Tjen Chew Lee
CFO
,
PHOON HUAT
In Singapore, the Phoon Huat brand has always been synonymous with baking. Since 1947, Phoon Huat has built its business on provenance – sourcing the best ingredients from around the world. Today, they are the go-to provider of baking goods throughout the country.
Chemistry Team has enjoyed a long-standing working relationship with Phoon Huat. This relationship began in 2011 with the reimagination of their retail brand, RedMan. In 2017, Phoon Huat was ready to take the RedMan brand to the next level. We were tasked with the design of their new flagship store at StarVista Mall and an additional, smaller store in heartland shopping mall, Heartbeat@Bedok . This transformative project would not only put RedMan as the master-brand for the business, but also introduce a completely new e-commerce and membership platform to connect with today’s digital consumer.
Our team followed a human-centric design approach to understand the vast spectrum of shoppers that visit RedMan. We took into account their needs as shoppers, their motivations as bakers, and their expectations as customers.
In order to ensure a holistic customer experience for all of RedMan’s potential customers, we used insights gathered to create the main persona profiles that we wanted to design for.
Beyond the brand new look and feel of the flagship store, we also introduced The Kitchen Pod. This key new element is based on an open-kitchen exhibition space that invites customers to get hands-on and discover new ideas for baking.
The new RedMan stores are absolute baking wonderlands. Our efforts were responsible for the complete transformation of Phoon Huat’s retail experience. Supported by the new spatial and digital elements, this positioned the RedMan brand as a champion of customer experience.
In addition, the stores transformed the experience from a practical store for baking necessities frequented by professionals and enthusiasts, to a multifaceted experience that appeals to a whole new group of customers.
Research carried out a year after opening has shown a 10% increase of customers from new demographic groups.
70% of RedMan customers felt that the new store possesses a unique experience that caters to their needs and more. In addition, staff members report how much more they like working at the new store.
