The virtual store of tomorrow is a concept that has been brought to life by Nicolas Rebet, a retail expert and founder of the Retailoscope consulting firm. In an exclusive interview with ULTIMZ Journal, Rebet describes the future store of the fictitious brand ROID, which is set to open in 2025.
Unlike any other store that has come before it, the ROID store is dedicated entirely to virtual luxury. While other brands have made attempts to incorporate virtual elements into their stores, ROID is breaking new ground by creating a physical space solely for virtual products.
One might question the appeal of buying a luxury item that can never be physically worn or used. However, ROID has found a way to bridge the gap between the physical and virtual worlds. Using NFT technology, each virtual product comes with a unique code deposited in the blockchain, which serves as a digital certificate of authenticity. This code gives the product value and distinguishes it from a simple GIF file.
When visitors enter the ROID store, they will find a pristine, white boutique with only a few physical elements, such as the brand logo printed in matte black, a counter, and a few armchairs. But don’t be fooled by the lack of physical products on display. As soon as the devices are activated, holograms and digital devices hidden in the ceiling and walls bring the products to life. Customers can visualize the items on themselves or on their digital avatars using screenless VR devices and specially designed holographic technology. This allows customers to see how the product fits and flows on their virtual selves, providing a unique and immersive shopping experience.
While the technological advancements of the store are impressive, the human relationship between sales advisors and customers is still vital. These advisors play a crucial role in bringing the intangible virtual products to life through brand storytelling and explanations. They help customers take ownership of their purchases, despite not being able to physically touch them. This personalized experience redefines the concept of luxury shopping, generating emotions through intangible items.
However, ROID also addresses the concern of customers buying “hot air” by introducing a “virtual second-hand corner” called “testimony of a new luxury.” This allows customers to sell their virtual products back to the brand, creating a market for second-hand virtual luxury items. Not only does it have a commercial aspect, but it also gives customers reassurance about the long-term value of their purchases.
It is clear that ROID’s innovative concept will not be the last of its kind. Many brands will likely join the virtual luxury market and create their unique customer experiences. But for now, ROID is leading the way with a store that represents the future of retail innovation.
Useful links:
– NFTs Enable Brands to Offer Virtual Luxury Products
– Why Aren’t Fashion Brands Using NFTs Yet?
