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For retailers, the metaverse represents many advantages. There are limited costs to building a digital audience, to store management or to supply chain. “Retailers invest in the metaverse because the R.O.I. is directly measured in visibility and brand image,” Neal Robert, C.E.O. of bem.builders, told mind Retail. The entry ticket in metaverse is much lower than the cost of a classic advertising campaign”.
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As a result, many retailers decided to make inroads into this new virtual world. This desire became a reality in April 2021, for the first time. The US brand Vans created its own game, “Vans World” on the Roblox platform. From 2021, retailers have multiple partnerships with metaverse platforms, notably with Dolce & Gabbana and Decentraland in October, Nike and Roblox and Adidas and The Sandbox in November.