Consumer Metaverse:
Virtual Customer Experience
What is the Consumer Metaverse?
The Consumer Metaverse is the idea of a virtual, shared space where people can interact and engage in various activities.
Companies see this as an opportunity to create a close connection between consumers and their brand. It has the potential to change the way consumers interact with businesses and digital reality.
Consumer Metaverse as a new customer channel
Companies are reshaping the customer relationship:
Companies are already recognizing the potential of new technologies such as virtual worlds, AR / VR or digital goods (e.g. NFTs) and are using them to reshape their customer relationships.
Through interactive, personalized and gamified interactions, companies aim to offer consumers new ways to discover and explore products. The merging of physical and virtual product experiences plays a significant role here.
Growing consumer interest:
The consumer metaverse is not just a fictional notion for the future. On the consumer side, there is increasing interest in using the metaverse.
According to a survey by Accenture, over 70% of consumers plan to explore the metaverse in the next 2 to 5 years. They place more emphasis on practical functions than on outward appearance. Simple user interfaces (70%) and a wide range of applications (69%) are the most important features here.
What is your plan for the Consumer Metaverse?
Prominent brands already active
Companies are exploring the potential:
Brands such as BMW, Porsche, Hyundai, H&M, Coca-Cola, and Vans have already begun using the Metaverse to explore innovative ways to interact with customers.
By creating virtual worlds and 3D Internet platforms, they offer their customers unique and immersive experiences.
BMW creates immersive experiences:
BMW has presented a series of 3D presentations of their vehicles in virtual worlds on their own website. Visitors can immerse themselves in a digital reality and explore various vehicle concepts and interactive interior designs.
The use of this website is aimed at creating a closer bond with the BMW brand and arousing customers’ interest in future developments.
Digital skating and virtual fashion:
Vans, on the other hand, has taken a different approach to attracting younger customers in particular to the brand. In a cooperation with the virtual world Roblox, an environment in the style of the Vans brand was created with “Vans World”.
In addition to a skate park where people can ride digital skateboards, a Vans store also offers virtual Vans clothing that can be worn by visitors’ avatars.
The Consumer Metaverse is still in its infancy.
Drivers of Consumer Metaverse Acceptance:
Several factors are driving adoption of the consumer metaverse. The accessibility of virtual reality (VR) and augmented reality (AR) to the mass market, the social acceptance and use of virtual worlds, and the creation of new offerings by major tech brands all play a crucial role.
The future of the consumer metaverse:
The Metaverse opens up an exciting future where consumers can interact with companies, brands and other users in a variety of ways.
Customer demand for simple and practical solutions is at the forefront, while at the same time companies are taking advantage of opportunities to offer unique experiences and strengthen relationships with their customers.
The metaverse will continue to grow in importance and fundamentally change the way we interact with digital reality.
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