Singapore retailers turn to experiential concepts to boost engagement

Local brands like Design Orchard and New Baru lead the way.

Retail in Singapore is now shifting from traditional transactions to immersive experiences.

“Retail is no longer just about selling products,” Sarah Ler, retail director of Enterprise Singapore, told Retail Asia Summit 2025 in Singapore. “It’s about creating connections, experiences, and value that transform how customers engage with brands.”

Local retailers are pioneering experiential concepts that go beyond conventional shopping. Design Orchard’s Doris, located on Orchard Road, showcases over 80 local designers and brands, whilst New Baru by the Lo & Behold Group combines F&B, wellness, and cultural activities to spotlight homegrown talent.

Other examples include Morning Coffee at New Baru, where customers explore their preferred coffee profiles through tastings and workshops, and Vivino’s flagship store at Raffles City, which offers wine bars, tapas, VR experiences, and personalised recommendations powered by data.

Even traditional formats like FairPrice Finest at Clarke Quay have been reimagined with food halls, cocktail bars, pick-and-cook services, and culinary workshops that turn routine grocery shopping into an experience worth planning for.

Technology plays a key role in supporting these experiences. Decathlon has implemented RFID inventory robots and automated systems to provide two-hour island-wide delivery for click-and-collect orders.

Love, Bonito integrates online and offline systems to allow real-time stock visibility and seamless ordering across 10 outlets and online channels.

Artificial intelligence is also being adopted to improve customer engagement. Scanteak uses AI chatbots for customer support, inventory, and delivery scheduling, whilst Gain City leverages AI to create immersive 3D home layouts for furniture visualisation.

Combining operational efficiency with engaging, customer-centric experiences is key to differentiating Singapore’s retail sector. “The retail landscape is changing rapidly. The question isn’t whether to transform, but how quickly you will begin,” she said.