Retailing in MRT malls in Singapore: implications for entrepreneurs

Abstract

Suggests that there are great opportunities for retailers in the mass rail transit (MRT) malls in Singapore due to their strategic location by bus and train station. States that maximum competitive advantage will be gained only if retailers understand consumer’s perception of the malls and how this affects their behaviour. Outlines the results of a survey of 250 shoppers across 5 malls showing that consumers value convenience, variety, cleanliness, and air‐conditioning. Argues that retailers need to advertise and display their merchandise while mall owners need to attract a good mix of tenants, maintain a good environment and provide good facilities. Suggests that communal activities held in the mall would make them more commercially viable.