The metaverse and its business and marketing applications in the retail sector

Fàbregas Cuxart, Mariona

The metaverse and its business and marketing applications in the retail sector

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Citation

Fàbregas Cuxart, M. The metaverse and its business and marketing applications in the retail sector. 2023. handle: http://hdl.handle.net/10230/59654

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Abstract

The metaverse is an immersive virtual environment forecasted to be the next generation of the internet, vastly impacting people’s commercial and personal lives. Although the concept is still being developed, it is already impacting the retail industry, broadening the scope of existing channels and opening up new possibilities to enhance shopping experiences and engage customers. This paper analyses the matter, identifies the main applications of the metaverse for retailers and illustrates the findings by proposing an action plan for Mietis, a fashion retailer, to successfully establish a presence in the virtual world of Decentraland and monetize it.