Innovation of the Week is a subscriber-only series highlighting retail initiatives that have caught the eye of our team. Every week, we will bring you new ideas and case studies that link to the trends across consumer, technology, sustainability, and economy, policy and industry in our Retail Horizon 2024 reports.
What is it?
Walmart has partnered with Roblox on a new experience, allowing customers to buy real products in the metaverse for the first time.
The Walmart Discovered feature is a shoppable area within Roblox, where customers can make real-life purchases. Currently, an assortment of three products is on offer − a bag, a water bottle and wireless headphones.
After hitting the “Buy” button, a webpage opens within Roblox to input payment and shipping information to complete the sale.
In addition to the real-life ecommerce purchase, buyers receive a digital twin of the physical item, which their avatar can wear across Roblox.
Why does it matter?
Brands and retailers are continuing to test and learn within the metaverse to assess demand and to gamify the retail experience for a younger audience. The current Roblox trial is open to US customers over the age of 13 and for the initial test, Roblox will not be earning any revenue.
Strategic implications
Immersive retail and gamification in the metaverse remain an exploratory area for brands and retailers. This initial experience of selling real and digital products will give Walmart and Roblox valuable insight into demand and audience reactions to the innovation.
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In four in-depth reports, Retail Week research director Lisa Byfield-Green and our team of analysts explore the most significant trends that will shape the sector in the year ahead across consumer, technology, sustainability, and industry, economy and policy.
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