25-05-2025
Forum: Retailers must adapt to modern consumer behaviour
Recently, I visited Best Denki intending to make a straightforward purchase: a $75 standing fan I had found on its website. Armed with screenshots and optimism, I arrived at the store, only to discover the same model priced $30 higher in-store.
When I inquired, the sales staff tersely informed me that 'online and in-store prices are different'. No offer to match the price. No attempt to explain or assist further.
I walked out with no fan, and a reminder of why traditional retail in Singapore is facing an uphill battle.
Many retailers fail to understand or embrace the concept of omni-channel shopping – the seamless integration of online and offline experiences that today's consumers expect.
In an age where consumers do their research online before stepping into a store, why is physical retail treated as a separate, siloed universe?
The fan, identical in make and model, should not cost more simply because it sits under fluorescent lighting instead of appearing on a web browser.
The dismissive attitude I encountered also highlighted the absence of any meaningful customer service training or empowerment.
Retailers must invest in staff training, upgrade digital infrastructure and align pricing across platforms.
True omni-channel commerce doesn't just offer convenience, it builds loyalty. A retailer who makes it easy for me to complete my purchase, no matter the channel, wins my business not once, but repeatedly.
Until then, I will keep shopping elsewhere. Retailers who fail to adapt to the realities of modern consumer behaviour should not be surprised when foot traffic dwindles and sales plummet.
Tuan Ming Lee
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