What: the expansion of virtual store technologies

Why it is important: these technologies grew from nice to have to crucial in the customer journey

Machine-A, a concept store in London, has decided to transpose the full store into a virtual experience accessible to anyone, coinciding with the London Fashion Week. The virtual space will allow to discover the new designers, their collections, unfinished pieces and even personal messages. Virtual stores, as explained in our exclusive article and developed also by the likes of Gucci or L’Oréal, are, in addition to being obvious answers when stores are closed, an astute way to make the physical store (and the experience related to it) available 24/7.

Frictionless experience is key, and probably the most difficult to achieve (i.e. allowing the customer to fully stay in the experience even when buying a product, without having to land on another page).

An augmented reality shopping boutique is here