What: Virtual stores present new experiences to shoppers who miss the in-store feeling.

Why it is important: Retailers use digital to prepare for rebound of store traffic expected once the pandemic is over.

Retailers such as Ralph Lauren, Groupe Clarins and Gap are experimenting with virtual stores, letting web users navigate digital versions of their physical locations and try out features such as one-on-one consultations.

Digital stores are not new, but the pandemic is prompting more companies to use technology in new ways to connect with consumers, said Mikey Vu, partner at Bain & Co., a consulting firm. And some retailers now introducing such experiences say they will continue to operate, at least for a few months.

Not every virtual store will succeed, he said. As more companies test the concept, they’ll need to better personalize the experience for visitors, make it easier to discover products and make it a fun experience, he said.

Virtual Stores Present New Experiences to Shoppers Who Miss the In-Store Feeling