How Bloomingdale’s brings its offering to the Metaverse


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.

During the last New York Fashion Week, held in September 2022, Bloomingdale’s first virtual department store went live after years of preparation, as did the portal Tech Crunch reported. It was co-designed by shopping platform Emperia, which specializes in the Metaverse. The range of goods in the store included, among other things, a 360-degree view of the products and interactive elements. Collections from well-known brands such as Polo Ralph Lauren or Marc Jacobs were available.

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

As Retail Dive reports, Bloomingdale’s is now continuing to work with Emperia: At the start of the 2022 holiday season, the company opened a virtual Christmas store with numerous branded products. Among the brands available are Ralph Lauren, Chanel and Nespresso. In addition to the shopping functions, there are other offers such as a beauty and wellness area and a party room. Other attractions include a virtual forest with a ski hut and a café.

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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