Beauty 4.0 - Decoding the Business of Beauty
Notes from Showfields: Customer-first experiences key to tackling physical store challenges – Scent by SIX
This content item was originally published on www.cosmeticsdesign-asia.com, a William Reed online publication.
Based in the US, Showfields showcases a rotating selection of carefully curated brands across multiple categories – a veritable retail degustation of exciting emerging brands.
Scent by SIX, an independent fragrance label from Singapore, was recently invited to hold a pop-up at its New York City branch.
Speaking on the Beauty 4.0 podcast, founder Jason Lee expressed his admiration for the retailer, noting its ability to get consumers to slow down and explore, especially in the action-packed New York City.
Unlike traditional retailers, Showfields is not about the hard sell. It has attractions to encourage consumers to wander and eventually stumble upon a new discovery. It is also the chance to meet brand owners and learn more about their stories.
Furthermore, the self-proclaimed “most interesting store in the world” offers a unique shopping experience by curating physical spaces that engages consumer through interactive exhibits or art installations. It even has a signature indoor slide to make your exit just as eventful as your entry.
Beyond the quirkiness, Lee believes Showfields is a model that retailers can aspire to emulate with its customer-first philosophy. For instance, he highlighted the retailer’s own group of highly trained staff
“Speaking from my own experience as a customer in January last year, when I visited the store, each and every store attendant, the ambassadors, they are very knowledgeable in relation to each brands’ narratives, brand story and products,” said Lee.
“You can see the kind of involvement, the dedication, and the depth of each ambassador. This is something that I think in Singapore's context, in relation to the retail industry, what our retail force should aspire to be, because it goes beyond just standing around and promoting the products.”
This is even more important as tech companies strive to offer consumers a rich and immersive experience at the touch of a button.
“Right now, we are talking about, moving on to the metaverse and the speed at which we should be educating ourselves to catch up will just get faster and faster,” said Lee.
“In seven years’ time, the way we communicate will be very different. And if we don't start now, how are we going to retain our team and our workers. So, we have to take this very seriously and not to procrastinate.”
To hear more of Jason’s insights into Showfields, the US beauty market, retail challenges, and the metaverse, check out the podcast above.