A new retail concept, a smart pop-up, has been opened at Robinsons the Heeren on Orchard Road, Singapore.

Designed and built by Kingsmen Projects, a wholly owned subsidiary of communication design and production group Kingsmen Creatives, the pop-up uses technology to enhance brand/customer engagement.

The concept aims to provide retailers with vital information so they can optimise their product offerings. Brands within Robinsons have the chance to engage with customers in a special way beyond the traditional department store floor.

Kingsmen’s associate Ascend, an integrated multimedia studio that specialises in developing innovative interactive media, the pop-up is embedded with in-store analytics hardware and

software that allows store and merchandise concentration to be tracked daily.

Through media sensors, the footfall and kinetic map of a customer’s movement are captured, generating insightful data. This enables brand merchants to effectively plan store resources, reformat displays and manage product inventory on the go. Daily transactions and other statistics are also analysed.

“Through our partnership with Ascend for the Robinsons pop-up store, we see a

seamless melding of physical and virtual worlds,” says Kingsmen Projects group MD Alex Wee. “We want to harness data to support brands in delivering engaging experiences to their customers.”

While the smart pop-up concept ends its Robinsons at the end of the month, Kingsmen is talking with other brands and malls about the smart pop-up retail concept.