What: Showfields is bringing its distinctive retail format to Brooklyn, New York with an 11,500-square-foot, tech-enabled store.

Why it is important: Playing on the concept of a house, Showfields also aims to target a younger demographic through a storytelling-based merchandising strategy that rewards brand discovery by leveraging data and technology.

Customers can scan and learn about products as they enter rooms focused on different parts of a house. The app through which customers shop unlocks a lower price only available at the store which is always 10% lower than anywhere else. This is intended to be a reward to the customer for coming in-store and discovering more about the products. The reward to customers is also an opportunity for brands to understand which customers saw their products and interacted with the brand’s website. Sensors and POS software gather figures on sales, traffic, customers’ gender and whether they touch and engage with products or just pass by, among other types of data.

Showfields also doesn’t operate using a wholesale model but intends to democratize retail through lowered costs for displaying items based on the number of SKUs.

House of Showfields opens in New York