Suburban Malls Count on Kampung Spirit

FF Fashion

Mon, Feb 23, 2009
my paper
By Rachel Chan



SUBURBAN malls like those in West Coast and Joo Chiat continue to draw loyal customers amid the battle of the malls.

Faced with competition from bigger shopping centres in the city, suburban malls fight back by tapping on their regular customers and offering value-for-money products.

Mr Raymond Lai, 46, owner of The Spectacle Shop at West Coast Plaza, said he has yet to run promotions since he started his business there in 1993. 'Regulars form about 80 per cent of my clients. I've even prescribed glasses for three generations of some customers' families,' he told my paper.

Tenants like Mr Lai agree that maintaining customer loyalty is key to their survival.

Ms Yenie Lee, 44, manager of Neng Amy Traders, said: 'We've been selling hand-sewn sarong kebayas in Joo Chiat Complex since my aunt opened this shop more than 20 years ago.'

Some of her regulars come from as far away as Yishun and Woodlands, she said.

It also helps that these suburban malls have been renovated recently. Mr Lim Kian Wah, 49, assistant general manager of Prime Supermarket at Gek Poh Shopping Centre in Jurong West, said business improved after a facelift.

The shopping centre changed its facade last year and installed new fittings, such as upgraded toilets and a covered walkway to the bus shelter.

The cheap prices of products in these suburban malls draw shoppers like Mr David Stevens, 64, a British teacher who has lived in Singapore for 16 years.

'I don't shop in Orchard Road nearly as often as I do at West Coast Plaza. Shopping in the suburbs is less expensive and more convenient,' he said.