Showcasing the Vivid Details of Exquisite, Creating an Online Concierge Service – Melchers and The ShowCase Co-create a New Luxury Shopping Experience
In luxury retail, the consumer shopping experience is a crucial part of conveying the brand’s soul. Luxury goods are not just simple commodities; they are also linked to the brand’s spirit and connotation. They are the materialized embodiment of people’s pursuit of beautiful things and carry the brand’s history and culture. Therefore, the sales process of luxury goods, like the products themselves, is part of the brand essence. In the fast-paced and ever-changing modern life, when guests cannot visit the store to experience the refinement and charm of products up close, ShowCase can bridge the inconvenience caused by distance and instead make the products more vivid from a new perspective.
The ShowCase product was born at a time when the pandemic swept the world. At that time, many retailers were unable to interact with guests offline and showcase their products in a real-life environment. Many merchants turned to using mobile phones or laptops for live streaming. However, these methods could not demonstrate the quality that luxury goods deserve and couldn’t provoke the emotions that luxury products make people feel. Driven by the need for better digital interaction, ShowCase came into being. It is a portable photo/video-studio system equipped with a 4K camera, a lighting system, and devices with customized functions. The ShowCase is determined to not only recreate the in-person interaction experience through this product but also enhance it in a virtual environment.
Founded in Bremen, Germany in 1806, Melchers is a European trading company with nearly 220 years of history. Dedicated to furnishing reliable and professional service support for global partners within the Asian market, Melchers, since its entry into the Asian market in 1866, has successfully forged a rock-solid foundation and a multitude of vital connections between Europe and Asia. This remarkable feat is attributed to its outstanding accomplishments in luxury brand agency, particularly in the highly specialized domains of watches and jewelry. The ShowCase and Melchers share common concepts in terms of professionalism and corporate vision, which makes them ideal partners for each other. In September 2024, Melchers and The ShowCase officially announced a strategic partnership.
Who is ShowCase?
ShowCase is an innovative high-tech display tool designed mainly for the watch and jewelry industry, aiming to bring a new experience to luxury retail. It is a portable high-tech photo-studio product that integrates advanced lighting and camera technology and combines more digital solutions to showcase products outstandingly.
ShowCase is equipped with a 4K high-definition camera, and its seamless focusing function can clearly display products. The product also comes with a professional microphone, a studio-level lighting control system, and a high-resolution display screen, ensuring that when serving guests remotely, the images and sounds can match or even exceed the in-store experience. Luxury sales staff can not only present product details to customers on-site, but ShowCase also supports connection with various widely used apps such as WeChat, Zoom, and WhatsApp to introduce products to customers remotely. Online, customers can also experience how products look under different lighting conditions and from different angles. This function of the ShowCase product enables the realization of online concierge services. ShowCase can also connect the physical store team with global inventory and customer data to provide a seamless experience both online and offline. The product also allows consultants to provide personalized services and product recommendations based on customers’ purchase history and preferences.
ShowCase can also support linkage with luxury brands’ own apps and websites, providing an online browsing, reservation, and offline pickup service process. The product’s personalized recommendation function enables customers to experience a tailor – made service online, and the excellent visual effects ensure a unified and refined shopping experience across various platforms.
Now, ShowCase has won the recognition of many well-known luxury brands. In 2022, it won the LVMH award for Omnichannel Retail Startup of the Year, which fully affirms the influence of ShowCase’s unique customer relationship management model.
ShowCase in China
Since The ShowCase and Melchers Group reached a strategic partnership, the relevant teams under Melchers have actively carried out promotion and training in China. At the end of 2024, Stefan Woditsch, the China Operations Director of Melchers Group, and Nicolas Courcoux, the Chief Commercial Officer of The ShowCase, jointly launched a series of product training sessions for luxury industry practitioners and retail industry managers in Hong Kong and Macau. The luxury sales consultants and retail managers who participated in the training were deeply impressed by the powerful functions of the ShowCase product. They all expressed their great anticipation of combining this new technology with their exquisite jewelry and watch products to bring customers a more enjoyable shopping experience.
Denis Hayoun, CEO of The ShowCase, said, ” As we expand into the Greater China market with our innovative portable-studio video solution, our partnership with Melchers has proven to be transformative. Their deep-rooted understanding of the luxury retail sector in Asia, combined with their extensive distribution network, provides us with the perfect foundation to revolutionize product visualization in the region. Melchers’ dedicated team has shown exceptional commitment in comprehending our patented lighting technology and communicating its value to potential clients. Their comprehensive local support infrastructure and technical expertise give us complete confidence in delivering premium service to our Chinese customers. We’re particularly impressed by Melchers’ ability to bridge European innovation with Asian market demands, making them an ideal partner for our growth ambitions in Greater China. This collaboration represents not just a business partnership, but a shared vision for elevating the luxury retail experience through cutting-edge technology.”
At the beginning of 2025, luxury groups in China have started purchasing the ShowCase product. With the real-life experience of Chinese consumers, it is believed that this product will help more luxury brands interact with customers, bringing new interactive experiences to the audience in areas such as new product launches and promotions, customized e-commerce services, and team training. Consequently, it has the potential to significantly boost brand awareness, enhance brand favorability, and effectively drive sales growth.
ShowCase redefines the relationship between luxury brands and customers by applying the power of technology, breaking the boundary of distance and helping brands provide online concierge services to customers. It is believed that under the cooperation between Melchers Group and The ShowCase, the product will bring more new experiences to Chinese consumers.
