|From Digital to Physical
There has been a lot of talk over the past few years about the metaverse, especially in relation to younger consumers ranging from Generation Alpha to Millennials. While this conversation is constantly changing, one idea seems to be taking center stage: the phygital experience, which straddles both digital and physical spaces.
These products and brand experiences take consumers offline and into the store—or from the store and onto the website. YPulse explains: “Brands like Forever21 and Amazon have already deployed some successful examples: Forever21’s Roblox beanie proved the power of giving Gen Z the opportunity to match their virtual world and avatar products with real ones. Amazon, on the other hand, opened their first IRL clothing store, which implemented technology from QR codes to see information about items to touchscreens in the dressing rooms to request and rate items.”
These experiences allow both brands and consumers to have the best of both worlds, and are less alienating to those who might feel less tech savvy, or more suspicious of entirely online worlds.
The metaverse and Web3 are also perfect for adapting toward loyalty programs, YPulse explains. Their data shows that about half of young people belong to loyalty programs, and that some brands have been successful in “gamifying” their loyalty programs through apps and virtual reality.