(Part 2)

Last week, I wrote about my rediscovery of the SM Store; and how their Gift Registry is an upgraded version of the retail gift registries we’ve experienced in the past. A visit to the SM Store at the Mall of Asia brought about a new revelation — still another ongoing chapter of how the SM Store is enhancing the customer experience, and rewriting the standard "retail handbook."

The Custom Lab at The SM Store — for now, exclusively at the Mall of Asia, is my reveal for this Sunday. It opened for business in June, and it’s a customer-centric addition to what the SM Store can offer to its clientele. In a nutshell, it’s where individuality and personalization intersects with creativity! It’s where one can transform purchases — whether for personal or family use, or as a gift - into being imbued with a meaningful, one-of-a-kind aspect.

It’s embroidering, engraving and stamping, all in a one-stop shop location within the SM Store at MOA. It’s an easy, engaging process, with a dedicated space that’s been equipped with the machines required for any of the three services offered. As a result, it’s not just apparel, but even accessories, homeware, stationery, and other everyday objects that can be embellished with a singular, personalized "touch."

In similar iterations that can be found in other retail establishments, one of the three services may have been offered; but at SM Store’s The Custom Lab, the full potential of the concept is realized, such that practically anything under the sun can be customized, and made to stand out with individuality.

Think about it, your tote bag can now carry your nick name and it’ll be seen as your very own, a water bottle can be personalized and that means no one in the gym or pickleball court can say they picked it up by mistake. You can add a design motif or artwork to your t-shirt or hoodie, one that’s your trademark, or identifies it as specially you. In Europe, it’s a custom to have one’s initials or monogram stitched on to the cuffs of one’s dress shirts. Alternatively, it can positioned above the belt line on the left side, right below the outline of your lung.

Your dinnerware, your kitchenware, your cloth napkins or placemats, can all have that personal touch as well. And I know how some like applying it to their pillow cases, comforters, and bed linens. Whatever your requirement, the Custom Lab is ready to turn your items into personal statements.

And do keep in mind that if all this applies to one’s personal possessions or that of the family, imagine how you elevate your gift-giving if you add this touch before going to that wedding reception or house-warming, or even to a regular birthday or anniversary celebration.

Your gift has now been customized; showing added intent and thoughtfulness. It will enhance the recipient’s attachment to the object, and that’s bonus points for you! Whether a gift for graduation, or for a promotion, the personalizing is a great added touch.

I see this not as some shopping trend; but hopefully, as a retail movement that SM Store is ready to be at forefront of. It’s potentially a game-changer in this arena of retail, where it’s all about the detail, and little touches that create a difference.

It’s really about the establishment’s commitment to enhance the customer experience, to add value, and raise the level of inspired shopping. As I mentioned about last week’s Gift Registry, it may not necessarily be about ‘revolutionizing’ or being completely out of the box, and offering something that’s never been done. As with the Gift Registry and the Custom Lab, it can be about established concepts of the past being reintroduced, updated and improved on, made more accessible and convenient, and truly leaving a smile on the face of the people who walk through your doors.

Whether it’s subtle minimalist touches, or bold and brash personalizing; the Custom Lab is ready to be of service and provide. I’ll give a salute to the SM Store for finding ways to go that extra mile, and bringing new joy to gift-giving.