Keeping the customer satisfied: The fall and rise of Sa Sa (A) and (B)

• Main Authors: LO, Siaw Ling, LAU, Yi Meng, LIM, Thomas
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2024
• Subjects: E-commerce; Branding; Marketing Channels; Customer Experience; Internet Marketing; Retail Trade; Asian Studies; E-Commerce
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/501; https://cmp-shop.smu.edu.sg/products/keeping-the-customer-satisfied-the-fall-and-rise-of-sa-sa-a-and-b?variant=42064765812778
• 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...