Although the metaverse is still a relatively new technology, research among the top 100 UK retailers reveals that 12% of retailers are already using it and 39% plan to do so in the future.

According to the study by UK law firm TLT, the top ways retailers see themselves using the metaverse include marketing (35%), engagement (31%) and clubs and communities (29%), while only the 27% see themselves creating experiences for consumers. , such as games, contests and virtual classes.

However, there is a discrepancy between this and how consumers see themselves using these virtual worlds, with an overwhelming majority (72%) saying experiences, followed by engagement (70%), marketing (67%) and clubs and communities (65%). .

Today, retailers are using the metaverse for engagement…