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BEST PRACTICES & STRATEGIES

Metaverse powers the next generation

of eCommerce

According to Gartner, a quarter of the population With Web 3.0, new attractive retail options are emerg-
will spend at least an hour a day in the Metaverse ing, as the Nike x RTFKT AR Hoodie example shows.
for work, education, shopping, social media, and The fashion label and the IT developer studio for Web3
entertainment by 2026. The Metaverse is, so to applications present a collection of NFTs on the digital
speak, access to a digital parallel world where wardrobe and expanded to include a new hoodie col-
people meet virtually. lection that can be experienced as a hybrid, meaning
an implanted chip in the physical version of the hoodie

Metaverse technologies are still in their early stages, interacts with the digital counterpart. An additional Aug-
but one day things like buying digital products, building mented Reality (AR) component literally gives the worn
virtual homes, or attending virtual social events in the garment wings if desired, which gives the owners of
Metaverse could become normal. As you can imagine, these rare Genesis hoodies a unique virtual perception.
by then there will be many ways how companies could It proves that those going strong with clever develop-
monetize the Metaverse as well, like e.g.: ments and concepts have opportunities for new
sources of income and clever marketing of their own
• Selling clothing and accessories for online avatars products.

• Selling digital land and construction of virtual houses After all, shopping is increasingly about the overall ex-
perience: 71% of all users familiar with AR applications
• Selling digital art, collectibles and assets (NFTs)
state that they would go shopping more often if it were
• Developing new markets through presence in virtual supported by AR experiences. Products displayed
shopping centers three-dimensionally with AR technology help customers
to better visualize the goods they want and allows to
• Digitally interacting with people in new hire onboard- make a more conscious purchasing decision. This
ing, customer service, sales and other business in-
teractions. leads to fewer product returns and heightened satisfac-
tion.

August 2022: Immersive Technologies in Marketing 15