New Retail in Action Issue 5: Rainbow Department Store - Pioneer of New Retail

Rainbow Department Store is transforming into an O2O enterprise focused on customer centricity and multi-format retail. Its strategy includes digitalizing supermarkets under the Sp@ce brand and launching the "Rainbow Scarf" app for payments and delivery. Malls are being redesigned to include experiential elements like indoor slides and DIY workshops to attract foot traffic. Rainbow's success is reflected in its resilient sales and profit growth despite traditional retail headwinds.