A Discount Department Store With A Sense of Humour
Describing itself as a "fun and crazy" destination, Pierrot is a discount retailer that goes to great lengths for a unique in-store experience. There might be only one place in Korea where shoppers can pick up
There might be only one place in Korea where shoppers can pick up dog bones, yogurt makers, gorilla masks, purses and fresh food in one stop: Pierrot. The discount chain is reimagining the way people shop in city centers like Seoul, focusing on the most exciting, engaging parts of the process.
Describing itself as a “fun and crazy” destination, Pierrot operates a two-story location in Seoul’s Starfield Coexmall. The store carries over 40,000 off-price items, which are arranged in a kind of controlled chaos to emphasise product discovery. There are products for any need, plus unique spaces like a smoking room that looks like a subway. Pierrot encourages visitors to walk around and happen across items they might never have known they want.
Discount stores are experiencing a boom led by increasingly budget-conscious shoppers. According to a 2016 study by the NPD Group, two-thirds of all retail consumers shop off-price—and a 2018 report by the National Retail Federation reports that discount shoppers will seek deals regardless of income or age.
Pierrot works by bringing a sense of humour to the shopping experience. (Employees even wear uniforms that read “I don’t know where that is, either.”) With unusual features, a dizzying array of options and a more-is-more approach to retail, it’s an experience that could hint at the way stores will work in the future.