Each week, TODAY’s long-running Big Read series delves into trends and issues that matter. This week, we look at what retail, entertainment and leisure will look like post-circuit breaker. This is a shortened version of the full feature, which can be found here.

SINGAPORE — The circuit breaker that was imposed on April 7 to curb the Covid-19 outbreak is set to be eased on Tuesday (June 2), after nearly two months.

But Singapore residents will still have to wait before they can indulge in retail therapy, dine out or watch a movie — which will resume from phase two onwards.

On Thursday, National Development Minister Lawrence Wong said that if infection rates remain low and stable, the further easing of circuit breaker measures under the second phase could take place before June 30. 

While there is still some uncertainty as to when Singapore will progress to the later phases, businesses in the retail, entertainment and leisure sectors — such as chain stores, cinemas, gyms, massage and nail parlours — are already preparing to attract customers back by tweaking or changing their modus operandi.

TODAY takes a look at what consumers can expect, as well as the challenges faced by these businesses.

RETAILERS: RISE OF THE OMNICHANNEL MODEL 

Just as the pandemic has compelled white-collar companies to overcome their inertia and fully embrace the idea of telecommuting, the virus has similarly been the push that some retailers needed to go digital.

However, will it completely change their business model?

What some merchants say:

• A Robinsons spokesperson said the company will be ramping up its online shopping in light of Covid-19. Still, the company has “always believed in the power of the personal touch”. “The brick-and-mortar store allows us to express premium service in a way that the digital store cannot,” added the spokesperson.

• Mrs Helen Khoo, executive director of Wing Tai Retail — which handles brands such as Fox Kids & Baby, Dorothy Perkins and Topshop — said “shopping in stores provides a better experience and touchpoints on practical needs”. Nevertheless, she also believes online and offline shopping can coexist and complement each other through an omnichannel model.

• Wing Tai Retail will be allowing customers to reserve products online and book an appointment for collection when stores reopen to speed up the transaction. They are also looking at live streaming new arrivals on their social media platforms to reach out to customers. 

• Others, such as cosmetic chain Sephora, plan to push tools to allow customers to try their products virtually, even if they are physically present in the store. A Sephora spokesperson said that as a precaution, it will not be allowing the testing of cosmetics or offering makeover services.

• For patrons who are still not keen to enter the store but want to consult the chain’s beauty advisers, the spokesperson said it has launched a Virtual Consultation Service where customers can call in regarding any of their make-up, skincare, haircare or fragrance queries.

What retail experts say:

• The circuit breaker has altered the consumption habits of Singaporeans, said Mr Lucas Tok, a lecturer on retail at the Singapore Polytechnic. “If you have formed a habit of getting a certain product online (during the circuit breaker), you might just walk past a store selling it,” said Mr Tok. “The real test for them (businesses) is, how are you going to make consumers walk into your store?”

• Mr Desmond Sim, head of Southeast Asia research at real estate firm CBRE, suggested that physical shop fronts can be a way businesses can “hook” new customers by offering them something experiential, while the online stores allow for recurring income due to the convenience they afford.

F&B, NIGHTLIFE: NEW EXPERIENCES 

Like their retail counterparts, food and beverage operators said that it will be a challenge to lure customers back.

These are the challenges, and the potential solutions, that the operators raised:

• Mrs Christina Keilthy, co-owner of the Godmama Peranakan restaurant, said safe-distancing measures will limit seating capacity and put a cap on profits. To make up for the loss in revenue, she said she will have to continue relying on deliveries and take-aways.

• Mr Marcus Foo, the chief executive officer of PPP Coffee which manages Chye Seng Huat Hardware cafe, hopes to attract walk-in customers by offering the ultimate coffee experience — a retail space for customers to replenish their pantries with all things caffeine-related.

• Having a retail space is something in the works for restaurant chain Tung Lok Group as well, said its chief executive officer Andrew Tjioe, who did not share the details.

• Mr Tjoe said that while providing deliveries and takeaways may help to make up for the drop in dining-in capacity, it will not be enough. Offering a retail space, for example, would not only “enhance customer experience” but also give the restaurant an opportunity to sell something, he added.

• The business owners said they have no intention of raising their prices to recoup their losses or make up for the reduced seating capacity.

While restaurants and cafes can rely on delivery services to make up for the lack of walk-in customers, the same cannot be said of those in the nightlife scene.

People patronise bars, pubs and clubs for the atmosphere, said Mr Dennis Foo, adviser to the Singapore Nightlife Business Association.

Part of this atmosphere relies on the presence of crowds, said Mr Dennis Foo, who is also director of special projects for the Singapore River One — an organisation that manages the Singapore River precinct.

“The more people there are, the better. That was the selling point,” he said, “But today, that has changed and the atmosphere just won’t be there because customers will only feel comfortable if there are less people around (in a confined space).”

