Visitors To Fred Segal’s 29 Rooms Popup Can Shop Its Online Store IRL
Visitors to the retailer's popup can shop a virtual rendering of one of its IRL stores, browsing and buying through a 3D simulator and receiving a one-time perk of $30 in credit for a $200 purchase made with MasterCard
A partnership between financial brand MasterCard and apparel retailers Fred Segal and Refinery29 is enabling a fully digitally integrated shopping experience at Los Angeles’ 29Rooms popup fair, “Expand Your Reality.”
The experience allows shoppers to digitally navigate a 3D simulation of a brand’s store, as opposed to scrolling through product pages and selections online. LA-based clothing and accessories retailer Fred Segal is the first to debut the platform, letting visitors to its popup navigate their way through a virtual rendering of one of its IRL stores. Customers will be able to browse and buy through the simulator, receiving a one-time perk of $30 in credit from a $200 purchase made with a MasterCard.
Mastercard partnered with Next Retail Concepts, designer of immersive ecommerce experiences, to enable the platform. As retailers continue to experiment with new manifestations of online shopping and digital-physical integrations, this partnership hopes to enable a virtual retail experience that is more like brick-and-mortar, meaning intuitive, visually oriented and discovery-enhancing, yet that provides the digital convenience of click-to-buy.
Lead image: using smartphone at night shopping stock photo from ImYani/Shutterstock
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