元宇宙将对零售业带来哪些影响?(中英双语)

元宇宙将对零售业带来哪些影响?(中英双语)

本文编译自营销咨询机构Wunderman Thompson发布的第二份元宇宙报告《新的现实》(New realities)。

86%的人认为零售行业将受到元宇宙的影响。在熟悉元宇宙的人中,70%的人认为它将是一个购物的地方,68%的人认为它将是电子商务和网上购物的未来。

零售业的大品牌正在元宇宙中开店,寻找新的方式与他们的消费者群体互动。

Big-name brands in retail are setting up shop in the metaverse, finding new ways to interact with their wide-span consumer base.

这些公司不仅销售虚拟服装和装备,还注册了数字化官方店面,甚至创建了完全品牌化的数字世界,顾客可以在那里连接、玩耍和互动。

Not only are companies selling virtual clothing and gear, they’re also registering official storefronts for fully digital shopping experiences, even creating completely branded digital worlds where customers can connect, play and interact.

数字用户参与的范围之广,远远不止给虚拟角色穿上衣服这么简单,这表明品牌正全力投入数字领域,希望实现数字空间和实体空间的无缝衔接。

The wide scope of digital engagement, reaching far beyond dressing an avatar or hosting a section of a game, indicates that brands are investing themselves fully into digital realms for seamless immersion between digital and physical spaces.

元宇宙的零售已经不再只是为虚拟人物销售虚拟产品,它正成为新产品发布和合作的平台。更重要的是,它让用户能够前所未有地控制自己的个人零售体验。

Retail in the metaverse is moving beyond simply selling virtual products for avatars. It is becoming a launchpad for new product releases and collaborations, and, crucially, giving users unprecedented control over their own personal retail experience.

虚拟商店平台Obsess创始人兼首席执行官Neha Singh告诉Wunderman Thompson Intelligence,虚拟零售体验“将变得更加动态。这意味着,你和我虽然去同一个虚拟商店,但我们会看到不同的产品。此外,也许最终环境将根据用户进行定制。”

Neha Singh, founder and CEO of virtual store platform Obsess, tells Wunderman Thompson Intelligence that virtual retail experiences “are going to become a lot more dynamic. And what that means is that, ultimately, you and I could go to the same virtual store, and we might see different products. Also, maybe eventually the environment will be customized to the user.”

这家全球运动服品牌是第一个在Decentralized的时尚区(Fashion District)签下租约的公司,打算开一家实验性的虚拟店面。斯凯奇还提交了商标申请,以便在整个Decentraland销售包括鞋类和服装在内的虚拟商品。

The global activewear brand was the first to sign a lease in Decentraland’s Fashion District, intending to open an experimental virtual storefront. Skechers also filed trademark applications to sell virtual goods throughout Decentraland, including footwear and apparel.

斯凯奇总裁Michael Greenberg称与Decentralized的合作是“我们对未来的投资”,并表示该品牌期待“开启这个虚拟时代,在推出新的斯凯奇体验时,探索我们品牌与新客户和观众互动的创造性方式。”

Skechers president Michael Greenberg calls the agreement with Decentraland “an investment in our future” and says the brand looks forward “to embarking on this virtual era, and exploring creative ways for our brand to engage with new customers and audiences as we launch the new Skechers experience.”


耐克在Roblox推出的Nikeland和它的Roblox店内体验融合了虚拟和实体消费者参与策略,为耐克提供全方位的沉浸式体验。消费者可以在耐克的纽约旗舰店购物,并与耐克品牌的增强现实(AR)游戏和功能互动,以获得独特的购物体验。

Nike’s launch of Nikeland in Roblox and its Roblox in-store experience blend virtual and physical consumer engagement strategies for an extensive and immersive Nike experience on all fronts. Consumers can shop and interact with Nike-branded augmented reality (AR) games and features in Nike’s NYC flagship store for a uniquely liminal shopping experience.

在虚拟世界中,客户可以在Roblox中定制的Nikeland中进行连接、创造和竞争。使用Nikeland的工具包,玩家可以使用互动体育材料在数字领域创建和设计自己的迷你游戏。

Virtually, customers can connect, create and compete in Nikeland, a bespoke world housed in Roblox. Using a Nikeland toolkit, players can create and design their own mini games in the digital realm using interactive sports materials.

2021年12月,Forever 21宣布进入元宇宙。这家零售商已经与Virtual Brand Group合作,在Roblox中创建了被称为“时尚零售体验”的Forever 21 Shop City。用户可以在里面设计、建造、策划和管理自己的个人商店,买卖Forever 21的服装和配件,并雇佣员工。

In December 2021, Forever 21 announced its entry into the metaverse. The retailer has partnered with Virtual Brand Group, a metaverse creation company, to build Forever 21 Shop City, described as a “fashion retail experience,” in Roblox. The activation lets users design, build, curate and manage their own personal stores in Roblox, where they can buy and sell Forever 21 clothing and accessories, and hire employees.

“这是一种社交体验,而不仅仅是销售体验,它形成了一个无限循环:Forever 21商店和电子商务,Roblox商店和体验,”Forever 21首席营销官Katrina Glusac表示。该零售商还计划利用该平台推出新产品并开展合作。

“This is a social experience, not just a sales experience, and becomes an infinite loop: Forever 21 stores and ecommerce and Roblox stores and experiences,” says Katrina Glusac, chief merchandising officer at Forever 21. The retailer also plans to use the platform to introduce new products and launch collaborations.

敬请期待《新的现实》第三篇:金融业(中英双语)

文中图片皆来自于Wunderman Thompson报告