Capitaland unveils new concept store with gamified onboarding and smart mirrors

CapitaLand has unveiled its multi-label concept store offering a blend of physical and digital experience. Called NomadX, the store is said to provide experiential shopping, as it includes gamified onboarding process, automated store assistance such as smart mirrors, interactive product walls and the cashless payment experience.

NomadX adopts a tribe-based marketing strategy to enhance shopper engagement.  The shopper journey begins with an onboarding gamification process using facial recognition technology, whereby members of CapitaLand’s CapitaStar programme can opt to register their visits and win gifts and STAR$ points.  Based on their profiles and preferences, shoppers will be assigned to one of four tribes – Sea, Mountain, Forest, and Wind – which in turn corresponds to The Enigmatic Shopper, The Conquer-It-All Shopper, the Love the Earth Shopper and the Live-It-Up Shopper profiles respectively.

Each shopper profile is tied to a proposed shopping route, as well as product and deal recommendations. Upon entering NomadX, shoppers are welcomed by a unique lush and green scent specially concocted by Scent Partner Oo La Lab.  With touchscreen televisions provided by Key Technology Partner Samsung, shoppers interact with product walls using QR codes as part of NomadX’s screen-to-mobile customer engagement capability.

Inside NomadX, Audio Visual Partner Sony powers a unique Sonic Surf VR (SSVR) audio technology that combines multi-channel speakers and proprietary software to simulate surround and partitioning sounds for an immersive aural experience.  In addition, Music Partner Sony Music Entertainment Singapore has curated a bespoke NomadX playlist to take shoppers from day to night.  Over at Official Card Partner American Express’ digital lounge, shoppers will be pampered with complimentary drinks.

Spread across two floors in Plaza Singapura, the multi-label retail store includes 18 tenants offering a wide range of fashion, beauty, consumer electronics, gadgets and food & beverage offerings. These include the first physical outlets in Singapore for Alibaba’s Taobao, as well as that of online fashion businesses Digital Fashion Week, evenodd, Révolte and Style Theory.  New-to-market brands include audio products specialist JBL and restaurant Bizen Okayama Wagyu Steakhouse by Aston Soon.

Jason Leow, President (Asia & Retail), CapitaLand Group, said NomadX represents CapitaLand’s "commitment to embrace omnichannel retailing".

"NomadX not only augments CapitaLand’s suite of services to meet the demands of retailers at various stages of their digitalisation journey, it will help to enhance the tenant mix at our malls over the longer term.  With NomadX, CapitaLand is looking forward to working with a stellar line-up of partnerships to create new expressions of phygital retail experiences at our malls," he said.

To ensure maximum flexibility for tenants to push the boundaries, NomadX incorporates short-term leases and “plug & play” retail units that are integrated with smart retail infrastructure.  Tenants set up temporary homes like nomads – thus the inspiration for the store’s name – that are demarcated by modular panels and equipped with interactive technologies to encourage product discovery and play.

Wilson Tan, chief executive officer, CapitaLand Retail, said: “CapitaLand is curating a new shopping experience at NomadX, one which goes beyond the act of simply buying.  NomadX promises to be a personalised social space of sensation and discovery.  By combining the technology of ecommerce, mobile shopping applications as well as location data analytics, we are able to work with our retailers to customise entirely unique physical shopping experiences that are based on our shoppers’ preferences.”