Web3, metaverse, NFT: what impact on sales? – Commercial management

Still in the experimental phase for most companies interested in it, neither the activity in the metaverse nor the marketing of NFTs are currently revolutionizing the sales professions. But business opportunities appear.

An astronomical amount. According to the firm McKinsey, 5000 billion dollars can be generated from the metaverse in the world. This concept of the metauniverse which today appears above all as “A communication and marketing lever hides many other business opportunities“, notes Vincent Chamouleau, research manager of the Xerfi Group in a recent study (1).

She has identified more than 135 projects proving this and points to three main use cases: production of marketing campaigns, marketing of virtual elements and more marginal services (online recruitment sessions, for example).

Concepts to be defined

Beyond the promise of Eden, new playgrounds, innovative sales support tools and new types of commercial exchanges, Frédéric Cavazza, consultant and lecturer in digital transformation, considers it necessary to specify some definitions. ” Le Web3 is a decentralized organization from an IT point of view, through a blockchain and from an organizational point of view, with shared governance, in order to provide an alternative to marketplaces and aggregators like GAFAM “, he advances.

At this point, our expert does not see how Web3 may be of interest to sales managers, with the exception of rewarding their teams NFTs (non-interchangeable signs), which seems impossible. For her, ” the three concepts – Web3, metaverse (immersive media) and NFT – have only a few areas of overlap”.

Community sale

Selling NFTs can however prove liquid. Nike would have reached $185 million in circulation thanks to its collections according to data from Dune Analytics communicated last summer. “If the sale of NFT requires human intervention, is based more on the community dimension, enthusiasts recognize the value of an object and encourage its purchase”summarizes Frédéric Cavazza.

A lot of work is done upstream to lay the groundwork for the story and the promise, it’s provided by community leaders, a kind of community manager augmentation. Decathlon started the adventure in the spring by marketing a new range of sneakers, Kipsta Barrio, with Séan Garnier, world champion and three-time French champion of freestyle football. Each shoe is connected to one NFT in the form of a “golden ticket” and gives access to personalized and exclusive experiences with the world champion.

Elle Decoration magazine (n°300) launched a collection of NFTs, accompanied by the creation of real decorative objects, and called on Lamarck, the organization and transformation consultant to help its teams, from framing to production mixing project management and technology. “Investors who have bought NFT are not part of the magazine’s readership, rather they are connoisseurs of the art and members of the technology ecosystem.” observes Celia Tiev, project manager of Hanzo, a subsidiary of Lamarck, dedicated to the use of blockchain. The industry is in its infancy. The branding side prevails over achieving traffic.

Transactions are carried out through platforms (Decentraland, The Sandbox) whose audience is limited to a small target. NFTs rely on smart contracts, smart contracts that run automatically on a Blockchain. And gain an unforgeable character. “Luxury brands are interested in her issuing certificates of authenticity and facilitating resale on the secondary market.“, assures Réda Aboutika, principal analyst at XTB France, a trading platform.

Seller Avatar

“Lof metaversethese immersive universes where avatars live virtual experiences within persistent environments cover various uses “, says Frédéric Cavazza. Online games, virtual store presenting no less virtual products, real estate, culture, training… the metaverse seems to attract many brands.

Not all sectors show the same level of maturity according to the Xerfi study: the luxury and music industries have taken a step forward with the marketing of virtual concerts and clothing. Like games. “To reports from major research firms after the advent of the metaverse show that e-commerce will renew the customer experience and offer the sale of virtual, mixed and real objects, Internet users will no longer be in front of the offer, but inside“, notes Bertrand Wolff, CEO of Antilogy, a virtual reality and metaverse consultancy.

Virtual stores are opening their doors and brands are investing in real estate plots… a trend that risks slowing down in the context of the real estate crisis in metaverse.

As the sector begins to take shape, many questions remain. “E-commerce sites are equipped with bots to support Internet users, in a virtual store, customers will have to be welcomed, but will sellers be able to work in avatar form? ” asks Bertrand Wolff.

In what legal framework? And what trade practice(s)? “In the metaverse, the size of the sales space varies according to traffic and time of day, in the real world no brand changes its concept with a snap of the fingers, but a virtual space can adapt.“, he continues.

Finally, sales force management can be partially transformed. Online recruiting sessions or office space layout are tested. ” Virtual training already exists, especially with chat agents to train sales forces, unfold sales scenarios and handle objections, but in metaversesimulations can be more realistic and avatar behavior more sophisticated “The Frédéric Cavazza projects. One more step?

(1) “Metavers: analysis of potential and impacts for sectors and companies”, Xerfi Precepta (August 2022).

Leave a Comment