Bringing the buzz back to retail space

City of Tomorrow, a 10,000sqf store in the middle of CityLink Mall in Singapore, is home to more than 40 curated brands and doubles up as an event space. Co-founders Chiang Xiaojun and Edwin Ng (who are aged 29 and 31 respectively) tell Muneerah Bee why it is not a cookie-cutter retail space.

What is the value that a retail space can offer to brands?

Chiang Xiaojun and Edwin Ng: The value of a retail space has changed over the years, but to us, a physical retail space allows consumers to have a real connection and personable experience when shopping that the online world is still lacking.

Whether it is consumers being able to feel and touch the products offered or retailers providing the offline retail service and experience that cannot be duplicated online, retail spaces remain relevant today.

This is especially so for a unique concept store such as City of Tomorrow, where we not only provide a retail or transactional experience, but are also creating a space that can be changed, curated and adapted continually to keep up with times.

It is also an event space where activities such as yoga classes and crafting workshops can be conducted, and we also have an F&B zone where shoppers can just relax while munching on their favourite snacks.

Why do you think retail does not necessarily need to shift online?

Chiang and Ng: We think that in today’s day and age where it is fastpaced and consumers are increasingly reliant on technology, there must be a balance between the traditional bricksand- mortar store and e-commerce. Both platforms should complement each other to provide consumers with a seamless retail experience.

The trend today is for retailers to start as an e-commerce platform but also gradually take it offline as the brand grows. On the other hand, brands that only have physical stores are looking for ways to get a slice of the e-commerce market.

Both online and offline retail can definitely co-exist on its own and it may not be necessary now for retail to shift online. In our opinion, we think there should be a balance between both to capture a wider market share in time to come.

Many millennials of our time are big on ‘throwbacks’ and getting away from technology so we definitely feel that consumers today can shop, eat and watch a movie all in one single store.

How can brands/merchants benefit from having their merchandise in a curated store such as City of Tomorrow?

Chiang and Ng: We have different zones, each specially curated for a particular segment of the market. When these different zones come together, we provide a holistic retail experience for consumers. Merchants benefit too from having their brand and product in such an all-encompassing concept store. Because of the different zones available, top-of-mind recall for consumers becomes more apparent.

City of Tomorrow aims to provide a clean and fuss-free passion-point retail experience so consumers who are looking for a specific kind of product can find something they enjoy. Having products at City of Tomorrow also allows for excellent brand exposure and awareness as consumers get to know and look out for upcoming and new brands when they have their products sold at our curated store. Our space allows for change easily, so we do plan to change concepts and zones every six to nine months.

How can retailers attract customers to visit a mall or store given the convenience that e-commerce offers?

Chiang and Ng: Retailers can have exclusive in-store merchandise or promotions to give consumers the reason to buy from both offline and online stores and at the end of the day — it is about building relationships and creating experiences. It is important to keep up with trends to provide consumers with what they are looking for.

Here at City of Tomorrow, we target passion points. Whether you are interested in sports or luxury products or even F&B, we provide all of those under one roof. We also make sure that every brand that can be found at City of Tomorrow has a story to share. We do not want to simply sell products, but rather, an entire retail experience.

What kind of engagement/activities can retailers/brands conduct within their retail space to keep customers returning?

Chiang and Ng: Be curious, learn,  experiment and keep up with the trends. This may be as simple as jazzing up the store layout once in a while or according to the season, if your products allow you to do so, or even just hosting unique events. It is important to listen to both what your brand supporters and non-brand lovers say — never ignore the negative comments but instead, learn from them and constantly evolve to ensure that your entire store, from the lights to every corner of your space, is made such that it attracts patrons and makes your brand stand out.

Most importantly, connect with your customers – invest time in training shop floor staff to carry your brand through each interaction and conversation.