Taking over the 2,800 sq ft space previously occupied by luxury retailer Hermes, Mosscape Concept is yet another addition to the growing experiential concepts occupying Singapore’s retail scene. Mosscape Concept allowed customers to peruse preserved plants, attend workshops to learn about the art of creating terrariums and experience a curated farm-to-fork takeaway menu with locally-grown produce.
“Brick-and-mortar stores that go beyond transactional functions by providing an interactive, value-adding experience are the future of retailing in the highly dynamic retail industry,” said, analyst at Euromonitor International. “Not only does the offering of an in-store experiential element entice and engage customers, but it also does justice to the high rental costs that retailers face in land-scarce Singapore and the flat retail sentiment.
“Simply offering high quality products in stores or online does not do the trick for consumers anymore,” she said. “The highly demanding and time-starved Singaporeans are increasingly expecting an engaging and value-for-time experience more than value-for-money experience during their limited time in stores.”
The boom of online shopping, especially amongst younger consumers, is also serving as a catalyst for experiential brick-and-mortar stores, according toShe noted that Japanese retailer Don Don Donki, which is famous for its baked sweet potatoes, uses the power of smell to draw people into the store when they walk out of the MRT station. “They can then browse through a wide variety of products that are made and designed in Japan and also enjoy a meal at the store.