Dyson looks to build up digital marketing army in SG

Dyson is looking to hire in Singapore, specifically in areas of digital marketing skills, according to CNA. This comes as Dyson launches its first beauty lab at the revamped Funan Mall for product demonstration and named personal care as its fastest-growing sector.While the number of new hires is not disclosed, the team's expansion is likely to take place over "the next few years", said the report. Dyson CEO Jim Rowan told the news outlet that the importance of eCommerce is growing on the back of brick-and-mortar decline. The company therefore, has to build more channels to reach the new generation of shoppers, including websites and social media platforms such as WeChat.While Dyson also has home products such as standing fans and air purifiers, the company said that its focus is in the personal care sector. This is made clearer with its first demo store at Funan Mall, where it offers customers free demonstrations and styling using its hair dryer and hair styler. The lab is aimed to increase interaction with customers, enabling them to ask questions and see the technology in action, according to Graeme McPherson, head of Dyson's personal care category, in a statement to CNA. Moving forward, Dyson also intends to add a customer service centre at Capitol Piazza.Dyson, which has about 1,100 employees, also plans to build electric cars in Singapore. Marketing has reached out to Dyson for more comments.Read more: Dyson sues former CEO Max Conze Mindshare picks up global duties for Dyson Dyson looks east, opens technology lab in Shanghai