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Great Singapore Sale goes digital amid changing retail landscape

SINGAPORE — The Great Singapore Sale (GSS) is going digital to reach out to younger shoppers and tech-savvy consumers.

Singapore Retailers Association launched the 24th edition of The Great Singapore Sale, on June 9, 2017, with a new digital moble application, GoSpree. A user is seen scanning the QR code to download the app. Photo: Esther Leong/TODAY

Singapore Retailers Association launched the 24th edition of The Great Singapore Sale, on June 9, 2017, with a new digital moble application, GoSpree. A user is seen scanning the QR code to download the app. Photo: Esther Leong/TODAY

SINGAPORE — The Great Singapore Sale (GSS) is going digital to reach out to younger shoppers and tech-savvy consumers.

At the official launch of the annual event’s 24th edition in Orchard Road on Friday (June 9), the Singapore Retailers Association (SRA) unveiled the specially commissioned GoSpree mobile app which links to exclusive shopping bargains and deals from over 100 brands and a wide range of retailers and dining outlets.

“The Singapore retail sector, like the broader economy, needs to embrace and adapt to fast emerging technologies. SRA took a lead in this and the unveiling of GoSpree is a fruition of this effort,” said SRA President Mr R Dhinakaran in a press statement.

Despite the “more challenging” retail environment, Singapore has “weathered the storm well thus far”, said Mr Dhinakaran. He urged retailers to “innovate and transform the customer experience”, using digital technology such as the GoSpree app to “put the buzz back into the retail industry”.

The free app enables shoppers to browse through unique offers and discounts through eCoupons that can be downloaded directly from their smartphones for redemption at designated stores. GoSpree shoppers can also scan QR codes embedded with special deals. For starters, the first 3,000 users to download the app and register will receive a S$5 eCoupon from Takashimaya department store.

The GSS will run until August 13, which will enable retailers to include National Day-themed promotions in their marketing strategy. The timing of the sale event was pushed back by up to a week to capture Singapore residents returning from an early start of the June school holidays. The period also coincides with the holidays of Indonesia and China, which is aimed at attracting the tourist dollar, according to the SRA.

“The Great Singapore Sale is part of our goal of enhancing Singapore’s vibrant tourism landscape. With the introduction of the new application and more fun activities, we believe Singapore residents and visitors should remain captivated,” said Ms Ranita Sundramoorthy, director of attractions, dining and retail at Singapore Tourism Board.

For the second year running, China’s UnionPay is the official card for the GSS. Mr Wenhui Yang, general manager of UnionPay International South-east Asia said: “With new digital initiatives to extend the event’s reach to tech-savvy consumers, we believe that this will heighten the overall GSS experience in line with our aim to introduce more innovative products and services in Singapore.”

Mr Christopher Cann, chairman of the GSS 2017 organising committee, lauded the effort of committee members in the “remaking of GSS 2017”.

Mr Thomas Wong, general manager at Soap Art, which has signed up with the GoSpree app said: “This is a great opportunity for businesses. We registered with the app for free (and) are hoping to do much more business this year than ever before.”

At the launch ceremony, DJs Glenn Ong and the Flying Dutchman kicked off the shopping festival with a “flash mob” and roving talents along the Orchard Road shopping belt invited shoppers to scan QR Codes off them to receive goodies and attractive eCoupon deals.

The celebratory launch will be followed by two roving weekend events at Marina Bay and Bugis precincts and shopping enclaves on July 1 and July 22 respectively.

Ms Valerie Lim, 28, who was at the Orchard Road event, commented that “Singaporeans shop all through the year”. While the app “looks interesting”, she said that she would spend more only if the offers turn out to be bigger and better than during normal times.

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