CK TANG LIMITED |
Overview |
C K Tang (TANGS) has been one of the most popular fashion lifestyle retailers in Singapore for decades. Its continued success can be attributed to its ability to adapt well to changing consumer trends by recognising the need for focused marketing and diversity in business. Besides its successful flagship store at Orchard Road, Tangs has also set up shop at VivoCity in 2006 and has a number of niche boutiques and specialty business in Singapore and Malaysia. |
Strategy |
Mission |
To function as a pro-family business, TANGS believes in treating families as an integral part of its customer base. As a fashion lifestyle store, TANGS serves as a one-stop focal point to cater to the needs of the different family members, through its unique product mix. Top management works in tandem with business units to review and improve on the pro-family business initiatives at regular meetings. |
Product & Service Mix |
TANGS’ product mix caters for a one-stop shopping experience for everyone in the family, where each family member has something to do and experience at both its stores at Orchard and VivoCity. Especially at VivoCity, TANGS ensures its offerings complement the existing family-friendly environment within the mall. |
Marketing & Promotions |
To bring in more families to TANGS, the retailer implements family and children-centric programmes and activities during the school holidays and festive periods. For instance, as part of Tangs’ June school holiday programme in 2007, families were invited to bid for an experience to star in a Tangs Playground Summer Campaign Fashion Shoot at Club Med Cherating, The proceeds from the auction were donated to “Melrose Place”, operated by the Children’s Aid Society. The store also hosts Christmas parties and workshops for children. Through such fun-filled family-centric activities, Tangs seeks to strengthen family ties. |
Service |
Service Attitude |
To provide families with a warm and caring shopping environment, TANGS focuses on hiring staff that are able to provide quality target segments that include the family unit comprising children, parents and the elderly. Tangs has in place a comprehensive set of TANGS service standards when attending to customers, that covers being pro-active in case of unpleasant incidents. In line with its pro-family business policy, TANGS is looking into specifically tracking pro-family service standards and to recognise staff for meeting the needs of families at the store.
TANGS staff are encouraged to contribute ideas on how to improve pro-family business initiatives through “Work Improvement Teams” and chat sessions with management. |
Nurturing service care |
To nurture service care, TANGS reaches out to elderly customers through cooking demos, and music and merchandise display are used to engage them and to encourage them to join in family shopping outings. |
Safety first |
To ensure a safe shopping experience, especially for its younger customers, TANGS’ outlets are designed with child-safe features and products for children are placed at lower height to facilitate easy reach. Non-slip flooring is provided throughout the store and toilets. |
Infrastructure |
Access & Layout |
To cater for pro-family considerations, TANGS at VivoCity which sees more families shopping in its stores, features wider aisles to make it easier for mothers to push their prams and for couples with young children to shop around comfortably. Many seats and lounge areas have also been installed for elderly shoppers to rest. |
Facilities |
Family-friendly facilities include a Children’s Playground within the Orchard store and the Island Café which has a kids menu. Both stores have a comfortable lounge area and seats for weary families to take a rest. |
