With floundering retail sales, the Great Singapore Sale requires a major revamp ("Great S'pore Sale not so great any more"; Monday). I have a few suggestions.
E-commerce has led to the decline in retail sales. Perhaps a Great Singapore Sale mobile app could be created to attract today's shoppers. This app will add convenience for shoppers and will serve as a launch pad for the sale.
A stronger identity needs to be created for the sale. Other than intensifying marketing efforts, how about creating a mascot, or a discount card?
Concerted marketing strategies by the Singapore Tourism Board and the Singapore Retail Association, instead of piecemeal marketing campaigns by various malls, should be ramped up. These efforts will boost local and overseas publicity for our retailers.
The sale should also be rescheduled to coincide with major holidays, such as Christmas, instead of the current June to August period ("Suggestions to revive Great Singapore Sale" by Miss Ooi Po Yee; Forum Online, Monday).
Lee Kek Chin