Stores installed on the streets of New York (USA) open up more physical space to bring the digital world closer to the consumer. On Sunday afternoon (15), organized by the retail technology company Vtex, it was possible to see product windows with holographic projections, a tool to customize a pair of sneakers and even brands born online and a look at the physical store as a strategy.
The second Face to Face store was opened by Google, in the United States, in July last year, and is located on an area of 370 square meters, in the borough of Brooklyn, in New York. The environment with a minimalist design is betting on the “Apple model” for face-to-face sales of smartphones, smart watches and smart voice assistants, with a futuristic touch in the showcases of some products.
On a transparent glass screen, showing the Pixel 7 smartphone, the company’s latest model, the projects display holograms superimposed on the glass, which bring up more information about the product, such as its interaction with the company’s smartwatch. The technology, developed by Google, has the potential to spread to other US showcases in the coming years.
Video: Vitrine creates a hologram of a Pixel 7 smartphone
Google offers interfaces with 3D projections
Google Pixel 7 smartphone rendering – Image: Image: Daniela Brown/Valor
Among the designer stores, in the central part of the city, Italy’s Salvatore Ferragamo has a totem in its bags, shoes and accessories store, which allows you to customize a range of the brand’s sneakers, including side colors, laces and soles. The customer can also include their initials on the back of the shoe. Then close the order and give the delivery address.
See: Luxury Brands Bet on Personalization in New York’s Physical Stores
Luxury brands are betting on virtual personalization in physical stores in New York
The Ferragamo store also has an “NFT Studio,” where an avatar can be created with a customizable interactive background that becomes a non-fungible token (NFT) for the brand. After selecting the animated background and registering the selfie, the customer receives the video via email and can save it as a unique record in the digital wallet.
Video presentations “NFT studio”
In the physical store, consumers can create a customizable background video that becomes a token
At French handbag and accessories brand Longchamp, a mobile loyalty app is key to delighting customers, offering gifts like branded perfumes to those who shop frequently.
With the strengthening of e-commerce, Longchamp’s POS in the US also serves as the last mile of e-commerce logistics, serving as both a pick-up for purchases made online, as well as a stock point for online orders delivered to a consumer’s address.
Those who have established themselves through online sales are also betting on physical sales, as a way to bring the customer closer to the brand experience. Such is the case of Snow Peak in Japan, which generates 75% of its sales online, but creates physical sales spaces to showcase outdoor leisure. In the Brooklin store, a large glass display occupies the entire height of the store to increase natural light and a sense of space. The mezzanine combines camping spaces to inspire visitors to the city.
* The reporter traveled at the invitation of VTex.