NUS BBA 17 October 2017

BBA students become shopping champions

Congratulations to Calvin Wee (BBA Year 2), and his team mates Low Mei Jun (Real Estate Year 2) and Tong Youxin (Real Estate Year 2) on winning the Wisma Atria Case Competition.

From left: Calvin Wee (BBA Year 2); Low Mei Jun (Real Estate Year 2) and Tong Youxin (Real Estate Year 2)

The case competition required participants to develop a detailed business proposal with integrated strategies such as tenant mix, marketing events and activities and mall environment to address the challenges in the retail and REIT environment and reinforce Wisma Atria’s position as a global retail player and premier shopping destination.

“We identified the key issues that Wisma Atria faced were mainly competition from e-commerce and the lack of distinct positioning along Orchard Road. We wanted to provide practical and innovative solutions that will solve Wisma Atria’s challenges,” said Calvin.

The team’s recommendation was to brand Wisma Atria as premium global-themed mall with a focus on exclusive “affordable luxury” fashion brands such as Gieves & Hawkes to complement her sister mall, Ngee Ann City.

In view of the growing tourists trend in Singapore, the team recommended a rewards system for Wisma Atria that synchronises across all Starhill Reits Properties globally and to collaborate with online travel agencies such as Expedia to issue shopping vouchers for tourists that have booked their trips to Singapore.

And for the local market, the team proposed a monthly fashion look-book aiming to engage consumers consistently; while also acting as a complimentary marketing for her tenants.