When the customer is not queen: The cautionary tale of Sasa Singapore

Sa Sa International Holdings Limited, a leading cosmetics retail group in Asia, announced on December 2, 2019 that it would close all 22 stores in Singapore. It attributed the closures to the less-than-satisfactory performance of its Singapore operations for many years, where it had recorded losses...

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Main Authors: LO, Siaw Ling, LAU, Yi Meng, LIM, Thomas
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2020
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Online Access:https://ink.library.smu.edu.sg/cases_coll_all/305
https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-20-BATCH%20%5BPDF-Pic%5D/SMU-20-0013%20%5BSasa%20Singapore%5D/SMU-20-0013%20%5BSasa%20Singapore%5D.pdf
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spelling sg-smu-ink.cases_coll_all-13102022-11-09T07:09:59Z When the customer is not queen: The cautionary tale of Sasa Singapore LO, Siaw Ling LAU, Yi Meng LIM, Thomas Sa Sa International Holdings Limited, a leading cosmetics retail group in Asia, announced on December 2, 2019 that it would close all 22 stores in Singapore. It attributed the closures to the less-than-satisfactory performance of its Singapore operations for many years, where it had recorded losses for six consecutive years. This case analyses the possible reasons for Sasa’s store closures, and explores how an improved customer experience and omnichannel strategy delivered through phygital stores might have helped save the situation. This case is intended for use in a digital transformation course in an information systems undergraduate programme. Students who have successfully examined the case should be able to achieve the following learning objectives: 1) Identify what factors led to the exit of Sasa from the Singapore market, 2) Analyse the impact of changing customer behaviours and expectations in the digital business era, and 3) Evaluate the importance of the omnichannel strategy and how it can be executed. 2020-06-01T07:00:00Z text https://ink.library.smu.edu.sg/cases_coll_all/305 https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-20-BATCH%20%5BPDF-Pic%5D/SMU-20-0013%20%5BSasa%20Singapore%5D/SMU-20-0013%20%5BSasa%20Singapore%5D.pdf Case Collection eng Institutional Knowledge at Singapore Management University Cosmetics Discount retail E-commerce Digital marketing Branding Customer experience management Marketing channels Target audience E-Commerce Marketing
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Cosmetics
Discount retail
E-commerce
Digital marketing
Branding
Customer experience management
Marketing channels
Target audience
E-Commerce
Marketing
spellingShingle Cosmetics
Discount retail
E-commerce
Digital marketing
Branding
Customer experience management
Marketing channels
Target audience
E-Commerce
Marketing
LO, Siaw Ling
LAU, Yi Meng
LIM, Thomas
When the customer is not queen: The cautionary tale of Sasa Singapore
description Sa Sa International Holdings Limited, a leading cosmetics retail group in Asia, announced on December 2, 2019 that it would close all 22 stores in Singapore. It attributed the closures to the less-than-satisfactory performance of its Singapore operations for many years, where it had recorded losses for six consecutive years. This case analyses the possible reasons for Sasa’s store closures, and explores how an improved customer experience and omnichannel strategy delivered through phygital stores might have helped save the situation. This case is intended for use in a digital transformation course in an information systems undergraduate programme. Students who have successfully examined the case should be able to achieve the following learning objectives: 1) Identify what factors led to the exit of Sasa from the Singapore market, 2) Analyse the impact of changing customer behaviours and expectations in the digital business era, and 3) Evaluate the importance of the omnichannel strategy and how it can be executed.
format text
author LO, Siaw Ling
LAU, Yi Meng
LIM, Thomas
author_facet LO, Siaw Ling
LAU, Yi Meng
LIM, Thomas
author_sort LO, Siaw Ling
title When the customer is not queen: The cautionary tale of Sasa Singapore
title_short When the customer is not queen: The cautionary tale of Sasa Singapore
title_full When the customer is not queen: The cautionary tale of Sasa Singapore
title_fullStr When the customer is not queen: The cautionary tale of Sasa Singapore
title_full_unstemmed When the customer is not queen: The cautionary tale of Sasa Singapore
title_sort when the customer is not queen: the cautionary tale of sasa singapore
publisher Institutional Knowledge at Singapore Management University
publishDate 2020
url https://ink.library.smu.edu.sg/cases_coll_all/305
https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-20-BATCH%20%5BPDF-Pic%5D/SMU-20-0013%20%5BSasa%20Singapore%5D/SMU-20-0013%20%5BSasa%20Singapore%5D.pdf
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