Ted Baker experiments with “physical virtual" store
In 2007, Google revolutionized traditional city maps when it launched Street View in the United States. Since then, its fleet of camera carrying vehicles have been travelling along US and European streets taking 360-degree pictures. Users can then virtually “visit" cities without leaving their computer screens.
This is the same technique that is currently being employed by Ted Baker in its new Ted Baker & Moore concept store, which was recently opened at 132 Commercial Street in Shoreditch, London. The store, which does indeed exist in real life, offers physical customers the brand’s apparel collections as well as a selection of accessories, handbags, gadgets and more unexpected products, such as bicycles.
On a website specifically devoted to the store, consumers can explore the space from top to bottom, while clicking on products in order to gain direct access to product descriptions. If the customer so desires, he or she may then be directed to the brand's website.
The virtual experience is interesting but there remains room for improvement. Navigation may not be completely intuitive, and not all the products are yet available for sale. One may wonder about the bandwidth required, and about the product referencing for the range each time the store layout changes.
Nevertheless, the idea is intriguing and should win over customers who don’t do their shopping in physical stores as well as those interested in new online experiences.
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