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Brief Published: 24 Oct 2018

High-Tech Grocery & Dining Concept: Habitat by Honestbee

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Habitat by Honeybee

Singaporean online grocery marketplace Honestbee has expanded into bricks and mortar with a tech-enabled supermarket and dining concept that embraces a convenient, yet slower pace of shopping for everyday necessities. 

Habitat by Honestbee aims to be a hangout destination, merging a cashless supermarket with premium dining spots and an automated fulfilment centre. Spanning 60,000 sq ft, it sells 20,000 Asian and global foods and daily essentials, and boasts a modern interior featuring concrete flooring, blonde wood, black steel and lush greenery.

Highlights include:

  • Thematic Zones: A lifestyle area houses a Japanese florist, while a pop-up designer store and cosy bookshop surround the supermarket. A food hall-style dining area featuring 15 restaurants sits at the centre.
  • Mobile-Driven Shopping: To enter and leave, consumers need the Honestbee app, which is connected to their payment credentials. Using the Bee Pass on the app, visitors scan a QR code to open the airport-style, sensor-equipped gates (see also our blog post on Amazon Go). Inside, consumers use the app to order food at restaurants, scan goods to skip lines (for purchases of 10 items or less), and pay for goods when they leave. See also Mobile-First Supermarket.
  • Concierge Service: After browsing, consumers with more than 10 items drop off their trolley at a parking slot, where staff take care of scanning and packing goods in bags behind closed doors. Within as little as five minutes, consumers receive a push notification to collect their bags at a fully automated collection point called RoboCollect. In the meantime, they’re free to browse further or grab a coffee in the lifestyle area. Those not interested in waiting can opt for home delivery.
  • In-Store Collect: The RoboCollect area is manned by 26 self-driving shelves featuring eight locker compartments each. To collect bags, consumers scan their Bee Pass to trigger the shelf holding their bags. See also Last Mile: Retail Delivery Focus.
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