Thriving retail hotspot, Singapore, continues to be a magnet for international Elite shoppers*. Indeed, thanks to its extensive luxury brand collection and prestigious watches and jewellery category, the country attracts an average annual spend of €56,000 per Elite shopper – the highest in the world.
We talk to Hazel Chan, Vice President of Retail at Singapore’s iconic Marina Bay Sands integrated resort, to find out how its premier retail venue, The Shoppes at Marina Bay Sands, has established itself as a shopping destination of choice for high-spending luxury seekers.
We believe in romancing our most valuable customers through money-can’t-buy experiences
1. The international Elite shopper is a key patron of Marina Bay Sands. How do you foster a strong relationship with this valuable audience?
In our experience of catering to the upper echelons, we have learnt that as well as valuing personalised experiences, they are also privilege-driven and appreciate getting the best value for paying ‘top dollar’.
Our shopping mall, The Shoppes, curates the best-in-class luxury retailers under one roof, many of whom helm their own top-notch customer relations programme. Through close partnerships with these retailers, we have been able to reward top spenders from as early as at the point of transaction.
We believe in romancing our most valuable customers through money-can’t-buy experiences , whether it’s a simple gesture of pampering them with a limousine ride back to their hotel, or a surprise meal at their favourite celebrity chef restaurant.
2. How do you maintain this relationship with international Elite shoppers once they return home?
Our focus remains on recognizing and rewarding high value customers in order to encourage return patronage. What we have successfully done is to merge omni-channel communications – including e-newsletters, social media and a website – with a personal approach that further customises the physical shopping experience, based on their aspirations and interests.
3. Finally, how do you make sure international Elite shoppers continue to choose Marina Bay Sands, year after year?
As a multifaceted integrated resort, Marina Bay Sands retains its allure as a leading shopping destination for its unique product offerings as well as its ability to attract first-to-market and renowned brands, meaning there is always something new and exclusive to return for. Following the additions of luxury powerhouses such as Moncler and Philipp Plein this year, Celine will also be unveiling a brand new duplex next year at Marina Bay Sands.
*International Elite shoppers: Individual international shoppers who have spent more than 40,000€ over the past 24 months