How Dyson’s new demo store is plugging into Hong Kong

liness and air quality at home to achieving salon-grade hair styles independently.

According to the global appliances brand, the stores are all about bringing the best retail experience to Hong Kong consumers, offering owners an uninterrupted environment to test products hands-on, realising the ultimate in “try-before-you-buy” retail.

“The new store reinforces our commitment to offer the best technologies and owner experience to Hong Kong consumers,” Frances Wang, managing director for Hong Kong and Taiwan at Dyson, told Inside Retail.

Wang is confident that the brand’s retail vision will not slow down anytime soon, and there will be more physical demo stores in the pipeline across Asia.

“More importantly, we are ever more determined to continue innovating how we retail so as to give potential owners an unparalleled retail experience, both on and offline.”

According to her, in the past, technology was often sold in large department stores, stacked high and ready to buy. It was not a tailored experience that helped potential owners understand the machines or technologies they were buying.

“The demo store set out to solve that and breathe new life into the way people shop for technology,” she said, adding the store gives the brand an opportunity to connect directly with local consumers.

Variety is key

The product portfolio that Dyson offers these days can improve the everyday life of any household, from cleaner homes to better indoor air quality as well as effortless hair care and better lighting.

This new demo store also features Hong Kong’s first in-store Beauty Lab, where visitors can experience hair care innovations and get professional styling advice from brand experts.

According to Wang, a recent survey revealed that 94 per cent of women in Hong Kong own some kind of hair styling tool, yet only 22 per cent style their hair every day. 

It seems many worry about overusing their stylers and risking hair damage, while others find their hair stylers too difficult to use.

“By trying out the products at our demo stores, our customers can experience how Dyson Supersonic Hairdryer and Dyson Airwrap multi-styler are engineered for fast and easy styling using powerful and precise airflow, instead of extreme heat.”

Wang is quick to note that every individual’s hair condition varies and there is no “one-size-fits-all” solution, but hopes their Beauty Lab will give customers a better understanding on how to use their products for best results.

Cleanliness is next to godliness

The vacuum cleaner market growth for the brand has been steady, and the pandemic has been a key driver in this regard. According to the Dyson Global Study 2022, more than half of Hong Kong’s population expressed greater concern about cleaning during the pandemic.

Interestingly, a vacuum and a wet cloth remain the top cleaning tools favoured by Hong Kong owners at 62 per cent and 61 per cent respectively. According to Wang, the bigger challenge is to bring attention to microscopic dust particles like pet dander and dust mite allergens. 

“The survey finds that just 50 per cent of Hong Kong people are only motivated to clean when their home is dusty, when they can see visible dust, or dirt on the floor,” she said.

This is where the unique laser detection technology and LCD real time analysis of its latest vacuum cleaners can make a difference.

Dyson’s V12 Detect Slim and V15 Detect enable users to make invisible dust visible and achieve deep household cleaning. The lightweight flagship products, the Digital Slim and Omni-glide vacuums are engineered for compact style city apartments, and these are popular among consumers in Hong Kong.

A diverse portfolio

Dyson also has a state-of-the-art offering for air purification. Its ‘Purifier Cool Formaldehyde TP09” can capture 99.95 per cent of particles as small as 0.1 microns, achieving new benchmarks for purified air in a household.

Its powerful Air Multiplier technology cascades the clean air and purifies the whole room. It not only cools the user, but also gives a powerful yet refreshing stream of purified air all through the room.

Lighting is now becoming another facet of the brand’s innovation, as its products are engineered to support well being and task performance. Its custom engineered optics and ‘heat pipe’ technology can protect light quality for decades.

The ‘Dyson Lightcycle Morph’ is a versatile lamp that mimics the natural daylight cycle, delivering light in four different formats: indirect, task, feature or ambient light.

A 4,500 square-feet owner centre was opened back in February this year, and it brings better after-sales experience with professional product experts and service engineers. Customers can look forward to technical advice, onsite repair services and maintenance tips.

In terms of the e-commerce component, customers who buy direct from the site are assured of best prices. Online purchases allow customers to access limited edition colourways and products as well as complimentary presentation case debossing.

“This is all part of our stress-free owner experience that includes a 14-day satisfaction guarantee and professional support from the Dyson expert team,” said Wang. 

Dyson has also recently launched a trade-up program that allows users to upgrade their products easily. Exclusive offers and incentives for members are also available now.