The US department store group Bloomingdale’s has been experimenting with new sales channels in the digital space for some time. The company recently celebrated its 150th anniversary and has now opened a virtual store with Christmas products.
While a lively discussion about the concept of “department store” has flared up in Germany not only since the insolvency of Galeria Karstadt Kaufhof, the New York department store chain Bloomingdale’s is trying to redefine it: Virtual department stores create a new shopping experience for the customers who shop in the Metaverse fully immersed in the parallel reality.
Through the various elements and interaction channels used, the company wanted to address different generations of customers and offer new, appropriate shopping experiences. Virtual showrooms heralded a new phase in retail, as Chief Marketing Officer Frank Berman emphasized.
New virtual Christmas store
Olga Dogadkina, co-founder and CEO of Emperia, emphasized the advantages of virtual technology: There are no limits to the creativity of brands, as well as the possibilities for design and interactions with customers in virtual space. In addition, the technology is barrier-free and not bound by physical limitations.
Source: com! professional by www.com-magazin.de.
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