QUEENSWAY
shopping centre
Findings From Shoppers
Reasons for Visiting
Broad range of sports apparel at one place
Queensway Shopping Centre houses many sports shops with a wide range of sports gear, including soccer boots, running shoes, casual sneakers, badminton and tennis rackets, and jerseys. Popular brands such as Puma, Under Armour, New Balance, Adidas, Nike, Asics, and Reebok are all available in the mall. As a testament to this, locals have dubbed Queensway Shopping Centre “Singapore’s Sports Mall”.
Physical availability of products
Having so many sports shops in one shopping centre makes it very easy for comparing different models and getting the best prices. Unlike online shopping, customers are able to view the products in-hand and try on different sizes which is very important - shipping charges for returns or exchanges can be very costly and time consuming. Being able to see the actual products allows customers to make more informed decisions, giving them the assurance of getting what they paid for.
Competitive prices
This is arguably the best place to get affordable sportswear in Singapore. As there are many shops offering similar products and competing for the same customers, they have to keep prices low to get an edge over others. Furthermore, older models that are no longer available in chain retail stores can also be found here, which are usually heavily discounted. Customers are also able to bargain for a good price for these older models as shop owners are looking to clear their inventory.
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Customisable services
Queensway Shopping Centre is famous for three things – discounted sportswear, optical shops and cheap printing services. It is convenient for sports lovers who like to have a personal touch on their workout clothes to buy a sports jersey then get it printed with their name at one of the printing shops at the centre. You can also get your sportswear altered or your tennis racket fixed at Queensway Shopping Centre.
Increased variety
Many new shops have been popping up in recent years, increasing the variety of products and services offered. Such services include personalised leather goods and musical instruments. For example, Frank’s Leathersmith and Fancy Pin, opened just 6 years ago, provides custom leather pieces to its customers The owner shared that most of his customers are regulars who has been with him since the start of this family business and followed him here.
Future Prospects & Memories
Future Prospects
With the rise of e-commerce, there has been speculation about the economic outlook of physical shops in shopping malls, especially the traditional ones that have been long-established. One of which includes the strata-titled Queensway Shopping Centre, which has accommodated about 150 retailers since its founding in 1976 (“99.co”, 2015). Despite the competition from e-commerce, business in Queensway Shopping Centre continues to flourished due to the reputation it has built for itself. It has earned itself a group of devoted followers, from students to adults.
Most of the shoppers mentioned that till today, they still enjoy going to physical shops to get the products due to several factors, such as being able to try out the sizes and view products in-hand. However, with the growing reliance on technology, there is a pressing need for these retailers to keep up with the pace of changing consumer behaviors to ensure the survival of their businesses. With efficiency being crucial in our fast-paced lives, many shoppers travel to Queensway Shopping Centre with an intention in mind. Ebel Tang (2013) commented on The Smart Local that he wanted to get a pair of Nike Flyknit Lunar 1+ shoes and found out that only the Nike outlet in Orchard Central and iRun in Queensway Shopping Centre had his dream shoes in stock. The online search he ran saved him a lot of ‘shoe hunting’ time.
Memories
Operating since the 1970s, there are bound to be memories that had been created in Queensway Shopping Centre, be it with family or friends. It could be a place to hang out with friends after school, or a place for families to have meals or shop together. One of the greatest discovery there is probably the last-standing Circus Circus Arcade in Singapore where many fond memories had been formed there, especially those days in the past.