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  • Flame Communications

Singapore Retailers Association Inaugural Go Global Indonesia Campaign Succeeds with Flame Comms

Updated: May 21


Singapore Retailers Association (SRA) is a non-profit, independent retail trade body founded in Singapore in 1977, funded entirely by the private sector. Led by 18 council members from leading companies and SMEs, SRA strives to be the respected and collective voice of the retail industry, advancing the interests of the retail industry through insights, education and strategic collaborations.

Project Summary

SRA's Go Global Indonesia mission was to connect Singaporean retailers with Indonesian partners, offering them an opportunity to familiarise, orientate and learn best practices of setting up retail operations in Indonesia.

To ensure the project's success, SRA appointed Flame Communications, a marketing and communications agency with experience and know-how in the Indonesian sector. From 22 to 25 August 2022, Flame Communications organised a 4-days-3-nights business mission to Jakarta for a group of retailers, including By Marlena, DCS Synthesis, Diyana Halik, DMK (Singapore), Fatimah Mohsin The Wedding Gallery, Phoon Huat, and Simply Rays. Ketua Umum Asosiasi Pengusaha Retail Indonesia (Aprindo) was also present to share the local retail insights with the delegates.

During the trip, the team of retailers participated in various business matching meetings and site visits to major shopping malls such as Grand Indonesia Shopping Mall, Plaza Indonesia, Senayan Park and Lotte Shopping Avenue. On the final day, the group was taken to INA SHOP Expo 2022 to gain insights and network with local retail practitioners.

The project was a success, with 10 business meetings conducted and contact information exchanged for the retailers to pursue Indonesian companies as partners for business expansion and growth. They gained realistic expectations and benchmarks about the Indonesian target markets from their visits to the local practitioners and the live retail environment, meeting the project objectives.

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