Retail
- Metro Retail Operations
Metro Retail Operations
RETAIL OPERATIONS
Since the opening of its first flagship store at 72 High Street in 1957 by the late Mr Ong Tjoe Kim (“王梓琴”), Metro has grown into a trusted and enduring retail name in the region. Today, amidst a rapidly changing retail landscape, Metro remains committed to reinvention to stay relevant while honouring its heritage.
Faced with macroeconomic headwinds such as persistent inflation, the impact of increased Goods and Services Tax, heightened operational costs, and an evolving competitive landscape shaped by regional travel, digital platforms, and shifting consumer preferences, Metro has taken decisive steps to future-proof its business.
A key focus has been the continual refinement of its merchandise strategy. This includes a sharper emphasis on developing exclusive in-house private labels to strengthen brand identity and protect margins, as well as forging strategic collaborations with international and niche brands to offer limited-edition products. These curated experiences help Metro stand out in a crowded retail environment, enhancing both differentiation and customer engagement.
K/WOODS, Metro’s exclusive private label, introduced its traveller series to cater to the growing demand for stylish, functional fashion driven by resurgence in travel and evolving customer lifestyles.
Metro is also accelerating its omnichannel transformation. By integrating online and offline platforms, Metro has launched cross-platform merchandising and fulfilment capabilities by empowering customers to buy, collect, exchange, or return products seamlessly across any Metro store, regardless of the channel used.
At the heart of this transformation lies data. Metro is leveraging real-time analytics to gain deeper insights into customer behaviour, allowing for hyper-personalisation, optimised product assortments, and faster adaptation to emerging trends. These insights are also integrated into marketing strategies, customer service enhancements, and store experience design by ensuring that every interaction with the brand is meaningful and relevant.
The Group’s Customer Relationship Management (“CRM”) program continues to be a cornerstone of Metro’s engagement strategy. Beyond transactional rewards, the CRM ecosystem is being evolved to deliver personalised experiences, loyalty exclusives, and curated offers that resonate with Metro’s diverse customer base.
Operational excellence and customer trust remain paramount. Metro upholds strict compliance with the Personal Data Protection Act 2012 and has implemented robust governance frameworks to protect customer data, reinforcing its commitment to integrity, transparency, and security in all digital and physical touchpoints.
SINGAPORE
Metro Stores
Metro currently operates two department stores in Singapore under its flagship brand:
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Across both locations, Metro’s retail philosophy remains rooted in its founding values of Design, Quality, Value, and Service. These pillars continue to guide the Group’s transformation journey by redefining the modern department store through curated experiences, digital innovation, and a relentless focus on customer-centricity.
INDONESIA
Metro Trademarks
Metro granted PT Metropolitan Retailmart, which was divested in December 2019 to the Group’s existing partner, permission to use its “Metro” trademarks in Indonesia.
OUTLOOK
Singapore’s retail trade sector reversed from a 1.3% growth in 2023 to a 0.4% contraction in 2024, weighed down by more cautious spending amid high cost and global uncertainties 1, 2. Department stores’ sales volume contracted 3.2% in 20241 as compared to the flat growth recorded in 20233. Retail sales in Singapore are likely to remain subdued in 2025, with consumer demand diverted overseas with the strong SGD, and household sentiment could weaken amid dimming economic outlook and broadening global trade war4. In view that the challenging market conditions are expected to persist, we remain committed to optimising our retail division’s operations and driving efficiencies to better navigate the environment and maintain our competitive edge.
