Interactive features such as virtual reality and video content are being used to engage customers at Virgin Holidays' new concept store in Kent's Bluewater shopping centre.

The travel company is aiming to provide consumers with an immersive experience when booking their holidays, by using technology and other entertainment throughout the shop.

Google Cardboard virtual reality sets have been placed in the store, allowing those exploring their holiday options to picture themselves in a host of potential locations prior to making their booking. Viewfinders on a huge world map, which is located across one full wall of the store, allow visitors to watch videos about locations they are considering for their trip.

Virgin Holidays is using video to engage customers in its Bluewater store

In addition, the Virgin Holidays shop will include an 'island bar' where customers can stop for a drink, a dedicated kids area complete with Disney-themed magic mirror and the opportunity to experience what it feels like to sit in a Virgin Atlantic Upper Class chair.

Lee Haslett, director of sales at Virgin Holidays, said: "We want to provide a retail space that is designed to inspire consumers through immersive experiences. 

"You'd be very welcome to drop by for a drink and marvel at the world around you through some of the very best ground breaking technology."

Designed by Your Studio, the store has also recruited new staff to help guide visitors through the new areas.

Virgin has invested in customer-facing technology across its portfolio of brands, with telecoms provider Virgin Media recently installing digital screens throughout its estate for marketing purposes. Electronic mobile point of sale systems are also used in a number of its high street venues, allowing staff to serve customers at different locations around the store.