Analysis of User and Merchant Dropoff for Sugar App - Project Overview
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Project Background
We are currently living in a digital age where possibilities are limitless. Rapid technological advancements has continuously shaped and changed our attitudes and behaviours towards different aspects of our lifestyles. With this move towards a more digital society, conventional shopping that has traditionally been taking place in brick-and-mortar shops are now gravitating towards online platforms for ease of convenience and getting a better deal.
Singapore has the highest smartphone penetration rate in the world at 88%, ahead of other countries such as Hong Kong, Australia and the U.S. For local businesses, consumers typically look for Price (38%), Quality (38%) and Availability (28%) before making a purchase decision. Approximately 42% of Singaporeans also turn to local discount websites such as Groupon, Deal.com.sg, Lazada and Qoo10 in search of better deals to secure better value for their money spent.
Introduction of Sugar
Sugar is an interactive city guide that seeks to encourage a culture of exploration in Singapore and helping local small businesses get discovered.
Currently, Sugar operates in 3 countries – Hong Kong, Jakarta and Singapore. It originated from Shanghai where it has experienced tremendous success of over 250,000 users a day and hence, the founders has decided to expand its operations to Singapore in early 2014.
Sugar has discovered that convenience is an important factor for users when selecting a local business. (See Fig.1) Thus, as a city guide with its location-based features, it hopes to revolutionise the online shopping industry.
