Immersive Commerce Comes of Age in 2022
PHOTO: Adobe Stock Retailers and brands must build immersive commerce into their budgets and think about virtual selling organizationally, creating specific line items for experiential ecommerce initiatives.
Augmented reality (AR) and virtual reality (VR) have already brought the virtual shopping experience to life, allowing consumers to explore and browse virtual stores in much the same way they do physical stores.
At the same time, faster 5G network speeds and improvements in mobile hardware and graphic rendering software now make immersive mobile interfaces possible.
Strong consumer and industry demand for metaverse experiences will only continue to drive technology advances and the adoption of immersive commerce experiences. Reaching Gen Z With Immersion and the Metaverse
“Having a three- to five-year plan for metaverse initiatives is key,” explained Neha Singh, founder and CEO of Obsess . “Brands will also have to keep an eye on the technology that allows this space to evolve to see what developments align most closely with their own values, business models and target audiences and invest in those areas accordingly.”
She said Obsess recently conducted a consumer survey that found that some 60% of Gen Zers think brands should sell their products on metaverse platforms. The survey also discovered that digitally native millennials and Gen Zers who grew up interacting with videogames, e-sports and social media expect the ability to shop on any online platform they visit.
“Consumer demand for interactive online experiences also skyrocketed during the pandemic,” Singh added. “That demand encompassed entertainment, gaming, fitness and, of course, shopping.”
She said both factors make it crucial for brands to offer immersive virtual commerce experiences that differentiate themselves from competitors and allow customers to connect whenever and wherever they want.“It’s crucial for retail companies to maintain their core branding, values and image as they expand into the metaverse, across any and all […]
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