Digital retail in a meta-universe opens up new opportunities for brands not only to sell physical goods, but also to create virtual products that shoppers can use within virtual worlds. In addition, the meta-universe allows brands to host interactive events, exhibitions, product launches and immersive shopping experiences.
The main features of digital retail in the meta-universe:
- Virtual shops and showrooms— Retailers create full-fledged virtual spaces where users can browse and buy goods.
- Acquisition of digital goods— consumers can buy digital clothing, accessories, avatar jewelry and other virtual items.
- Immersive Marketing Campaigns— brands create interactive events in the virtual world that attract millions of users.
- Collaboration with games— brands integrate into gaming platforms, giving players the ability to use digital goods while playing.
- Digital property and NFTs— companies sell exclusive digital assets in the form of NFTs that can be used within the metaverse.
Examples of global retail chains developing digital retail in the meta-universe:
1. Nike
Nike is actively experimenting with the meta universe through the platform Nikelandon Roblox. The virtual space allows users to create their avatars and dress them in the brand's virtual shoes and clothing. This allows Nike to attract a new audience, in particular young people who spend a lot of time in gaming environments. Nikeland hosts interactive sports events and games designed to engage consumers in brand interaction.
2. Gucci (film)
Gucci has already become one of the pioneers in the field of the meta-universe, releasing The Gucci Garden— an interactive virtual space in Roblox where users could interact with the brand's collections. Gucci is also releasing limited digital avatar apparel purchased through NFTs, creating new sources of revenue and ways to communicate with young audiences.
3. Balenciaga
Fashion house Balenciaga collaborates with the popular game Fortniteby creating virtual items of clothing for players. This move allows the brand to expand its boundaries through gaming, attracting millions of users to interact with its collections in the virtual world. Balenciaga is also experimenting with NFTs and other digital assets.
4th. Walmart Inc.
Walmart is developing its presence in the meta-universe by integrating virtual stores. In cooperation with Horizon Worlds(Meta) Walmart is testing the creation of virtual supermarkets where customers can browse items, shop, and then receive physical products through delivery. This is a new approach to creating omnichannel solutions for modern buyers.
5. Zara
The Spanish fashion giant Zara has also joined the development of digital retail in the meta-universe. The brand has released a virtual clothing collection Zepetowhich is available for purchase and use on the platform for digital avatars. This allows the company to interact with users who want to express themselves through a virtual style within their digital lives.
Benefits for Retailers in the Meta Universe:
- Expanding the audience:Attracting young, technologically advanced users who spend a lot of time in digital environments.
- New sources of income:Sale of digital goods, NFTs, organization of virtual events.
- Innovative marketing strategies:Interact with customers through interactive events, virtual showrooms and collections.
- Eco-friendliness:Selling digital goods is much more environmentally friendly, since there is no physical production, transportation or waste.
Conclusion
The meta-universe is becoming a new field for digital retail development, where brands are empowered to create unique virtual worlds and interactive experiences for customers. Retailers who master this technology in time not only strengthen their positions in the market, but also gain competitive advantages by attracting new audiences and generating new sources of income.
