TUMI launches virtual store in response to changing customer habits

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TUMI has recently launched a virtual store with an aim to deliver an enhanced omnichannel experience to customers from APAC and the Middle East.

The brand has positioned the virtual store as a storytelling medium that inspires customers to embark on a journey through interactive touchpoints and activations. The virtual store offers several functions. For example, products displayed throughout the virtual store can be tapped to display essential information and to shop. Customers can view selected products from every angle in a 3D format and use AR to virtually place certain styles in their surroundings.

Moreover, TUMI rolls out a new game on Instagram and WeChat. Participants need to race through a forest and across the city, control their players' vehicle using facial movements to collect bags while avoiding obstacles along the way.

Apart from this, customers can also take a three-second video selfie at the TUMI virtual store magic mirror. They can enjoy watching the video on the store’s magic mirror before downloading the video file and sharing it with friends on social media.

“The TUMI Virtual Store is an incredible milestone for the brand. Our new virtual store is part of this holistic approach to connect with our customers wherever they are and evolve with their changing circumstances and lifestyles," said says Adam Hershman, vice president of TUMI, Asia Pacific and the Middle East.

The virtual store is also connected to other TUMI shopping channels via its Chat & Shop function, offering a seamless customer journey to the point of purchase. Customers exploring the virtual store can easily connect with sales associates to ask for advice and questions, and to place orders, or they can do so via the connected local e-commerce websites.

Furthermore, customers visiting the TUMI physical stores in the region can explore the TUMI digital landscape via in-store kiosks, for an enhanced offline experience.

"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," Hershman added.

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