More Singapore Malls Catering to Families

January 20, 2012

AsiaOne News recently reported that retailers are keen to invest in family-friendly measures. "There is only so much retailers can do to differentiate themselves in the area of merchandise. They have to differentiate through the kind of services they provide."

On January 18, Jo Fang and Gwendolyn Ng of AsiaOne News reported:

“More businesses, such as shopping malls, are implementing measures that aim to make the consumer experience better for families. For instance, some malls have play areas for children and have wider aisles to accommodate strollers and wheelchairs, for young and old.

The Businesses for Families Council, set up to help businesses cater to families here, said it has, since 2006, seen a leap of 118 per cent in businesses which are committed to adopting family-friendly practices. The council is supported by the Ministry of Community Development, Youth and Sports.

Ms Lau Chuen Wei, council member and executive director of Singapore Retailers Association, said that retailers are aware of growing competition and are keen to invest in family-friendly measures.

She said: "There is only so much retailers can do to differentiate themselves in the area of merchandise offerings... They have to differentiate themselves through the kind of services they provide."

To encourage more businesses to be pro-family, the council presented "We Welcome Families" Awards in 2011 to hand out accolades to businesses - such as food-and-beverage outlets and malls - with family-friendly practices.  PLAYTIME customer Frasier Centrepoint Malls’ Northpoint Shopping Centre was one of the finalists.

A Frasers Centrepoint Malls spokesperson said the company has "definitely seen an increase in families visiting our malls and staying longer to enjoy the amenities", after pro-family measures were implemented gradually about five years ago.

PLAYTIME designed and shipped 12 soft play elements to the Northpoint Shopping Centre, located at 930 Yishun Avenue 2, Singapore 769098. The soft play climbers, crawlers and tunnels are part of a large 5,400 sq ft rooftop playground designed to provide a fun and interactive experience for children with its water features, ground sprays and specially imported multi-play elements.

In May 2010, Northpoint won a bronze award in the BCA Universal Design Award for Built Environment 2010 - Refurbished Building Category. This award gives recognition to buildings, which have good practices and take special efforts to raise awareness of the importance of providing seamless accessible built environment for all. Northpoint is also accredited with the Business for Families mark.

Shopper Celine Ong, 34, a mother of two, said that restaurants or malls that have family-friendly features rank high on her list of go-to places.

"It can be a struggle, sometimes, to take care of two kids when I'm out. So, it makes my experience easier when there are clean diaper-changing facilities and play areas to keep my children entertained," she said.

Click here to read full AsiaOne News article.