RELX Opens Its First Flagship Store in Shanghai, Packed with Futuristic Tech

It is reported that this flagship e-cigarette store is not just a shop but also a social space. It features robotic arms and laser engraving machines, and offers RELXCARE services to users.

Not just a store, but a social space.

Most ordinary e-cigarette specialty stores are about 20 square meters, but this flagship store covers 150 square meters, seven times larger than a typical specialty store. Sales functions occupy only a small part of the flagship store, providing fans with more space for social interaction and user services.

Consumers enjoy immersive experiences, and e-cigarettes naturally have a social attribute. Why not create a communication space for users in the store? said Jiang Long, co-founder and channel sales head of RELX. From the beginning, the flagship store was located in a popular landmark, Wujiang Road, making it easy to gather RELX fans. In addition to a traditional product display area, the flagship store has set up a large experience area for fans to interact freely.

The flagship store is equipped with multiple TV screens. The largest screen covers an entire wall, made up of nine 46-inch screens. According to the store manager, there will be periodic events such as e-cigarette workshops and mystery pod tasting salons to create a communication space for smokers.

In the closest game area of the store, there is an interactive wall. As people walk by, small squares on the wall light up rhythmically, like musical notes. There are tables and chairs in front of the interactive wall where you can sit and take a break. Fans can take photos here.

Robotic arms and laser engraving machines are available for user experience.

The RELX flagship store features robotic arms and laser engraving machines for users to experience freely.

The robotic arm can create vape pods on-site. Users simply select their desired flavor on the screen. When they click start, the robotic arm grabs the pod shell, fills it with e-liquid, seals it, and delivers the small pod to the window.

It is reported that the e-liquid used by the robotic arm is a mysterious blend not available for purchase. Users can obtain it for free at this flagship store.

The laser engraving machine can engrave text on the vape device. Users think of the text content, choose a font, and have the staff input it into the computer. In less than a minute, the text-engraved vape device can be completed.

The store is also considering providing RELXCARE services.

RELXCARE is the first membership service under RELXCARE, including upgrades for vape devices. This service was developed based on RELX's long-term analysis and research of data. It is reported that RELXSTORE began developing a data center platform to better serve consumers. Data shows that 74% of users who continuously repurchase kits will change colors and devices. RELX has also developed a membership service that allows users to upgrade their devices.

The store is equipped with a sunflower system. When minors are suspected of entering the store, the cameras at the entrance capture and analyze their facial images. The staff will then receive a warning and persuade them to leave. Additionally, before purchasing, customers must input their name and ID number on a tablet and scan their face for comparison to confirm they are adults before proceeding to payment.

Wang Ying, founder and CEO of RELX, stated that the opening of the Shanghai flagship store marks a comprehensive upgrade of RELX's new retail business from 1.0 to 2.0. At this stage, RELX focuses on intelligently transforming traditional retail, making stores more engaging and understanding consumers better. At the same time, combining data with innovative services makes the service smarter and more considerate.

It is reported that the RELX flagship store in Beijing also opened simultaneously on January 11, covering over 70 square meters, located on the first floor of Building 38, 798 Art District, Chaoyang District.