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- Title
Next-Gen Metaverse Customer Experience.
- Authors
Detscher, Stefan; D’Errico, Barbara
- Abstract
The article "Next-Gen Metaverse Customer Experience" examines the expansion of customer experience through the metaverse and analyzes the success factors for fashion brands on the "Roblox" platform. Companies in the fashion industry are actively participating as early adopters and exploring the applications of the metaverse and Web3. The study identifies the crucial factors for a successful metaverse customer experience through a qualitative investigation of fashion companies. Case studies of companies such as Gucci, H&M, Nike, and Vans are analyzed. The design, atmosphere, and interactions in the micro-worlds influence the brand experience and generate positive emotional reactions among users. The quality of the experience in the micro-worlds varies depending on their size, scope, and functionality. The article deals with the challenges and opportunities of customer experience in the metaverse and emphasizes the importance of strong brand loyalty. A creative design of the metaverse that supports personal development and social interaction is recommended.
- Subjects
SHARED virtual environments; NIKE Inc.; CUSTOMER experience; H &; M Hennes &; Mauritz AB; BRAND loyalty; MATURATION (Psychology); CLOTHING industry; CUSTOMER loyalty
- Publication
Marketing Review St. Gallen, 2024, Issue 2, p42
- ISSN
1865-6544
- Publication type
Article