How the metaverse influences marketing and competitive advantage of retailers: predictions and key marketing research priorities

• DOI: 10.1007/s10660-023-09779-1
• Publication Date: 2023-12-08T05:01:25Z
• Authors: Roberto Bruni; Annarita Colamatteo; Dušan Mladenović
• Keywords: Brick and mortar; Metaverse

Retail is one of the sectors that Metaverse will strongly implicate. Given the hypothetical convergence of physical and the Metaverse shopping experiences, retailers in grocery segment must identify and forecast opportunities and emerging challenges to achieve a competitive advantage with appropriate marketing strategies. By anchoring in the brick-and-mortar context, the present paper discusses the sources of competitive advantage for grocery segment retailers in the Metaverse, highlighting differences and similarities with the traditional retail context. Moreover, following a marketing perspective, a research agenda is presented, looking at the retail sources of competitive advantage in the Metaverse.