Sp@ce is owned and operated by Rainbow, one of the largest department store operators in China. Early to the O2O trend, Rainbow digitalized their offline retail offers in shopping centers, supermarkets and convenience stores across China before ‘New Retail’ became common vernacular in the industry. They also upgraded all of their physical malls and supermarkets to improve consumer experience by adding experiential elements, their mall in Xinsha even has an indoor slide running through it.
Within the Sp@ce supermarkets, they emphasize the advantages of ordering and paying online via their APP and boast a 2hour door-to-door delivery service. Goods sold range from grocery products to home and skincare with a solid imported range of about 6,000 as well as 500 odd organic products. The store is divided into “zones” with hanging signs to guide customers and fun elements like a self-service wine machine, ‘My Kitchen’ zone where customers can have their food cooked on site and lots of tasters available to gain consumer trust.
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RaInbow report by Fung Business Intelligence
