What the Metaverse Means for Your Packaging
By now, you must know, the future is digital. But will the future be virtual? The Metaverse is a topic of discussion that has been thrown around a lot lately. But what is it, and what does this mean for the future of retail and your packaging?
What is the Metaverse?
The Metaverse, by definition, is a virtual-reality space in which users can interact with a computer-generated environment and other users.
The term has been around since the late 90s, with early forms including gaming platforms such as Second Life creating virtual worlds for virtual characters to explore and socialise in.
However, more recently, the exploration of the Metaverse has expanded to retail and packaging. In packaging, the Metaverse connects your physical product with the digital world.
E-commerce has been growing in popularity for a number of years now, especially in recent times during the pandemic. Is now the time for an evolution in online shopping?
How you can use the Metaverse
By integrating your product into the Metaverse, you can open up a whole new potential for e-commerce. Accessing your consumers in an entirely new way.
While we may not be entirely at the technology of a 100% virtual shopping experience, there are certainly ways in which you can showcase your products digitally – and virtually – to present them to consumers in a unique way.
One of the ways in which you can utilise Metaverse Packaging is through Augmented Reality. Augmented Reality allows your consumers to view your products digitally within their environment, for example, by clicking on a web link or by scanning a QR code.
This link or QR code will then bring up your product in 3D on a user’s interface (e.g., a mobile phone or tablet) and allow them to place this within their physical environment through the camera on their device. Thus, integrating the physical and digital world.
This is particularly effective when used for products displayed in the home, for example, as the consumer can see how the product would look in their chosen placement before making a purchase.
Retail environments can be created virtually for a consumer to experience your ‘store’ in the Metaverse. This could be a replica of an existing store you have or something completely new and artificial – as far as your imagination can take it!
It may sound like something from the far-away future, but consumers can already explore virtual environments to shop. So naturally, this means leads to a need for virtual packaging!
The potential of virtual retail opens the door for new opportunities in unique interactive packaging experiences. Not only that, but brands will also have to start thinking about how their packaging design may differ for this virtual world, just as they had to rethink packaging design for e-commerce.
Packaging for your product online and in-hand is likely to differ, as there are unlimited abilities with digital packaging and the way that you can present your product to consumers in the digital world.
You can enhance your packaging for the virtual world with interactive visual effects by providing virtual ‘unboxing’ experiences where your consumer can digitally unbox your product.
Why You Should Adapt to The Future of Digital Packaging
By evolving your packaging for the Metaverse, you can create an exceptionally unique experience for your consumers.
Innovative Brand Perception
Although digitally enhanced packaging is becoming more commonplace, it is still unique. Therefore, by adapting to the future of digital packaging early, your brand will be seen as an innovative, forward-thinking brand at the forefront of digital technological advancements.
It is vital to seek out longevity and innovation in an ever-changing world by presenting exciting and engaging experiences to your consumer.
Not only will you be seen as an innovative brand, but your journey into the Metaverse will fit cohesively alongside your other marketing efforts, allowing consumers to further engage with your brand.
Valuable Data Capture
Valuable data will also be a great benefit of the Metaverse. As with ecommerce, the Metaverse will allow your brand to track consumer behaviour, but on a deeper level.
For example, you will be able to track which area of your virtual space is most popular, which products are most interacted with, etc.
Gathering valuable data through the Metaverse will allow you to test your products in a digital space before going live with physical products as a new form of digital meta market research.
To enquire about integrating your packaging into the digital world, get in touch!