US retail giant Sears has opened its first virtual store on IBM's island in online computer game, Second Life.

The prototype shop is intended to showcase the ways in which internet-based virtual reality worlds can change and improve consumer experiences.

Providing customers with the best possible shopping experience is very important for the company and it is always looking for new and exciting ways to present products and services, says Sears Holdings' senior vice president for direct commerce, Paul Miller.

'The Sears Virtual Home combines the best of virtual worlds and 3D environments so customers can experience Sears' products in a way that is closer to real life,' he said.

'Sears.com already provides innovative design functionality and this work with IBM in a virtual world is a logical extension of those initiatives.'

Eventually, the customers entering the store using a virtual in-game avatar will be able to see mock-ups of rooms, allowing them to experiment with furniture colours, sizes and layouts.

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