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As it looks to the future of digital connection, Meta is developing several tools to help facilitate that process, including a primary focus on developing VR and making VR a more immersive, realistic, and responsive experience than people can use it for anything they want. longed for

But we are not there yet. At present, the current VR experience is pretty amazing, in terms of functional, untethered headsets, but the real world elements are still a long way from where Meta wants them to be, with the legless, blocky graphical experience being plus a frame for the next stage.

That’s where Meta is focused, and today, Meta CEO Mark Zuckerberg has offered a glimpse of what’s to come, with an overview of various VR units and experiments Meta is working on to facilitate the next stage. .

As Zuckerberg explained, the various headsets have been designed to focus on specific elements of virtual reality development, including retinal resolution to enhance visual experiences, focal depth, which allows you to focus on different objects on the screen, and a high dynamic range for optimal color realism. in virtual reality spaces.

So the challenge is to incorporate all of these elements into a single VR unit, which Zuckerberg says they’ve done with ‘Holocake II’, which is a working prototype for their most advanced holographic VR unit.

That it’s not yet available to consumers, and won’t be for some time, if ever, but the various experiments provide some perspective on how Meta looks to solve key challenges in virtual reality, with an eye to becoming the portal to your Advanced Metaverse Experience.

Zuckerberg’s showcase is the latest in Meta’s new push to provide more perspective on the future and what people will be able to do inside its idealistic, advanced VR worlds.

Over the past month, Meta has been releasing new teasers about the future of VR, coming amid concerns that Meta’s high spending on development and slowly declining ad revenue could become a problem for the company. company at some point.

As we noted recently, in some ways it feels like Meta may have gone too soon with their metaverse, as we’re still a long way from a working metaverse experience being a reality, but at the same time, given that they’re putting billions into its virtual reality development, Meta needed to provide some indication of its eventual product roadmap, to attract investors and the market in general.

Whether that comes to fruition is another question. Sure, the metaverse looks amazing and may very well be the future of connection for the next generation of consumers. But there are no guarantees, and as Meta tries to go after TikTok and recoup losses as a result of Apple’s privacy permissions update, there’s a risk that if the metaverse doesn’t catch on, it could end up hurting long-term growth. company term. ambitions

Of course, no one is betting against Zuck, and clearly, modern gaming and interaction trends point to social engagement in the world as the future, in some form. But it’s hard, right now, to bridge the gap between today’s VR experience, which is pretty clumsy and nauseating over an extended period of time, and the imagined immersive worlds of Meta, where anything and everything will be possible, everyone. weather.

It seems likely that’s where things are headed, but there are a lot of middle steps, which is what Meta is now trying to explain to consumers and the market, as it moves into its next stage.

Even though Metaverse and NFT are the trending terms of the moment, it is ultimately not past whether I have discovered the brands or the teachings that have developed the strategies structured by their subjects. The Printemps initiative shows us that virtual reality can be much more than a gimmick for brands and retailers, and can be a major part of their marketing strategy.

Decryption of the Printemps initiative, author of 4 key elements:

1. A “use case” around loyalty

The “use case” chosen for Printemps is simple: it is built through customer loyalty. The possibilities around the Metaverses are immense since these universes have the “simple” ambition of being alternatives to the real world. By choosing to use NFTs, moreover from a famous artist, to reward its customers via a draw, Printemps has achieved 2 major feats:

• Believe in differentiation: By offering exclusive and unique advantages, namely NFTs (unique by definition) that cannot be found elsewhere, Printemps stands out in its market. However, in a customer loyalty strategy, differentiation is a real key success factor. Indeed, the scarcity or the fact of not being able to obtain something only from a brand and not from its competitor is a major ingredient for generating a feeling of brand preference and optimizing customer loyalty.

• Provide a gaming experience: Trending in funds for loyalty strategies in retail, gamification allows customers to engage through more gamified mechanisms than traditional win-and-burn mechanisms. In addition to generic engagement, the animation system also allows you to control sex based on your clientele animation. Indeed, the fact of not proposing to the NFTs to draw a sort as I propose Le Printemps, arouses a sending of participants, to have a chance on the part of the customers, and also creates a feeling of impatience in the attention results. and surprise if we win, and this at a lower cost for the brand (because only a handful of customers are ultimately rewarded). In the summaries, it is the kind with the emotions on the part of the customers, which also has a positive impact on the preference of the brand.

2. Targeting a younger population

As with mobile apps more than 10 years ago that were intended to target Millennials, brands still have a constant kiss of rejuvenating their customer base to secure the future. The Metaverse is clearly a good lever for this. On the one hand, all young people are familiar with these terms of Metaverse and NFT and on the other hand, they are mainly present in these universes, as NFT producers for some, simple buyers for others or a minimum of crypto -users mostly.

Also, offering experiences that resemble those of their daily life and being able to speak their language through these universes can only be an excellent lever to make them consider a brand differently and ultimately lead them to identify with this I composed.

3. The mesh of the virtual and the real

Another interesting element in this Printemps initiative is the link between the proposed virtual world and the real world. Be aware that the subjects of Metaverse and other NFTs are still relatively unknown, even unknown, by the general population, the department store had the idea of ​​installing a physical pop-up store. Are they role? To be able to explain his virtual initiative. But the stand does not stop there. It also allows you to live a virtual reality experience by deactivating and buying virtual clothes in the form of NFTs (via their partner DressX). Because what better way to acculturate your clientele than to have these new experiences tested in practice?

4. A test & learn approach

In short, the previous investments to become pioneers in a Metaverse, or to believe oneself the Metaverse itself, are colossal. By explaining a few well-thought-out initiatives such as Printemps, the department store and the risk incurred by any company that invests massively in technology when the market is not yet mature. to know? A huge flop! And this huge flop, beyond being financial, can also considerably slow down the desire to return there and thus be left behind by its competitors who return to it later without having to “wipe the plasters”.

Printemps will therefore choose caution while offering a unique experience that will allow it to test its customers’ appetite in a concrete way and thus be able to learn and evaluate these emerging Metaverse and NFT topics in the future.

So being an early investor, yes of course, but not at any price.

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Photo credit: Printemps – https://www.groupe-printemps.com