We may not need to shop in brick-and-mortar stores as much as we used to. But some things, like electronic appliances from premium brands, are too risky to buy without first trying them.
That is why Dyson operates more than 300 demo stores around the world, in addition to its e-commerce platform and retail partners, both online and off.
The brand opened its largest Dyson Demo store at VivoCity in February. The 1,916 sq ft store showcases its complete portfolio of key technologies, demonstrating how they work through interactive displays and in demonstration zones to educate customers and help them make justifiable, informed purchasing decisions.
“The new store in Singapore adds to our ambitious plans for the future. Together with our Dyson online store, it forms a part of Dyson’s growing ambitions in direct to consumer retail, providing consumers with opportunities to discover our technology through both the virtual and physical world,“ says Dyson CEO Roland Krueger.
From showcasing the brand’s award-winning vacuum cleaners and air purifiers presenting live air quality data to dedicated Beauty Labs, where customers can have their hair styled with the latest Dyson products, the store offers an immersive try-before-you-buy retail experience.
It also has a Personalisation Bar that offers complimentary gift wrapping and case debossing (for selected hair care products) in a selection of metallic foils.
Dyson also provides one-on-one video demonstrations and phone calls with store experts, as well as virtual tours of some of its flagship stores, thus bridging the gap between its online and retail stores.
Dyson Demo VivoCity is 1 HarbourFront Walk, #01-21/22. Opens daily from 10am to 10pm. Visit Dyson for more information.