- Lacoste debuts a new virtual store offering exclusive benefits for Ethereum NFT holders through its UNDW3 loyalty program.
- The virtual store, developed by Emperia, provides a unique shopping experience and access to exclusive collections for UNDW3 token holders.
Iconic apparel brand Lacoste has embarked on a pioneering initiative, launching a virtual store crafted by retail technology developer Emperia. This unique shopping experience seamlessly integrates a conventional immersive retail ambiance with distinctive features available only to holders of Lacoste’s UNDW3 NFT passes.
Navigating the Virtual Experience
Named UNDW3 (pronounced “underwater”), Lacoste’s NFT-based loyalty program provides access to this virtual store via their regular e-commerce platform. The digital journey begins with entering through the mouth of the brand’s iconic crocodile. Visitors can peruse the tiled boutique and ascend an elevator to an outdoor pool area overlooking a serene beach.
Throughout the virtual space, Lacoste’s summer apparel collection is available for purchase, and customers can engage in a delightful crocodile-themed scavenger hunt game. The holders of Lacoste’s Ethereum-based UNDW3 tokens gain access to an additional underwater VIP space. This space can be unlocked through an email login or by connecting a digital wallet with the token.
The exclusive UNDW3 apparel collection, co-created in March by Lacoste’s UNDW3 community members, can be purchased within the VIP space. Each physical garment is complemented by a digital twin as an NFT and augmented reality (AR) features accessible via a QR code scan. Furthermore, token holders can also participate in an exclusive level of the scavenger hunt game, with chances to win prizes throughout the summer.
Reflecting on this innovation, Emperia’s co-founder and CEO, Olga Dogadkina, expressed that Lacoste’s advanced approach to e-commerce and customer loyalty has resulted in new technologies that improve user journeys and bridge the gap between virtual and physical retail.
Earlier this year, Emperia demonstrated its expertise by creating a virtual experience for L’Occitane, capturing the essence of the French beauty brand’s retail universe. The technology company has a reputable portfolio of collaborations, including brands like Bloomingdale’s, Burberry, Christie’s, and Dior.
Lacoste’s ambitious Web3 loyalty program, UNDW3, initiated in 2022, expanded its second phase in June. It evolved its genesis NFT pass into a new dynamic token and introduced a gated community platform. Here, token holders can accrue rewards through interactive games and fashion design challenges. These challenges happen in close association with Lacoste’s physical studio, utilizing 3D and AI-based tools. A leaderboard on the site tracks points, and top scorers stand a chance to win exclusive prizes, including a week with Lacoste in Paris.
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