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Catchbay, a New Retail Experience for Anglers, Launches in Singapore

SureCatch World launched a new retail concept for anglers known as Catchbay at their international headquarters.

Singapore, Singapore, April 04, 2013 --( SureCatch World launched a new retail concept for anglers known as Catchbay at their international headquarters. The 3000 square feet angler-centered retail experience is the first of its kind in Southeast Asia and was developed by Consulus as part of SureCatch World’s strategic plan to offer unique experiences for anglers. Catchbay houses a variety of brands, features a technical support area for the purpose of repairing rods and reels and is staffed by a passionate crew who are knowledgeable about angling. The space will also showcase videos of fishing trips by anglers to foster a sense of community.

The concept fills a void in the region where products for anglers tend to be sold in an environment similar to that of a provision shop. Many angler shops are led by an older generation and so lack the appreciation of a good retail strategy and shopping experience to attract younger anglers.

The pilot project is meant as a retail template for existing partners to understand how to upgrade their experiences or even adopt the full concept to remain relevant. SureCatch World plans to work with existing retail partners to gradually introduce Catchbay in South-east Asia.

“We don’t want to compete with our retail partners but at the same time, if we want to expand the pie, we need a more sophisticated retail experience to attract new customers. Catchbay acts as the catalyst to convince our stakeholders that change will help them in the long run,” Doris Toh, CEO at SureCatch World, said.

As Asian brands move up the value chain from being distributors to purveyors of new experiences, innovation will be needed to make the change. Putting a new concept in place may be easy but sustaining it will be challenging.

“From our point of view, the challenge is always about sustaining the strategy as this concept rolls out in different phases. Helping SCW build up a strong marketing team was critical to Catchbay. The team, which was hired and trained by our strategists, was an important pillar in the execution of this plan. Further fine-tuning is still needed but it is a great start,” Lawrence Chong, CEO at Consulus, said.

The next step for SureCatch World is to study the data in terms of traffic and product sales. This will help partners understand how they can leverage on these insights and build better retail experiences.

About SureCatch World
Headquartered in Singapore, SureCatch World Private Limited, formerly known as Siow Chiang & Company Private Limited, is one of Southeast Asia’s leading wholesalers and manufacturers of sports fishing tackle. For more than 50 years, we have provided fishermen with a fine selection of fishing tackle brands and products.

To date, we have established offices in Penang, Peninsula Malaysia and Sarawak, East Malaysia, while working closely with our partners in Indonesia, Thailand, Hong Kong and Australia, to further develop the markets in the Asia-Pacific region. Supported by manufacturing operations in Malaysia, China, South Korea and Taiwan, we currently export to more than 30 countries around the world.

Since the introduction of our most successful brand, SureCatch in 1997, we have brought to market other quality brands such as ATC (2001), Tiburon (2006) and Zerek Innovation (2010).

About Consulus Pte Ltd
Identity Branding | Business Design & Design for Business
Consulus is Asia’s leading innovation and transformative firm that combines management consulting with multi-disciplinary design. We seek to build creative brand experiences using an inside-out approach. We believe that a brand guided by an authentic intent, supported by a unique business model and communicated through a distinct design can truly shape the world.

From spaces to products, we have an operating experience in 17 cities from New York to Singapore. To date we have served clients in the B2B, B2C and public sectors and have been involved in complex million-dollar projects in fast-growing sectors such as banking and retail.
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Consulus Pte Ltd
Christina Tarigan

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