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Fred Segal launches online virtual shopping experience

Fred Segal partners with Mastercard and Refinery29
Fred Segal at Refinery29’s 29Rooms

Fred Segal has teamed up with Mastercard to introduce a virtual shopping experience that will launch exclusively from Refinery29’s 29Rooms concept in Los Angeles.

The initiative allows shoppers to explore the three-dimensional physical store as if they are there in person, through any online browser. This enables them to navigate the space as they would in real life, rather than by using search terms and category breakdowns to scroll through product pages, as well as interact with different brands and engage with digital content curated by the retailer.

“Fred Segal has always been at the forefront of experiential retail. From our inception, our curated offerings made the store a must-shop destination in Los Angeles,” said John Frierson, president of Fred Segal. “Having an online presence is of course an essential part of business, however at Fred Segal we rarely do things the traditional way. We’re thrilled to be the first major retailer to create a truly experiential online shopping destination.”

The experience is backed by Mastercard and Next Retail Concepts. It also allows frictionless, secure payments to occur through the same environment by integrating with the merchant’s existing e-commerce platform.

“At Mastercard, we’re using our products and services to create solutions for retailers that allow them to meet the ever-growing expectations for a frictionless, customized experience, across any channel or connected device,” said Sherri Haymond, executive vice president of digital partnerships at Mastercard.

The companies have curated an exclusive collection of holiday gifts shoppable only online. The experience at 29Rooms will otherwise come to life in Los Angeles from December 5-9.

Retailers have been exploring the use of 3D simulations for retail for some time. In 2015, Harvey Nichols in the UK created a virtual version of their new store, allowing anyone to take a tour of the space themselves at home. Others including Macy’s and Walmart have been experimenting with virtual reality for retail, trialling initiatives that allow for immersive experiences facilitated by VR headsets. A successful example of both experience and conversion rates remains to be seen.

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Fred Segal partners with Mastercard on shoppable storefront

Fred Segal’s shoppable window by Mastercard

US retailer Fred Segal has partnered with Mastercard to open an interactive Sunset Strip-themed pop-up shop in Los Angeles, which includes a shoppable window to allow customers to shop anytime, day or night.

The immersive experience aims to capture the history of the Sunset Strip and offer stories, insights and memories from influential local minds. It has been dubbed a “Rock ‘n Roll Holy Land” and blends a vintage shopping experience with digital technology.

The shoppable window enables shoppers to interact with merchandise from MadeWorn, an LA based brand specializing in American craftsmanship. Visitors can place items – such as merchandise from bands including KISS and Def Leppard – in their cart and make purchases directly from their phones using a unique link that is sent to them by text. Purchases are then delivered directly to their homes.

In store, shoppers are able to shop from a carefully curated selection of products from historic neon signs to photographs and other vintage treasures. Over 300 vintage and custom garments are also available to shop in time for the music festival season.

The store is the first in a series of activations blending interactive and in store shopping that Mastercard will collaborate with Fred Segal on. The aim of the partnership is to deliver an experiential environment where connected devices and digital technology bring a seamless, customizable experience to consumers.

“Fred Segal is a retailer known for offering its customers an innovative and differentiated shopping experience. It makes them an ideal collaborator to bring to life the latest in experiential retail technology, like our shoppable store front windows,” says Sherri Haymond, executive vice president of digital partnerships at Mastercard.

She continues: “Today, people want to step into store and do more than just shop; they want it to be a destination that seamlessly blends the digital technology that is a core part of their day to day life with their physical environment.”

Mastercard is additionally developing different ways to enable interactive shopping experiences through brand partnerships. For instance, it is currently working with Snapchat to offer shopping capabilities to their cardholders by connecting Snapcodes directly to retail moments.