Have you been to Habitat?

Retail is not dead, according to honestbee. That is, of course, only if retail revamps itself.

honestbee is Asia’s leading marketplace that delivers quality fresh food products and food home delivery. It started in Singapore (2015) and is now in 16 cities across eight countries – Singapore, Japan, Thailand, Taiwan, the Philippines, Malaysia, Indonesia and Hong Kong. With a mission to be Asia’s fastest-growing food service powered by community and technology, honestbee provides world-class, on-demand logistics, flexible jobs opportunities and a strong network of 12,000 partners to deliver innovative services.

In a bid to prove this point, they unveiled today its latest offering – habitat by honestbee, which is said to be “the world’s first tech-integrated multi-sensory grocery and dining destination of its kind”.

Modelled around the concept of ‘NewGen Retail’, the 60,000 sq ft space is located next to Mapletree Business City at Pasir Panjang. habitat by honestbee is both a supermarket with “over 20,000 Asian and global flavours and ingredients and daily essentials”, and also a space where consumers can get their meals for dine-in or takeaway.

Featuring 15 F&B concepts, visitors to habitat can get to feast on fluffy Japanese soufflé pancakes, grain bowls, salads, pasta, and homemade kombucha. Food workshops, masterclasses and hands-on experiences with products would also be made available for visitors.

Powered by honestbee, habitat offers two world firsts: a cashless checkout experience (AutoCheckout) and robotic collection point (RoboCollect). Orders can be processed end to end in under 5 minutes. Smart infrastructure ensures hassle-free, multi-sensory shopping experience with operational productivity.

To enter habitat and avail themselves to all the services, customers have to download the honestbee app. This is linked to the credit card or through beePay, honestbee’s very own mobile payments wallet to make secure, cashless transactions.

Shoppers can order from habitat’s food and beverage concepts for dine-in, take-away as well as home delivery, while online grocery orders are fulfilled by shopper bees using overhead conveyor belts for greater productivity before driver bees pick them up for one hour time belt deliveries within the day.

Making It “Convenient And Less Expensive” For Global F&B Brands To Expand
honestbee wants to be a space that “makes it convenient and less expensive for global entrepreneurs and FMCG/F&B partners to establish or expand their presence online and offline”.

For example, habitat by honestbee has partnered with Michelin-mentioned Tokyo pancake cafe Riz Labo Kitchen, local restaurant Char, and also Prime Supermarket, Mahota speciality grocer, Indoguna, Bear Bear Fresh and FarEastFlora.com.

Living up to its ‘tech-integrated’ name, habitat by honestbee also offers a cashless checkout experience (AutoCheckout) and a fully-automated, robotic collection point (RoboCollect). Using the honestbee app, visitors will enter habitat via beePay, honestbee’s digital wallet. Using the beePay wallet, habitat visitors can also pay for their purchases seamlessly and securely.

For purchases of 10 items or less (think of it as your typical supermarket’s ‘express queue’), shoppers can use the ‘Scan & Go’ function on the honestbee app, so that they can skip the line and get their items on the spot.

For checkouts with more than 10 items, shoppers can drop off their trolleys at their AutoCheckout, and the honestbee team will handle the packing and storage. Once items are ready for collection, shoppers can head to the collection point, where robots will bring your bags of groceries right to where you’re standing. For those of you in Singapore, go check it out and let me know if you think this is the new generation for retail.

habitat by honestbee
34 Boon Leat Terrace
Singapore 119866 (next to Mapletree Business City)
Opening hours: 8am to 10pm

Check out my related post: Is there a retail apocalypse coming?

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