Fidelity announces new partnerships with Cotton On and Linen House to help take retail into a new dimension

Fidelity, an innovative Aussie virtual reality (VR) company founded by visionary entrepreneur Jackson Meyer, has taken a pioneering step in reshaping the future of online shopping. Fidelity announced strategic partnerships with renowned Australian retailers Cotton On Group and Linen House, marking a significant milestone in the online retail industry’s evolution.

Following a successful capital raise, Fidelity has a patent pending for its cutting- edge virtual reality shopping platform, which will help cement its status as a trailblazer in the Australian tech field. This announcement will proudly assert Fidelity’s position as the first Australian company to introduce a virtual shopping experience of this magnitude to the local market.

Fidelity’s groundbreaking platform has been built alongside award-winning software developers, to elevate the user experience into a new realm – enhancing the shopping experience through personal electronic devices in a way that’s never been done before.

What does Fidelity bring to the retail sector?

Born during the challenges of COVID-19, Fidelity emerged as a response to the demand for e-commerce experiences that replicate the in-person shopping experience. As traditional brick-and-mortar stores faced the mounting pressure of high rents and changing consumer preferences, Fidelity’s approach offers a lifeline to retailers aiming to adapt to the digital age.

Fidelity’s transition from B2B to B2C signifies a strategic pivot that reflects the company’s ambition to revolutionise the online shopping landscape. Customers can now expect an immersive and engaging shopping journey that goes beyond traditional browsing, allowing them to explore virtual stores, interact with products, and make purchases seamlessly.

Fidelity is now actively exploring innovative features such as virtual trying on clothes through full-body scanners. These enhancements aim to bridge the gap between the digital and physical worlds, offering customers an unparalleled and interactive shopping experience.

Fidelity’s vision extends beyond the borders of Australia, as the firm sets its sights on global expansion and forging new alliances that redefine the e-commerce space. With the support of Cotton On Group and Linen House, Fidelity is poised to disrupt the industry on a global scale.

As Fidelity embarks on this exciting journey, the company’s unparalleled dedication to innovation, customer experience, and industry transformation remains unwavering. With the ambition to onboard its first B2C e-commerce customer by the end of this year, Fidelity is taking bold strides towards a future where technology and retail seamlessly coexist.

What does the partnership mean for stakeholders?

Rob Hede, General Manager, Cotton On Brands at Cotton On Group said, “We initially used tech for internal team training. It allowed us to share store layouts and customer journeys with our global team, with 10,000+ members able to virtually walk through a store and hear from visual merchandise and product teams via training videos and execute their stores.”

Rob Hede, General Manager, Cotton On Brands at Cotton On Group
Rob Hede, General Manager, Cotton On Brands at Cotton On Group

“We’re keen to expand this trial from internal to customer facing and bring our physical brand experience to new clients worldwide. We see this technology as a great value add to existing customers, showing outfitting solutions and accessories to the categories they are shopping.”

Commenting on the partnership, Jonnie McLean, Chief Operating Officer/Director at Linen House, said: “Fidelity is a great technology to introduce for a homewares business such as ours. From a wholesale perspective, it creates the buyer an opportunity to ‘showroom shop’ with clarity, and detail, while doing so from the luxury of their own office, in their own time.”

“Our retail side of the business is able to showcase our in store product, providing clients the in store experience without having to leave their lounges. There is no doubt this technology enhances consumer experience and will continue to shape the way people shop online.”