When the Customer Is Not Queen: The Cautionary Tale of Sasa Singapore

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Publication Date:
May 07, 2020

Industry:
Retail & Consumer Goods

Source:
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 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.

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When the Customer Is Not Queen: The Cautionary Tale of Sasa Singapore

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