, Singapore
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Uniqlo Singapore pilots mini outlet for busy shoppers

The store was developed using feedback from 31 million customers and employees.

Uniqlo Singapore is targeting busy urban shoppers by launching a compact store that’s a tenth the size of a typical outlet at the Velocity@Novena Square, a mixed-use development directly above an MRT station.

Its Touchpoint concept store offers click-and-collect services, curated products, and digital tools for shoppers who move between online and offline channels.

“It was really created to better serve the customers living and working in Singapore who are usually very time-poor,” Cecilia Tan, e-commerce director at Uniqlo Singapore, told Retail Asia. “They really cherish convenience, flexibility, and ease of purchase.”

The branch, which was developed using feedback from 31 million customers and employees in 2024, will serve working professionals, elderly shoppers, and families, she said via Zoom.

Tan said the pilot store reflects the growing demand for hybrid retail models.

“They prefer to shop online and offline,” she said. "They can be shopping online on their way to work, and they want to collect their parcel in-store after work.”

Touchpoint stores offer same-day click-and-collect for orders made by noon. A second window lets customers pick up their orders by 10 a.m. the next day if they check out by 3 p.m.

The Japanese casual wear designer and retailer’s latest outlet features seasonal bestsellers, workwear, and activewear. Staff have been trained to help customers use the Uniqlo app.

Tan said the click-and-collect service is not just for convenience. “It’s really a part of the customer journey,” she added, noting that most customers in Singapore pass by malls or MRT stations with a Uniqlo outlet daily.

Uniqlo is also extending in-store services to its app, including alteration and helping users match sizing from past purchases.

Tan said the Touchpoint concept is expected to be a hit in Singapore, which is densely populated and has high digital adoption, but Uniqlo is still in the early testing phase.

“If the results continue to be positive, we certainly will explore more community-centric locations or high-traffic areas,” she said.

Uniqlo also plans to integrate its physical and digital channels in the next three to five years for a seamless customer experience. 

“We are really at the stage where we acknowledge that digital, online and offline will co-exist,” Tan said.

Fast Retailing Co. Ltd., which owns Uniqlo Co. Ltd. and brands such as GU, Theory, and PLST, posted a 19% year-on-year increase in profit attributable to owners to $1.62b (¥233.5b) in the first half ended February, according to financial results posted on its website.
 

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