Retailers are gamifying shopping with virtual storefronts to boost engagement, loyalty
CNBC 2023-06-09 12:00:01 • 6 mins
Key Points
- J. Crew is launching a virtual beach house in celebration of its 40th anniversary with experiential e-commerce platform Obsess.
- Virtual storefronts are on the rise, and Obsess has built platforms for a slew of other retailers and brands, including American Girl, Ralph Lauren, Corona, Crocs, Coach, Dior and Mattel.
- The interface, which often includes games and scavenger hunts, leads to better conversions and boosts engagement, according to Obsess.
J. Crew virtual beach house.
Courtesy: J. Crew
In a brown shingled beach house tucked behind stalks of reed grass, J. Crew customers encounter a new shopping experience.
Just beyond a set of wood steps and a wraparound porch, shoppers can explore a series of white-paneled rooms, a boathouse and a secret lighthouse that highlight the brand's history and some of its most popular apparel.
Inside the rooms, shoppers can browse barn jackets, rollneck sweaters and rugby shirts. Outside on the porch, bathing suits are displayed on a clothesline.
