1. Observation Insights
Assignment 2- A Crash Course in Creativity
By Hooi-See Ng, Singapore
2. 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
3. Store 1: Money Changer
Unassuming. 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.
4. 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)
5. 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
6. Store 3: FairPrice (Supermarket) 2 of 2
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
7. Store 4: Subway Sandwich
Store is typical of a Subway
franchise
Insight:
Lots of promotions to attract
customers, from a packaged In addition to having lots of
meal with drink, get a free
meal with every 8 stamps promotions (which Singaporeans
love!), Subway has an
Store was crowded. Even informational poster to educate
though this is a self service customers on its order process
store, it did not deter
customers
8. Store 5: Ajisen Ramen (Japanese Ramen Restaurant)
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 Insight:
take ramen Restaurant seems to cater to
customers who are Japanese
cuisine novices, judging by its
extensive menu as well as fake
Japanese food and promotions
9. Store 6: Eu Yan Seng (Traditional Chinese Medicine Hall)
(Above
Far Left)
Traditional
Chinese
Medicine
Hall of
yester
years
Eu Yan Seng is a local Chinese
Medicine Hall which has given a (Above
modern touch to how Traditional Left) Eu
Medicine (TCM) Halls typically looked Yan Seng
like in Singapore
Instead of rows and rows of
unidentifiable Chinese herbs, all herbs
are professionally packaged and labeled
Insight:
in both English and Chinese at Eu Yan By modernizing its look and feel, Eu Yan
Seng
Seng has managed to make the
There is even an informative section, experience of buying chinese medicinal
describing some popular chinese herbs herbs less daunting.
in detail
10. Promotions Brand Differentiation
Promotions, purchase with Brand Differentiation matters
purchase, free sandwiches and when stores are situated near
freebies are used at these stores competitors (Four Leaves Bakery)
to target customers but not so crucial when
(Singaporeans just love a good it’s the sole provider at the mall
deal!) (Money Changer)
Main
Takeaways
All stores except one (Ajisen
Clear Signage makes it easy for
Ramen) were brightly lit and
the consumer to navigate around
that made the stores inviting.
the store (as shown in FairPrice
Stores that were dimly lit
Supermarket).
seemed dodgy and unsafe
Clear Signage Bright Lighting
