www.clock.co.uk

VIRTUAL SHOPPING WITH A DIFFERENCE

AVENUE IMPERIAL

In May 2013 Clock were approached by Avenue Imperial with a brand-new idea for online shopping. Having previously seen Clock’s work in a pitch for a different project, Avenue Imperial came back to us when they wanted to turn this idea into a digital reality.

THE BACKGROUND

Avenue Imperial had developed a concept for a “third way of shopping”. Traditional shopping means either physically going to the store, which isn’t always convenient, or using standard e-commerce channels, which offer very little

in the way of a luxury experience or personal touch. But what if you could combine both to create luxuryvirtual shopping, with the convenience of digital and the personal service of a high-end retail experience?

Customers could browse real-life stores with 3D tours and interact with real-time sales assistants, as well as make purchases online. Great for customers: with 75% of a high-end shop’s inventory not sold online, they miss out if they don’t shop in-store. Great for shops too, providing a direct and personal link to virtual customers and an opportunity for upselling.

The brand-new retail concept was aimed at wealthy individuals shopping in exclusive boutiques, both locally and internationally. Avenue Imperial wanted to create a first-class user experience, as well as a luxurious look and feel, backed up by a robust and reliable platform.

Avenue Imperial commissioned Clock to work on all aspects of the project, from branding to UX and

design, from development to hosting and 24/7 support. As their chosen digital partner, Clock had a very strong working relationship with Avenue Imperial and the complex project progressed smoothly within tight timeframes. Given that it was an entirely new concept being launched, Clock allowed for post-launch modifications based on user reactions and needs.

THE BRIEF

User ExperienceThe idea was to create a virtual store, with regularly updated virtual tours of each high-end boutique. It would operate in real time, with seamless links to e-commerce and store-based sales assistants. Given the international target market, Clock developed a slick and pared-back design, using icons wherever possible as a common visual language.

Each store would chose its own base language (any Latin language could be accommodated). Every element of UX was given the high-spec treatment, for example when taking a SnapShot on the virtual tour, the user hears the picture being taken, with full sound integration.

THE APPROACH

DesignThe brand presence was unique: it was about engaging directly with the store, both in terms of a luxury experience, with the tours, and on a personal level, with the sales assistant. Clock came up with a design with high production values to reflect the high-end branding. The emphasis was on the individual stores, rather than the interface, with the aim of making the virtual boutiques as luxurious as they were in real life. This upmarket feel was carried through to the finest details, such as specially designed icons for a bespoke visual style and super-smooth transitions between screens for a seamless experience.

Technical We developed real-time communication for the sales assistants using websockets, as well as a unified development workflow for the interface between customer and shop. For the stores, we built a separate ‘sales assistant’ app for each department relating to the different virtual tours on the website. The tours were implemented using an optimal 3D panorama viewer, integrated with the SnapShot functionality. This allows users to take a photo of something they like and either share it via social media or directly connect to the sales assistant to discuss it. We also integrated external in-line e-commerce information and third-party payment providers (PayPal).

THE EXPERIENCE

Unique online shopping experience

First-class user experience

Virtual browsing and personalized customer service in a digital forum.

Delivering a luxury shopping experience.

Sleek website with a luxury feel

Quality virtual tours updated weekly

An upmarket design with high production values to suit a

sophisticated clientele.

Virtual browsing to showcase high-end boutiques and their

changing products.

Real-time link with sales assistants

Seamless integration with e-commerce

The SnapShot function allows interaction between user and sales assistant, offering live personalized

customer service and a virtual version of the complete in-store

shopping experience.

Straightforward online shopping available for many products.

Fully integrated sharing via

social media

Tablet-based web app for sales assistants

Users can share snapshots of boutiques and products they love.

Specially designed web app for tablets, enabling each sales team to deliver excellent customer service

when interacting with the virtual customers.

Robust technical infrastructure

A complex build with the flexible and fully scalable Node.js.

Avenue Imperial launched its brand-new concept for virtual shopping at the end of March 201v4, so it’s very early days indeed. It was a soft launch, yet despite this the first few weeks of the live site has seen over 8,000 visits and 26,000 page views. The expectations for the future of this unique site, the first of its kind, are high. Watch this space!

THE RESULT

We found Clock to be a perfect partner ... We were impressed by the delivery of a slick design that garnered a lot of positive feedback from users.

“”

Nicolas Rossi, CEO of Avenue Imperial

The Old School House,Bridge Road,

Hunton Bridge,Herts,

WD4 8RQ, UK

www.clock.co.ukTel: +44 (0)1923 261166