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 Tampines Mall is to continually seek to optimise its financial performance and strengthen its market positioning as the leading suburban mall in the east and north-eastern regions, through constantly enhancing the retail shopping experience of its visitors.
Tampines Mall, located in the eastern part of Singapore, is one of Singapore’s leading suburban malls. It is situated in the first of the four regional centres planned in Singapore and strategically located next to the Tampines Mass Rapid Transit (MRT) station and the Tampines bus interchange. Tampines Mall offers a varied and exciting mix of shopping, dining and entertainment under one roof for consumers residing in the high-density residential area of Tampines regional centre and in the eastern and north-eastern regions of Singapore.
The prime suburban mall is well positioned for the middle-income segment of the retail market, and has two basement levels of car park space and a tenant base of more than 150 on five retail levels, including a basement level. With a strong main catchment area of over 766,0001 residents, accounting for approximately 71.0 percent of its customer base, Tampines Mall has an average of over 56,000 shoppers every day
Asset Enhancement Initiatives
A new marketplace was created at Basement 1 in the last quarter of 2005 to offer a wider variety of food for both dining-in and take-away. The marketplace has 18 food kiosks cum eateries selling popular local and Asian food. An aquarium kiosk was also created near the market place and escalator area as a focal point for shoppers to eat and rest.
In line with the enhanced retail mix, a new logo was created for Tampines Mall. In addition, the mall was given an external facelift with a new refreshing colour and signage. All the directories and directional signs will be updated with the new designs within the first half of 2006. All the lift lobbies were also fitted with plasma televisions to entertain waiting shoppers.
Tenancy Mix
To strengthen and complement the retail mix at the mall, the Beauty Hub on Level 3 was completed, providing one-stop beauty and wellness services for both men and women. The Beauty Hub contributed to an incremental rental revenue of over S$0.3 million per annum on a stabilised basis.
October saw the opening of the new Basement 1 food kiosks which include household names such as Ho Kee Pau and Lee Wee & Brothers’ Foodstuff with their very first outlets in a shopping mall environment. On a stabilised basis, this is estimated to achieve an incremental rental revenue of over S$0.4 million.
Promotional and marketing activities
In addition to the usual festive and school holiday programmes, 2005 saw a series of thematic sales-driven promotions and events at Tampines Mall.
In April ‘Health and Beauty @ TM’, organised with key tenants such as Guardian, Eu Yan Sang and The Body Shop, offered free derma skin analysis, make-overs, cardio blood pressure tests and health screening to shoppers. The event culminated in Body Shop’s first-ever product launch in a suburban mall, involving beauty demonstrations and a radio show with celebrity DJs like Carrie Chong for Spa Wisdom.
The enormous success of the April event led to roadshows with other established brands including SKII and Shisheido. The latter organised a ‘Women with Confidence Fair’ exclusively at Tampines Mall which met with an overwhelming response from over 200 women in a recruitment drive of under two weeks. Responding to shoppers’ feedback and tenants’ requests, a second event was held on the Health and Beauty theme in August 2005 featuring Jean Yip’s grand opening of its beauty hub, a new product launch for Bio Essence and Watsons’ introduction of pharmacist services.
At ‘Colours of Food’, held in July 2005 in conjunction with the Singapore Food Festival, 12 booths were segregated into colour zones by their food type. This event generated free publicity in major newspapers and on Channel NewsAsia, and increased shopper traffic by approximately 19 percent or around 190,000 shoppers.
