As COVID-19 irretrievably changed the retail landscape, travel luxury brand TUMI yesterday launched its virtual store to unveil its Spring 2021 collection – further enhancing the omnichannel experience to its customers across Asia Pacific and the Middle East.
With the goal of being everywhere the customer is, the virtual store adds another dimension to TUMI's evolving omnichannel retailing approach.
Deploying 360-degree 3D and augmented reality, the TUMI Virtual Store encourages customers to explore interactive touchpoints, and they can engage with shareable social photo moments at TUMI’s Magic Mirror and play mini-games on Instagram and WeChat.
"The TUMI Virtual Store is an incredible 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,” said Adam Hershman, vice president of TUMI, Asia Pacific and Middle East.
“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,” he added.
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 its Chat & Shop function allowing 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 the TUMI physical stores in the region can explore the TUMI digital landscape via in-store kiosks, for an enhanced offline experience.