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Ted Baker pioneers virtual trading

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Upmarket retailer Ted Baker is opening its first virtual store amid wider digital experiments in a new concept space on Commercial Street in Shoreditch, London: ‘Ted Baker and more’.

The virtual store will use high resolution photography software to create a 3D tour, allowing customers to click on certain products and buy them online.

Consumers will be able to navigate the East London-based store in a similar manner to using Google Street View. Double clicking on any item will lead directly to the product page on Ted Baker’s ecommerce site.

The virtual platform will be available to consumers worldwide, allowing them to select items to view in closer detail, interact with surroundings while also purchase goods.

This additional offering was created to coincide with the British brand’s new store, which offers fashion, spectacles, watches, bicycles, a barbershop and “everything in-between”.

Craig Smith, Brand Communication Director told The Drum that “virtual shopping was not only a good chance to showcase the concept store but also gave the brand a chance to test the effectiveness of such a tool.

It still feels a like a PR story at the moment. It won't be too long before people are starting to utilise the technologies to actually assist in store and around product. But in the general programme of shopping it’s still a little bit out there. Although it won’t be long until it starts to fit in seamlessly. But this point in time people are too self-conscious,” he said.

The fashion retailer is focusing on its digital strategy, having recently introduced beacon to technology to its store in Westfield, a concept it had previously cited as “alien.”

Talya Misiri

Published on Tuesday 16 June by Editorial Assistant
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