RTIH: When did you first become interested in the Metaverse? And how did you feel that it was the future of retail?
BB: Since 2015, when we shared our vision at the TedX event, we’ve been imagining a shared virtual world integrated with the retail experience.
Marxent developed the first AR application for the App Store in 2011. In 2018, we launched the first enterprise implementation of VR on Macy’s.
We believe that we have been at the forefront of the Metaverse for over a decade, creating a platform that makes a significant contribution within the Home category.
RTIH: How soon will your shopping habits shift to the Metaverse?
BB: We’re already generating over $ 3 billion in 3D-enabled sales through our applications. Metaverse creates a world of new opportunities for retailers leveraging 3D.
There are many awkward campaign applications, such as product launches at Roboxand Metaverse Fashion Week and exclusive product launches associated with NFTs.
We are currently interested in sustainable 3D applications that provide ROI to retailers and bridge virtual reality with reality.
RTIH: How are retailers in need of results today preparing for the Metaverse?
BB: 3D content management system is the most important. This is the first investment.
The second major investment is migrating product catalogs and business rules to its 3D content management system.
RTIH: How important is customization / personalization and composition for the future of Metaverse and retail?
BB: The great power of 3D is that shoppers can customize and personalize it.
The Home category is one of the first categories to appear in the Metaverse because it is a configurable and thought-provoking category that requires design, personalization, configuration, and visualization.
RTIH: How do brands need to rethink their approach to omni-channel as the Metaverse becomes more present in consumer life?
BB: Many of these 3D experiences live on multiple channels at the same time. Access from the retailer’s or manufacturer’s website will continue. The next phase is to make them discoverable throughout the Metaverse.