Stomers closer to the entertainment and (sports) fashion sectors, in an interactive digital world and within which the customer experience gains a position of absolute centrality . During 2021, for example, Nike customers in New York had the opportunity to touch the Metaverse offered by the sportswear giant by hand : they were able to use their smartphones to project a whole series of digital tools into the real world. The store layout was changed to allow customers to follow a path divided into various stages, each of which set up an interactive experience in which clothing and accessories were inserted. Nikeland, on the other hand, is a smartphone application similar to a video game, within which users can create their own avatar, dress it in Nike clothing and obtain discount codes for purchases if they win matches of the real counterparts of those same leaders.
These are interesting ideas, because they highlight how mobile number list important a company's brand recognition and brand loyalty are. With this type of experience, Nike customers are offered the opportunity to interact directly and in an innovative way with a brand they know, in which they perhaps reflect themselves, whose products they buy and wear on a daily basis. [AML]-quote-quotes-1With this type of experience, Nike customers are offered the opportunity to interact directly and in an innovative way with a brand they know, in which they perhaps reflect themselves, whose products they buy and wear on a daily basis. Reinventing-marketing-metaverse-IMAGE 4. Gucci and the importance of exclusivity A concept valid both in the real world and in the Metaverse is the one concerning exclusivity , be it a material product or an experience (visual, sensory, physical and so on). And Gucci knows it well.
As a luxury brand, Gucci is renowned for its high quality products and the (relatively) limited quantities of those products existing worldwide. In a digital context, the underlying concept is quite similar. Especially when it comes to collecting something, or owning something that others don't have, the price of a product can skyrocket, because its rarity increases its value and desirability. Last year, Gucci teamed up with gaming platform Roblox to create a virtual atelier, the physical store in Florence. The purpose of this partnership was to offer, for a limited time, exclusive products created specifically for Roblox and designed to be used by users exclusively within this platform. Although no official figures have been released on the matter, it is estimated that this experiment, which lasted just two weeks, generated $3 million for Gucci. It offers an interesting example of how effective a marketing.