Central Retail launches Immersive Retail Platform

It will combine offline, online and a virtual world, amongst others in one platform.

Thailand’s Central Retail has launched the CRC Immersive Retail Platform that integrates offline, online, social media, live streaming, and the virtual world and allows its business partners to offer their products and services.

In a statement, Natira Boonsri, Chief Commercial Officer of Central Retail Corporation Public Company Limited, said the starting project under the world’s first immersive platform is the C-Verse which offers a complete virtual store experience.

Through the C-Verse, customers can shop in a virtual world through customisable avatars, select products, add them to carts and receive the product within one to two days.

C-Verse will feature a Product Highlight, AI Chatbot ‘Annie’, a mini-game, and a photo booth.

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“The platform elevates the shopping experience to unprecedented heights, transcending beyond the concept of omnichannel. Customers can immerse themselves in a virtual store, pick products from 3D shelves, and explore them in 360 degrees, all at their fingertips,” said Boonsri.

“Customers can also enjoy ordering products through Personal Shopper and enjoy exciting features based on Generative AI technology,” she added.

Boonsri also said that customers can seek the AI Avatar for real-time advice and use augmented reality mode to connect online and offline.

C-Verse will start with Tops CLUB and is targeted to be extended to other businesses under its arm such as beauty products, home products, and department stores in Europe such as La Rinascente in Italy.

This is in line with the company’s plan to be the top Next-Gen Omni Retailer in Asia.