A Personal Shopper Room (Image courtesy of Shinsegae Department Store)
SEOUL, Aug. 29 (Korea Bizwire) – In a bold move to redefine luxury retail, Shinsegae Department Store has opened its most ambitious VIP facility to date.
The Personal Shopper Room (PSR), a lavish 3,627-square-foot space, made its debut on August 28 at the House of Shinsegae in the upscale Gangnam district of Seoul.
This exclusive sanctuary is reserved for an elite cadre of customers who spend over 100 million won annually at the store. It stands as the largest VIP facility within a department store in South Korea, setting a new standard in high-end retail experiences.
Upon entering, visitors are immediately enveloped in an atmosphere reminiscent of a five-star hotel lobby, with carefully curated artworks adorning the walls.
The waiting area, furnished with custom-made sofas and tables, offers a selection of gourmet refreshments that rival those found in premium dessert shops.
Patrons can indulge in apricot and coconut cakes, brown rice mochi, and freshly squeezed fruit juices while they wait.
A Personal Shopper Room (Image courtesy of Shinsegae Department Store)
The heart of the PSR consists of four private rooms, each designed to provide a personalized shopping experience.
These spaces are equipped with comfortable seating areas and changing facilities, allowing customers to browse and try on items without the need to visit individual brand boutiques.
However, it’s worth noting that some luxury brands have restrictions on bringing their products into these rooms.
One of the four rooms, dubbed the Digital Room, showcases the intersection of technology and luxury retail.
It features a full-length mirror equipped with a camera, enabling customers to have video consultations with staff members who are in the store.
This innovative setup allows clients to shop remotely, with the added benefit of augmented reality (AR) technology that can suggest various styling options tailored to each individual.
The PSR is staffed by a team of ten highly experienced professionals, each with 20 to 30 years of expertise in fashion and high jewelry.
Operating on a reservation-only basis, these personal shoppers conduct detailed pre-appointment consultations to understand each client’s preferences, shopping goals, and lifestyle needs.
“By analyzing a customer’s purchase history, we can discern their tastes,” explained Lee Hye-jung, executive director of customer service at Shinsegae Department Store.
A Personal Shopper Room (Image courtesy of Shinsegae Department Store)
“During the reservation process, we inquire about the purpose of their visit and what they’re looking to buy. We then tailor our suggestions to suit the time, place, and occasion.”
The personal shoppers aim to build strong relationships with their clients, often engaging in casual conversation to better understand their needs.
“Sometimes, when a customer arrives, we talk more about their life than about shopping,” Lee said.
“It’s through these conversations that we gain insights into what they truly want and need.”
While VIP shopping assistance is not new to the luxury retail landscape, Shinsegae emphasizes that the PSR represents a significant evolution in the concept.
The company envisions this space as more than just a shopping destination; it aims to provide a comprehensive lifestyle service.
“As we build trust between customers and staff, we’ll expand our offerings beyond tangible goods,” Lee explained.
“We plan to provide services such as travel consultations, financial advice, educational lectures on world history, and even mental well-being support. We’re selling experiences and intangible products that cater to our clients’ holistic needs.”
Ashley Song (ashley@koreabizwire.com)
