Examining the customer experience in the metaverse retail revolution

Mark R. Gleim, Heath McCullough, Colin Gabler, Linda Ferrell and O.C. Ferrell

Journal of Business Research, 2025, vol. 186, issue C

Abstract: This research examines how the metaverse empowers businesses to craft personalized customer experiences that transcend the limitations of conventional retail settings. Following a review of the literature, we present theory-driven, managerial-oriented research opportunities that advance our understanding of the customer journey and retailing in the metaverse. Opportunities in the prepurchase stage of the customer journey include self-expression and engagement, social influences, and uncertainty avoidance. In the purchase stage, service script disruptions, hyper-personalized experiences, and the disruption of scarcity and NFTs (non-fungible tokens) present potential differentiation strategies. In the postpurchase stage, retailers may gain a competitive advantage by understanding how consumers value the unboxing experience, evaluate products, and deepen customer engagement and advocacy in this new shopping environment. Taken together, we present a three-pronged approach for retail scholars to extend our knowledge of the customer journey within the metaverse and offer practical suggestions for the retailers currently navigating this new paradigm.

Keywords: Metaverse retailing; Customer journey; Customer experience in the metaverse; Retail technology; Virtual reality in marketing; Augmented reality; Extended reality (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:186:y:2025:i:c:s0148296324005496

DOI: 10.1016/j.jbusres.2024.115045

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