To get around this, Mr Dennis Foo suggested that the authorities could look into allowing the use of al fresco spaces within certain precincts:

• This would mean that patrons would no longer have to be confined within an establishment. Instead, they could be outdoors while maintaining a safe distance from one another.

• The open area will have to be organised at a precinct or along a street where movement is controlled through gated entrances and exits. This could provide a real time count of the number of people in the designated area, screen out anyone with a fever through thermal scanners and even make it easier for contact tracing.

• To attract people, there can be some form of light entertainment located centrally in the precinct or street, so that it can be enjoyed by most if not all customers. “A two to three-piece acoustic ensemble playing chill music will be ideal,” Mr Foo said.

CINEMAS, THEATRES: SEAT GAPS, VIDEO-ON-DEMAND, ONLINE PERFORMANCES

Going to the movies, when this is allowed to resume, may not need to be a lonely affair.

At Singapore’s largest cinema chain Golden Village (GV), which operates 14 cinemas, seats will remain reconfigured in checkerboard style in pairs, similar to what was observed shortly before the circuit breaker kicked in. 

However, these seating arrangements, which were in line with the Government’s social-distancing guidelines at the time, are subject to change and can only be confirmed at a later date, a GV spokesperson said.

At Shaw Theatres, a similar arrangement of a two-seat gap was implemented prior to the circuit breaker taking effect. A spokesperson told TODAY that they are currently waiting on directions from the authorities.

Over at The Projector, an independent cinema in Beach Road, the capacity in its cinema halls was slashed by 50 per cent pre-circuit breaker to abide by safe-distancing measures, but people still had the option of choosing where they wanted to sit. Post-circuit breaker, a similar approach will be adopted, said The Projector’s general manager Prashant Somosundram.

As for theatre groups and practitioners, the artistic directors of local theatre company Pangdemonium, Tracie and Adrian Pang, said that the situation seems “bleak” but they are “holding on to hope”.

They are looking into the possibility of two to three new projects that may be viable to do under social-distancing rules. In the meantime, they have streamed four of their past works — Falling, Late Company, Dragonflies, and Chinglish — for free, with the reception being “far greater” than they had expected, reaching over 91 countries.

Dream Academy, another local theatre company, launched its 50 Days of Laughter series on YouTube on March 30. Clips from Dream Academy’s past shows by Dim Sum Dollies, comedian Kumar and Broadway Beng, are being released every weekday over 10 weeks, ending on June 5. New content, which the team is working on, will be subsequently rolled out.

HEALTH & WELLNESS: GYMS, MASSAGE & NAIL PARLOURS ADAPT TO NEW NORM 

With gyms set to open in the second phase, those eager to get back into their usual fitness routines can expect some changes.

Here is what gyms TODAY spoke to plan to do:

Gymmboxx

• Provide a new membership structure for customers open to using the gym during off-peak hours.

• Stop accepting per-entry customers to prioritise their members’ use of the gym. The duration of members’ use of the gym will also be capped at two hours.

• Make available a URL link where members can track and view the number of members at the respective outlets at any given time.

Fitness First

• Add more group fitness classes by introducing off-peak slots.

True Fitness and TFX

• Will have a web-based club capacity tracker.

• Users will also be able to make gym entry bookings via their mobile application.

• Divide studios into smaller studios so that more classes can be made available.

• Launching more 30-minute classes instead of 60-minute classes so that there can be more sessions.

UFit

• Personal training customers will be offered the option of taking their workouts outdoors

While the gyms — occupying relatively large premises — have some flexibility to adapt their business, the nail salons will literally have a smaller wriggle room.

Ms Joanna Lee, the owner of Princess's Cottage: The Nails Story, said that each of her three outlets will have a limit of 10 people at any one time. With an average of six staff in each outlet, that leaves space for only four customers, she said.

“We will require the customer’s understanding that fewer appointments will be available. This will also cause a drop in revenue and inevitably affect the performance of business,” she said.

Ms Zoe Lim, the owner of Nails & Good Company, which opened in 2018, is similarly worried about the lower occupancy rate which she said will have an impact on profitability.

“We will not be able to take in group bookings as much as we used to due to limited spaces. In addition, more time will also have to be added in between services to allow for in-depth cleaning,” she said.  

Meanwhile, a massage parlour chain is hoping that customers would be understanding of the additional hassle and possible price hikes.

Mr Joseph Loy, director of Han Dynasty, said that while the services offered will be the same, the process might not be as seamless, which could impact customers’ view of the overall experience, thereby affecting the brand.

“Before Covid-19, customers would come in, write down their names and details, pay up and they are ready to be brought to their massage rooms. Now we have to take their temperature, travel history and key in their details for them. And avoid contact when paying by using PayNow or PayLah!,” he said.

The increased costs of buying hygiene products for his three outlets will inevitably have to be shared with the customers if the measures are prolonged, Mr Loy added.