Positive Disruptors
“More than just a shopping destination”
Luggage brand Tumi’s breakthrough virtual store offers customers an immersive and enhanced omnichannel experience.
in association with
“For the last few years, we have been pioneering new digital experiences and looking for ways to enhance and elevate the customer journey. Our new virtual store is part of this approach to connect with our customers wherever they are.”
The words of Tumi Vice President Asia Pacific and Middle East Adam Hershman – as the company launches its first virtual store – will resonate with many brand owners seeking to engage in new ways that suit their consumers’ lifestyles and the ways they want to discover and transact. Tumi’s new digital experience highlights the brand’s Spring collection, and was introduced to customers in Asia Pacific and the Middle East via livestream on 4 February.
Tumi introduces its Virtual Store: Connecting the brand’s fans “like never before”
Partner's message
Virtual store customers are encouraged to explore and engage through shareable Instagram moments and WeChat mini-games. A Magic Mirror Selfie interactive experience – usually available in offline stores only – is included.
Touchpoints include interactive product displays offering information and shopping details. Selected Tumi products are featured in 360° 3D while augmented reality (AR) places some styles in the customer’s surroundings.
Visitors are able to shop or contact sales associates to ask advice and questions or to book a personal virtual shopping experience.
The virtual store is connected to other Tumi shopping channels via a Chat & Shop function designed to offer seamless purchases. Customers in Tumi physical stores can explore the brand’s digital concept via in-store kiosks, for an enhanced offline experience.
As a final touch to bridge the online experience with the physical, the Tumi virtual store has design features – a minimal aesthetic with marble-grain flooring and ceilings, accented with softer relaxed lighting – which are part of the brand’s new Manifest Store at Plaza 66 in Shanghai, China.
Tumi says that its experiential store is “more than just a shopping destination”. Hershman says the virtual space marks “an incredible milestone” for the brand, adding: “Accelerated digitisation and shifting customer habits, brought on by the turbulent 2020, have reinforced this direction and shown that we must continue to create exciting, meaningful interactions both in the physical and digital worlds.”
For the last few years, we have been pioneering new digital experiences and looking for ways to enhance and elevate the customer journey” – Tumi Vice President Asia Pacific and Middle East Adam Hershman
Partner's message
The Moodie Davitt eZine Issue 291 | 9 February 2021
The Moodie Davitt eZine is published 15 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail sinead@moodiedavittreport.com