What:  A question to which bringing an answer might prove somehow a bit complex.

Why it is important:  It is all about finding the right usage and new services, by optimising the investment and maximizing the media resonance of these new initiatives.

Retaildive addresses a key question for retailers today: what to do with Metaverse? The answer to the question is not so obvious, all the more that Metaverse is a reality englobing several concepts and technologies (5G, 3D, AR, VR, Blockchain, cryptocurrency, cloud computing, social commerce…) all available on several platforms (Roblox, Epic, Meta, Microsoft…) and accessible through specific devices (smartphone or dedicated virtual reality devices).

Today, this already represents a true commercial reality, which implies to make a choice in terms of platform, just like in real life companies need to choose a specific marketing channel or retail outlet. Gaming platforms are ideal for crafting memorable and engaging experiences of a brand (Nike on Roblox, Fortnite..), however other players decide to build their own version of the Metaverse (Samsung, NVIDIA,…) which might prove substantially costlier.

Going further with this article as a base, IADS believes that its members should address the opportunities offered by the Metaverse in a smart way, for instance by multiplying the AR interactions between their stores and the metaverse platforms, instead of looking at a full dive in a nascent new usage.

Should retailers invest in the metaverse?