If you ever wanted to own the same outfit as your avatar in your favourite video game, then you can expect some exciting experiences with brands soon. Marketers and brands in the fashion industry are starting to integrate the metaverse with their marketing efforts to create immersive experiences. They are partnering with gaming platforms to engage with their audience and have them unlock their favourite outfit and buy it in the real world.
In this week’s video, Liz Bacelar, Alan Smithson, Scott Lachut, and Lauren Lyons discuss how brands are increasingly adapting to the metaverse by offering interactive customer experiences. They talk about how brands need to constantly track and analyze the responses of their consumers to this tech and make changes accordingly. This process will help them to create a perfect virtual world with the right brand messaging for the right audience.
The speakers also mention that most physical retail stores will soon be replaced by the virtual ones. These virtual stores will allow brands to track the gaze of their consumers along with the route they take to explore the store. With this data they can then personalize the store for each individual visitor. However, one major concern that marketers need to address is the data privacy of their customers.