INTRODUCTION | INGENIOUS VALUE CREATION & GROWTH STRATEGIES | IN CONVERSATION | INSIGHTS INTO GROWTH | INSPIRING LEADERSHIP
INTEGRATING PEOPLE & SOCIETY | INVESTOR RELATIONS | IN REVIEW | INCREASING DOMINANCE | IN DETAILS
The objective for Funan DigitaLife Mall is to continue to drive shopper traffic and sales by providing customers with a complete digital and lifestyle offering in a quality shopping environment and staging quality promotions and events so as to position the mall as the premier one-stop destination for all IT and digital needs.
Funan DigitaLife Mall enjoys an ideal location within the Central Business District, close to City Hall Mass Rapid Transit (MRT) station, Boat Quay and national landmarks such as the new Supreme Court, the Parliament House and the Padang. This, together with its unique mix of reputable retailers, makes the mall one of Singapore’s premier destinations for Information Technology (IT) and digital products, attracting shoppers from all over Singapore. Tourists are also becoming an important part of the mall’s customer base.
The mall has six retail levels with a food court and supermarket located at Basement 1 and three basement car park levels offering easy access to the mall via escalators or lifts. Given its broad range and reputation for genuine products and quality service, Funan DigitaLife Mall attracts many professionals, managers, executives and business people, along with daily shoppers enjoying the diverse F&B options. The mall, formerly known as Funan The IT Mall, embarked on a major rebranding exercise in May 2005 repositioning itself as Funan DigitaLife Mall, a hub for digital and lifestyle products.
Asset Enhancement Initiatives
In June 2005 the new ‘Inbox5’ thematic zone was launched, offering a wide range of digital items such as mobile phones, MP3 players and gaming products to younger customers and tourists.
Considerable enhancements made to vertical transport and accessibility included new escalators to improve direct access from the car park levels to the mall at Level 1. The air-conditioning at the common mall area is currently being upgraded to improve overall customer comfort levels. This was coupled with the replacement of the atrium skylight to allow better light penetration but less heat transfer. The restrooms throughout the mall also underwent a major upgrade and the new, fully air-conditioned restrooms now include baby care rooms.
Tenancy Mix
In line with Funan’s rebranding exercise, new zones and trends were added into the mall to introduce even more IT retailers. New concept showrooms like O2 and Samsung joined the list of existing brands that includes Apple Centre, Canon, Fujitsu, IBM & HP, and new specialised DIY IT shops such as Fuwell & Laser Distributor were introduced to cater to a growing number of younger and DIY IT shoppers.
A thematic zone, ‘Inbox 5’, was created on Level 5, comprising several open-concept shoplets and kiosks with a focus on digital and electronic devices.
To complete the one-stop shopping experience for digital lifestyle shoppers, specialised lifestyle retailers such as OSIM International and Ogawa Health-Care opened in the mall.
Promotional and marketing activities
Our new thematic concept zone, Inbox5, opened on 18 June 2005, drawing in the crowds and raising awareness of the mall through media coverage.
Throughout the year, there were many exciting events including ‘World Cyber Games Road Show’, ‘Robo GP’ by Temasek Polytechnic, ‘Techno Quest’ by Nanyang Technological University and ‘Gaming Challenge’. We also collaborated with The New Paper and Straits Times Classified to hold the ‘After 5 Pool League’ and ‘Classified Waiter Race’ respectively.
Our sales promotions such as the ‘Weekly Specials’ Money Back Promotion’ as well as the ‘3-hour Mega Sale’ drew great response from shoppers.
