The metaverse will transform the consumer experience and Argentine executives in the Retail and Mass Consumption industry know it. The Accenture study, Technology Vision 2022, shows that 45% of local sector executives are currently researching the metaverse, while in Chile 40%; Colombia (10%); Mexico (0%) and Brazil (56%). The consulting firm interviewed more than 4,600 executives in 35 countries.

Julián Miguez, executive director of Accenture Argentina, explained that "with the arrival of the metaverse, the Internet is about to take an evolutionary leap. The metaverse will become the bridge between identities, properties and physical and digital spaces, covering the entire spectrum of worlds, realities and business models. One of the industries that will be most impacted by the metaverse is Retail and Mass Consumption, due to the infinite opportunities it provides to the sector. There are several brands that are already “experiencing new ways to connect virtually with customers and trying new buying and selling opportunities.”

The expert added that "retailers must think of the metaverse as a continuum of different immersive experiences, such as personalized consultations in virtual digital spaces or stores that some brands have already created. We cannot deny the fact that there will be a market for the sale of virtual products in these worlds. People's digital forms are beginning to be as important to their sense of identity as their physical forms and retailers must keep this in mind when promoting quality experiences for people."

Miguez concluded that "it is key for retailers to find ways to combine virtual and real-world experiences and connect them with existing e-commerce, analytics and physical selling capabilities. Retailers have the opportunity to create a truly new and exciting immersive commerce experience, such as social shopping with friends in a virtual flagship store with personalized advice, all linked to inventory, checkout and fulfillment capabilities."