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Metaverse in retail industry

In the last decade, the retail industry has chosen for an omnichannel approach, in which firms have considered integrating physical and internet retail. To bridge the gap between physical and digital retail experiences, brands are investigating the usage of the metaverse to provide their customers with an immersive and multimodal experience that is currently absent in the digital landscape.

The metaverse is an exciting place. When combined with augmented and virtual reality (AR/VR) devices, it has the potential to significantly revolutionize the retail industry. The retail industry is currently confronted with numerous issues and intense competition, including customer service, active customer involvement, client retention, and loyalty development.

To address these concerns, players are looking to the metaverse as a solution for recreating the instore experience of not only physical apparel stores, but also furniture and vehicle showrooms, among other places.

Virtual store fronts, virtual fitting rooms, virtual product demonstrations, virtual events, and virtual customer service are some of the main Metaverse use cases in retail industry. One of top Metaverse retail examples is Magic Leap, which has developed a mixed reality platform that allows users to interact with virtual objects as if they were physical. The use of the metaverse in retail is still in its early stages, but there are a number of retail trends in Metaverse that are emerging. A metaverse development company, or metaverse developers in partnership with blockchain technology experts, could revolutionize the retail industry by creating immersive virtual shopping experiences for consumers.

We recommend that businesses examine three possible futures for retail in the metaverse:

Complete Immersion:
The goal of many proponents of the metaverse is mass adoption, where the majority of people spend their days and nights participating in interactions made possible by the metaverse. Imagine waking up to a hologram that relays a customized news feed and prioritized duties for the day. Then, go for a stationary bike ride that includes an immersive virtual experience (breeze included). Next, work as a digital avatar for an entire day without changing out of your sweatpants. Finally, get a front-row seat to a virtual performance.
Separated Generation:
There is currently a group of early adopters who want to spend as much time as technology allows in the metaverse. They devote not just their time to the metaverse, but also their intellect and cash. In the future, metaverse adoption will be predominantly limited to this user group, with the general populace participating only seldom. This small demographic has considerable purchasing power to pique the interest of RCP companies. It also exhibits distinct features that can be targeted, most notably a fondness for the metaverse environment, which can help retail firms in the metaverse efficiently reach out to customers with new offers.
Enhanced Life:
In this age, the metaverse will focus on supplementing the physical world with more advanced technologies to help and complement the general population's present day-today activities. In some cases, these enhancements will be communal (e.g., a voice assistant on every commuter train). In other circumstances, it will be confidential (e.g., advances in telehealth).
While all three scenarios are possible, the most likely outcome is a hybrid in which features of each take precedence. However, before any future arises, we must overcome a number of obstacles to expanded metaverse use, including:
1. Connectivity:
  The metaverse is made up of numerous worlds, and it's uncertain if people will be able to effortlessly "move" between them and bring valuable digital things with them.
2. Internet enablement:
  The majority of customers do not have complete access to the more advanced technologies and services required to run a metaverse ecosystem.
3. Belief:
  Attempts to illegally profit from NFTs, as well as lawsuits between firms staking claims in the metaverse, may undermine public trust in this innovative technology.
4. Consumer Experience:
  Aspects of the metaverse today are clumsy and cartoonish, perhaps leading to a loss of interest among many consumers as the novelty wears off.
5. Real Cost:
  The negative effects of technology on physical and mental health, combined with the huge carbon footprint associated with crypto and blockchain activities, may stymie metaverse technological growth.

Key considerations for retail companies in the metaverse

While some of the metaverse enthusiasm is expected to fade, we believe that investment in the sector will continue to move it ahead, with a likely bias toward the "augmented life" and "isolated generation" scenarios. The existing constraints may limit the comprehensive metaverse immersion that some dream for, but enough development will be visible to make this a vital component of any forward-thinking retail strategy. Indeed, many have already begun to try to extract value from a variety of use cases in the metaverse for retail.

In other cases, such as NIKE selling branded NFTs or Forever21 having a virtual storefront in the metaverse, these forays are consumer-facing.

New business concepts have also emerged. The Flyfish Club, for example, is one of a few new eateries that exclusively serve diners who own certain access-oriented NFTs. There are also various examples of immersive marketing that uses augmented reality to provide hyper-personalized experiences.

However, consumer interactions are not the only use cases for the metaverse. This technology is also being used to increase efficiencies and improve employee experiences.

Unilever, for example, is utilizing digital twins to generate a representation of its manufacturing facilities. Volvo created a digital driving simulation that allows the corporation to perform ethnographic research in a virtual setting. Furthermore, we've seen several uses of talent engagement that have been hastened by the epidemic, such as improved virtual training, onboarding, and mentorship.

With so many possibilities, retail firms should shift their attention from whether or not to sell in the metaverse to how to do so differently. An interesting component of the metaverse, unlike many prior technological developments, is that firms are not obligated to bend their strategy to the technology. When television became popular in the 1950s, businesses had to change their marketing techniques to target consumers who changed their lifestyle to accommodate programs.

When the Bloomberg terminal became an invaluable tool in financial circles in the 1980s, banks and wealth managers restructured strategies to focus on the immediacy of previously unavailable information.

When smart apps emerged more prevalent in the early 2010s, businesses supplemented their strategy with a mobile-specific plan in order to attract consumers who were no longer confined to a single area. The metaverse, on the other hand, is intended to be an extension of our entire existence. As a result, firms may not need to change their primary strategic differentiators, but rather push the boundaries of how that strategy will be implemented.

The metaverse use cases that a retail company decides to pursue will be heavily influenced by the primary differentiators that it employs to win in the market. Based on our experience, we've prepared a list of metaverse use cases that retail enterprises can leverage to their benefit. We believe that some use cases will be prioritized over others due to their potential effect, ease of implementation, and speed to market.

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Priority retail metaverse use cases

To make all of these use cases a fact, businesses must be ready to use the metaverse's underlying technologies while adjusting quickly to its high rate of change. For example, an attempt to enter new markets with NFTs is unlikely to succeed if a company lacks access to the necessary design and technological skills.

Building a virtual storefront without a cloud-based infrastructure may prove difficult. Without robust data that establishes an understanding of consumer preferences, selling branded digital products to a new metaverse market niche may fall short. While clean data, cloud-enabled capabilities, and procedures to govern digital partnerships are not novel ideas, they are critical to drive a metaversebased approach.

Nobody knows where the metaverse will lead us. However, one thing is certain: the genie is no longer in the bottle, and momentum is unlikely to slow or reverse.

The metaverse has arrived in some form, and the potential it provides for well-prepared retail enterprises should make for an exciting future.

Let's build together on Metaverse

The top three retail businesses working on metaverse are:

Nike:
Nike entered the metaverse by purchasing RTFKT, a virtual footwear firm that focused on fashion.
Balenciaga:
It launches a metaverse unit in addition to developing a video game for a new collection and collaborating with Fortnite on virtual clothes.
Gucci:
It has been a pioneer and early adopter of metaverse technologies.

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