As the metaverse starts to take shape, we’re beginning to realise the tremendous potential it holds for brands. We’ve seen several companies and emerging creators already take big steps toward marketing’s more immersive future – and more brands should start preparing today.
Much like the early days of social media, the forward-thinking brands that build a presence in the metaverse early will be the ones to reap success, while competitors are still playing it safe. There’s plenty that you can do today to get started, learn and prepare.
Right now is the time to step out of your comfort zone and try something new, like an augmented reality (AR) filter for your customers.
Customers want convenience and clarity, and reward brands that make their purchasing choices easier. Being able to try on clothes, test a piece of furniture in their living room before buying it, even testing the exact measurements to see how their space stacks up are all possible using AR.
Since introducing an extensive AR tool, Kiwi company Spa World has seen a 134 percent jump in online customer conversion. It’s not hard to understand why, for customers who have limited time to visit a store, seeing their dream spa in situ would give anyone more confidence to make a purchase from the comfort of their home.
This is also the perfect time to start exploring virtual reality (VR) to see how brands are using it to promote their products.
While the technology is evolving, the focus should remain constant: fostering more authentic connections with your customers.
Les Mills did this perfectly with LES MILLS BODYCOMBAT, unleashing their unique brand of exercise in virtual reality. In this VR game, people can undertake personalised, immersive fitness challenges alongside digital trainers, giving users an ‘at-the-gym’ experience at home. With an average 4.7 stars across 1,343 reviews, the VR app is a success story.
While floating targets may never become a reality in real life, they’re an excellent addition to shadowboxing, made possible with VR. BODYCOMBAT is an example of how brands can build experiences in the metaverse that aren’t limited by physical space. We’re just starting to see what’s possible when the only limitation is imagination.
As Spa World and Les Mills show, you don’t need to only rely on a physical presence to surprise and delight your customers. Building up to a virtual experience can be a value add to your traditional marketing and advertising efforts, and when it ties back to your physical offering, you can bring your product to them.
The pandemic permanently changed how customers want to interact with a brand. As companies adopt AR filters, VR worlds, and more to make physical experiences more virtual, we find that customers are excited to try these new things. Smart brands can create a presence in the metaverse and build a deeper, more unique connection with customers in a way that’s not affordable or practical to do at scale in real life.
This article was originally published in the Dec/Jan 2022/23 issue of NZ Marketing. Click here to subscribe.
