As Singaporeans turn to online shopping and continue to shun DIY, are hardware stores dying?

In a corner on the third floor of Lucky Plaza lies a hardware store that some have described as "the shop that has it all". "We try to carry a wide range of stocks," said the second-generation owner of Handyman Centre who preferred to be known only as Mr Tan. But even then, the store, founded by Mr Tan's father in the 1970s, has seen better days. Business has become "very erratic" over the past decade, said the owner, with competition from e-commerce being a reason. "We've had people coming here to ask if we sell this. They have a look and ask questions, then they buy online. We also get customers saying they don't like to buy online and still want to support brick-and-mortar stores, but how many of them are there?"

The other reason is the lack of a Do-It-Yourself (DIY) culture here. While step-by-step videos online have spurred some to try things out on their own, "there is a limit as to what people can do" given the space constraints in HDB flats, said Mr Tan. "DIY is about really building something, not just hanging a picture or replacing a light bulb ... The community remains very small here," added the 64-year-old.

"VERY SUNSET" INDUSTRY? These are not just hurting the independent hardware stores; even bigger players have been hammered. Once a familiar sight in many shopping malls, home-grown retail chain Home-Fix closed down all of its stores earlier this month as it undergoes interim judicial management.

NOT DOOM AND GLOOM: SELFFIX. Interestingly, Selffix opened its 14th outlet at the basement of Great World City last Friday (Dec 20) - marking its third new store opening this year. Speaking to CNA before the opening, its director John Teo candidly admitted the challenges facing his industry, but he also said that the strategy of expanding in shopping malls may not be doomed for failure. "There's still a need for physical stores so that customers can see and touch the items. We also want to provide the convenience of store pick-ups for online orders." Selffix's venture into e-commerce, with the set-up of its own website and partnering other e-marketplaces like Lazada, has also paid off. Online sales registered a double-digit increase from last year. But Mr Teo said Selffix is not delusional, as the exit of the company's biggest competitor suggests "big challenges" present in the industry.As Singaporeans turn to online shopping and continue to shun DIY, are hardware stores dying?

In a corner on the third floor of Lucky Plaza lies a hardware store that some have described as "the shop that has it all". "We try to carry a wide range of stocks," said the second-generation owner of Handyman Centre who preferred to be known only as Mr Tan. But even then, the store, founded by Mr Tan's father in the 1970s, has seen better days. Business has become "very erratic" over the past decade, said the owner, with competition from e-commerce being a reason. "We've had people coming here to ask if we sell this. They have a look and ask questions, then they buy online. We also get customers saying they don't like to buy online and still want to support brick-and-mortar stores, but how many of them are there?"

The other reason is the lack of a Do-It-Yourself (DIY) culture here. While step-by-step videos online have spurred some to try things out on their own, "there is a limit as to what people can do" given the space constraints in HDB flats, said Mr Tan. "DIY is about really building something, not just hanging a picture or replacing a light bulb ... The community remains very small here," added the 64-year-old.

"VERY SUNSET" INDUSTRY? These are not just hurting the independent hardware stores; even bigger players have been hammered. Once a familiar sight in many shopping malls, home-grown retail chain Home-Fix closed down all of its stores earlier this month as it undergoes interim judicial management.

NOT DOOM AND GLOOM: SELFFIX. Interestingly, Selffix opened its 14th outlet at the basement of Great World City last Friday (Dec 20) - marking its third new store opening this year. Speaking to CNA before the opening, its director John Teo candidly admitted the challenges facing his industry, but he also said that the strategy of expanding in shopping malls may not be doomed for failure. "There's still a need for physical stores so that customers can see and touch the items. We also want to provide the convenience of store pick-ups for online orders." Selffix's venture into e-commerce, with the set-up of its own website and partnering other e-marketplaces like Lazada, has also paid off. Online sales registered a double-digit increase from last year. But Mr Teo said Selffix is not delusional, as the exit of the company's biggest competitor suggests "big challenges" present in the industry.

Adapted for academic purposes from https://www.channelnewsasia.com/news/singapore/diy-hardware-stores-onlineshopping-home-fix-12205652, 24 Dec 2019, updated 04 Feb 2020

Question:Apply the multichannel marketing concept and discuss how hardware stores can utilise hybrid marketing, i.e. both online and offline channels, to improve business performance.

(16 marks)