Virtual customers can explore advanced 3D and augmented reality features together with Instagram and WeChat mini-games.

In response to the global call for digital transformation in retail, a luxury travel and lifestyle brand has launched its first virtual store that claims to deliver an immersive and enhanced omnichannel experience to customers in the APAC region and the Middle East.

The virtual store “inspires customers to embark on a journey through thoughtfully designed interactive touchpoints”: guests can explore life-like visual presentations to discover products via 360° 3D and augmented reality implementations. They can engage with shareable social photo moments and even play Instagram and WeChat mini-games.

Further enhancing the overall TUMI O2O (“Online to Offline” also “Offline to Online”) shopping experience, the virtual store is connected to other TUMI shopping channels via a Chat & Shop function that allows for seamless customer movement to the point of purchase.

Customers exploring the virtual store can easily connect with sales associates to ask questions and place orders, or via the connected local e-commerce websites. Furthermore, those visiting TUMI physical stores in the region can explore the virtual store via in-store kiosks, for an enhanced offline experience.

Adam Hershman, Vice President, TUMI (Asia Pacific and Middle East) said the launch of the virtual store is a milestone for the brand: “For the last few years, we have been pioneering new digital experiences and looking to enhance and elevate the customer journey. Our new Virtual Store is part of this holistic approach to connect with customers wherever they are. Accelerated digitization and shifting customer habits brought on by 2020 have reinforced this direction and shown that we must continue to create exciting, meaningful interactions both in the physical and digital worlds.”