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Examining the customer experience in the metaverse retail revolution

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

Suggested Citation

  • Gleim, Mark R. & McCullough, Heath & Gabler, Colin & Ferrell, Linda & Ferrell, O.C., 2025. "Examining the customer experience in the metaverse retail revolution," Journal of Business Research, Elsevier, vol. 186(C).
    • Handle: RePEc:eee:jbrese:v:186:y:2025:i:c:s0148296324005496
    DOI: 10.1016/j.jbusres.2024.115045
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