VivoCity goes from strength to strength

Despite rising living costs and the growing economic concerns globally, this year's Tourism Awards winner for the Best Shopping Experience - Shopping Mall category, VivoCity, is confident of strong retail sales over the seven weeks of the Great Singapore Sale (23 May - 20 July 2008).

"We are confident that shoppers will gain their shopping appetite back with the great number of attractive deals awaiting them and the series of exciting events that will take place during the Great Singapore Sale," said Deputy General Manager, Mr Chang Yeng Cheong.

This year, VivoCity is wooing shoppers with the theme of "Shopping is more than an Adventure". Highlights include the "National Geographic Channel - Living with Big Cats Virtual Safari" exhibition, the Singapore Movie Fiesta, "Under No Roof", a charity project by Habitat for Humanity; and the Creatively Thai Fashion Showcase.

VivoCity, which opened in October 2006, registered more than 42 million footfalls within the first 12 months, surpassing its initial target of 30 million. Currently, its average shopper traffic on weekdays is 92,000 and on weekends, numbers reach 135,000.

Mr Chang said the higher than expected visitor traffic is "testament to the popularity of VivoCity as one of Singapore's ultimate lifestyle destinations for both local and foreign visitors".

A blend of different things

What makes VivoCity different from other shopping malls in Singapore is that it boasts a blend of different things.

Aside from a good mix of more than 300 retail, food and beverage and entertainment outlets, of which about 30% are new to market concepts, VivoCity also has large recreational spaces like the Play Court, Sky Park and the waterfront Promenade - a favourite among families. 

"Just six months into its opening, VivoCity was named by Forbes Traveler as one of the Top 10 Asian mega-malls.  Aaron Dalton of Forbes Traveler described its rooftop Sky Park as one of the unique features that "makes the mall into a family-friendly destination"," said Mr Chang.

Design-wise, it also departed from the traditional box format typical of shopping malls. Internationally renowned architect, Toyo Ito, created a bold, flowing and curvilinear organic form inspired by the waterfront location to create a "fluid shopping experience".

Beyond shopping, VivoCity also commissioned a collection of artworks and installed them as part of its multi-dimensional landscape.

"By embracing art as an integral part of the total lifestyle experience, VivoCity has taken art out of the museums and made it more accessible to the man-in-the-street," said Mr Chang.

Food is also an integral part of the VivoCity experience. "We fully utilised the advantage of our waterfront location by positioning our F&B tenants alongside The Promenade to ensure that our guests are presented with the breathtaking view of the HarbourFront as they dine at VivoCity."

Towards service excellence

In terms of customer experience, VivoCity started on its service excellence journey in January 2007. To attain a consistent service standard, it formed an advisory committee comprising tenants and outsourced agents, such as the cleaning and security agencies.

"To unify our service standards, service vision, values and behaviours, we conducted audits, focus group studies and surveys before the development of the service framework and training programme.

"After establishing our VivoCity Service Excellence Training Programme, we invited our tenants and outsourced agents to join us in the training. The training is conducted by the Retail Academy of Singapore. Regular mystery audits are carried out to check on the service standards. We recognise and reward individuals and companies that give excellent service," said Mr Chang.

It is currently recruiting service champions and hopes to include shoppers in these activities, for example, by nominating the best service staff/outlet.

The need to re-invent constantly

To keep up with the competition, Mr Chang said that megamalls would have to constantly re-invent themselves to keep up with ever-changing consumer demand.

"That is why VivoCity engages our shoppers in a variety of year-round events and activities, including fashion, cultural and music performances, themed festivals, international bazaars, and many more. Moving forward, VivoCity will continue to refresh itself and offer shoppers more incentives to shop, eat and enjoy their leisure time there."

Added Mr Chang: "We have noted a gradual change in customer expectations - from window shopping and bargain hunting to a more unique and unforgettable lifestyle experience beyond just shopping."