Tmall launches Flagship Store 2.0 digital experience customisation tools

Tmall has launched new tools to customise the experience for both retailers and their customers, enabling brands to revamp stores while giving shoppers a more personalised shopping journey.Tmall hopes the new Flagship Store 2.0 toolset will give independent software vendors the opportunity to develop original virtual shopping spaces for online store operators.Use of the toolset is being pitched at providing customers with better-personalised product recommendations, along with privileges based on their Tmall membership status. As for brands – capable of connecting their flagship stores on Tmall to their offline outlets – they gain the benefit of having shoppers browse and purchase from a similar assortment of products at the brands’ physical locations.“We aim to offer new tools to all brands and merchants on our platform to transform their operations with digital technology. By supporting players on our marketplace to push the New Retail boundary, we will reinforce Tmall’s position as the go-to platform for innovative e-commerce and brand new shopping experiences,” said the president of Taobao and Tmall, Jiang Fan.Tmall will also soon start including 3D and augmented reality (AR) product-display technology into its apps which will allow customers to try products in a virtual setting before buying them. Customers could view a simulation of how a piece of furniture would look in their own living rooms, or apply a virtual version of a lipstick shade to their lips in a digital mirror.