Retailing curriculum 'has gained prominence' in S'pore

RETAIL management is a serious study, as Geoffrey da Silva, marketing lecturer at the Singapore Management University's (SMU) Lee Kong Chian School of Business, would like you to believe.

Speaking at the Q1 2015 Customer Satisfaction Index of Singapore (CSISG) results briefing last month, Mr da Silva said that the retailing curriculum - which has been in place here for over 30 years now - has gained prominence due to major changes in consumer buying behaviour, increased leisure and travel, the impact of technology (principally online shopping) and the globalisation of marketing.

Customers, for instance, are seeking better quality at value prices, more customisation by brands and personable relationships where they can find the "retailer's face" in their purchases so that they feel important and that someone is listening to their unique needs.