly lit seemed dodgy and unsafe

Clear Signage makes it easy for the consumer to navigate around the store (as shown in FairPrice

Supermarket).

Promotions, purchase with purchase, free sandwiches and

freebies are used at these stores to target customers

(Singaporeans just love a good deal!)

Thank you