The Metaverse Will Play a Role in Store Designs of the Future

INCORPORATING TECHNOLOGY ISN’T a new concept for retail. For the past couple decades, we’ve heard about the importance of having “digital” in store, whether that means screens, interactive kiosks, back-end support for operations or creating immersive experiences. What is a fairly new concept is leveraging the metaverse to boost sales and brand recognition.

For those unsure of what the metaverse is, Wired suggests replacing the word mentally with “cyberspace” because it doesn’t really refer to a new type of technology but rather a shift in how we interact with existing technology.

The metaverse is essentially a collection of 3-D digital “second worlds” which provide users a place to interact, shop and socialize. A prime example of a popular virtual world is Roblox, an online gaming platform that allows users to play and create games and interact with one another – musical artists like Lil Nas X and Twenty One Pilots have even performed “live” concerts on Roblox in front of thousands of avatars.

The gaming industry, which saw explosive growth during the pandemic, seems to be one of the easiest ways for retailers to dip their toes into the metaverse waters.

Gucci, for example, unveiled its “Gucci Garden” in 2021 on the Roblox platform and saw 19 million visitors during its run, according to a recent report conducted by McKinsey & Co. (New York), “The State of Fashion 2022.” The luxury retailer has also created assets users can purchase or download for other popular games like Animal Crossing: New Horizons and Pokémon Go. Balenciaga, NASCAR, Forever 21, Vans, Nike and Ralph Lauren are among the many other brands that have explored creating experiences through Roblox.

If we’re trying to drive shoppers to physical spaces, then why does all this digital stuff even matter? In recent years, digitally native brands have proven that brick-and-mortar is still relevant by opening a slew of physical locations; digital and physical experiences must work to support one another. Much like reaching boomers, millennials and Gen X’ers through social media or the web, envision the metaverse as yet another channel to reach Gen Z or Gen Alpha consumers – or simply as a way to engage those who may not interact with your brand in the physical realm normally. (Creating buzz isn’t a bad thing!) How can we continue to design seamless experiences across channels, both physical and digital, to create a truly frictionless shopping journey as well as drive in-store sales?

We’ll be discussing topics like these at this year’s International Retail Design Conference (IRDC), taking place in Columbus, Ohio, this Oct. 26-27. Registration opens this month, and we hope you can join us to explore similar topics at our 22nd annual in-person event. For more information, please visit irdconline.com. We look forward to seeing you this fall!