Santiago Cuerpo. Associate Director in the Marketing and Digital divisions of Robert Walters.

Robert Walters, a search and selection consultancy specialising in middle management, executives and executives, talks about the Metaverse revolution and the changes it is bringing to the labour market.
In the year 2022, many companies have decided to focus part of their marketing campaigns on a universe that, relatively recently, seemed to belong only to the world of video games: the Metaverse.

“From Nike to Gucci to fashion giant Balenciaga, the retail world is preparing to face a momentous challenge to change the way brands interact with consumers,” argues Santiago Cuerpo, Associate Director in the Marketing and Digital Divisions at Robert Walters.

Metaverse and retail: the start of a revolution
The economic crisis resulting from the pandemic has brought about a major shift in consumer habits across the board, transforming the way consumers relate to and interact with brands, with e-commerce catapulting to record business figures.

The immersive, multi-sensory experience provided by the Metaverse offers an intermediate solution between traditional e-commerce, which offers a 100% digital experience, and the physical experience. Seen in this way, the Metaverse represents a very attractive opportunity for the retail sector, as it touches on all the emotional aspects that come into play during the shopping experience.

Therefore, the great revolution that the Metaverse generates in the retail world is to provide companies with a totally malleable world that allows them to transmit the values, positioning and image of the brand in the best possible way.

The consumer experience in the Metaverse world can be enjoyed by consumers in a totally personal way, an aspect that is closely related to the concepts of neuromarketing and Big Data.