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

• Main Authors: LO, Siaw Ling, LAU, Yi Meng, LIM, Thomas
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2020
• Subjects: Cosmetics; Discount retail; E-commerce; Digital marketing; Branding; Customer experience management; Marketing channels; Target audience; E-Commerce; Marketing
• 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
• Institution: Singapore Management University

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...