Still in the experimental stage for most of the companies interested in it, neither activity in the metaverse nor NFT marketing is currently revolutionizing the sales profession. But business opportunities appear.
An astronomical amount. According to the McKinsey firm, $5,000 billion can be earned worldwide by the metaverse. The concept of a meta-universe that emerges above all today “The communication and marketing branch hides many other business opportunities“, Vincent Chamouleau, research manager of the Xerfi Group, notes in a recent study (1).
He identified more than 135 projects that confirmed this and pointed to three main use cases: production of marketing campaigns, marketing of virtual elements and more marginal services (eg online recruitment sessions).
Concepts to be defined
Beyond Eden’s promise of new playgrounds, innovative sales support tools and a new kind of commercial exchange, Frédéric Cavazza, digital transformation consultant and teacher, finds it necessary to clarify a few definitions. ” Le Web3 In order to offer an alternative to markets and aggregators like GAFAM, it is a decentralized organization with shared governance from an IT perspective, through blockchain and from an organizational perspective. “, moving forward.
At this point, our expert does not see how Web3 except rewarding their teams may be of interest to sales managers NFTs (indeterminate verses), this seems unlikely. For him ” the three concepts – Web3, metaverse (immersive media) and NFT – have only a few areas of overlap.
Selling NFTs can still be juicy. Last summer, according to data from Dune Analytics, Nike would have achieved a turnover of 185 million dollars thanks to its collections. “while the sale of NFT requires human intervention, relies more on community size, enthusiasts recognize the value of the object and encourage its purchase”Frédéric Cavazza summarizes.
A lot of work is done at the top to lay the groundwork for the story and promise, provided by community leaders, a sort of extended community manager. Decathlon embarked on an adventure this spring with the launch of the new Kipsta Barrio sports shoe range with world champion and three-time French freestyle soccer champion Séan Garnier. Each shoe is associated with a NFT in the form of a “golden ticket” and provides an opportunity to get a personal and exclusive experience with a world champion.
Elle Decoration magazine (n°300) presented the NFT collection, which combines the creation of real decorative objects, and called on Lamarck, an organization and transformation consultant, to help their teams from staffing to production by blending project management and technology. “Investors who buy NFTs are not part of the magazine’s readership, they are art connoisseurs and members of the tech ecosystem.” Observes Célia Tiev, project manager dedicated to blockchain usage at Hanzo, a subsidiary of Lamarck. The industry is still in its infancy. The branding aspect takes priority over achieving turnover.
Transactions are carried out through platforms (Decentraland, The Sandbox) whose audience is limited to a small target. NFTs are based on smart contracts, smart contracts that run automatically on the Blockchain. And get an incorruptible character. “Luxury brands are interested in issuing certificates of authenticity and facilitating resale.“, assures Réda Aboutik, senior analyst at trading platform XTB France.
“Le(s) metaverseThese immersive universes, where avatars live virtual experiences in persistent environments, encompass a variety of uses. “, shows Frédéric Cavazza. Online games, a virtual store offering virtual products no less, real estate, culture, training… the metaverse(s) attract many brands.
According to Xerfi research, not all sectors show the same level of maturity: the luxury and music industries have taken a step forward with the marketing of virtual concerts and clothing. Just like a game. “The After the arrival of the metaverse, reports from major research firms indicate that e-commerce will renew the customer experience and offer the sale of virtual, mixed and real objects, Internet users will no longer be in front of the offer, but inside.“, notes Bertrand Wolff, CEO of Antilogy, a virtual reality and metaverse consulting company.
Virtual stores are opening their doors and brands are investing in real estate… a trend that risks slowing down in the context of the global real estate crisis. metaverse.
As the sector begins to take shape, many questions remain. “E-commerce sites are equipped with bots to support Internet users, customers will have to be welcomed in a virtual store, but will salespeople be able to work in avatar form? – asks Bertrand Wolff.
In what legal framework? And what commercial experience(s)? “In the Metaverse, the size of the selling space varies according to traffic and the time of day, no sign in the real world changes its concept with the snap of fingers, but the virtual space can adapt.“he continues.
Finally, sales force management can be partially changed. Online recruiting sessions or office space layouts are tested. ” Virtual training, especially with sales agents, already exists to train sales forces, distribute sales scenarios, and deal with objections, but metaversesimulations can be more realistic and avatars’ behavior more complex “Frédéric Cavazza projects. One more step?
(1) “Metaverse: analysis of potential and implications for sectors and companies”, Xerfi Precepta (August 2022).