Using experiential

factors to engage consumers/ Gen Zs in the metaverse: The future of visual merchandising - Heidi Svendsen

Heidi Svendsen is a fashion retail expert with over fifteen years of experience, she has specialised in the future of retail with a focus on experiential retail. Heidi is the Head of the Department of Fashion Dynamics at STADIO School of Fashion in South Africa. Research in affiliation with the University of Pretoria, South Africa. In today’s experience-driven economy, visual merchandising (VM) has become a powerful tool for retailers to create immersive brand experiences. With the emergence of the metaverse, the possibilities for VM have expanded, offering a prime moment for retailers to tap into its potential.

Investigating the influence of Pine and Gilmore’s experience realms of entertainment, education, escapism and aesthetics on relevant experiential values namely social, emotional, sensory, intellectual and technological, VM can be used as a tool to engage emerging customers increasing brand loyalty - it sells a brand life that captivates customers on multiple levels. From retail theatre to immersive aesthetics, the metaverse presents an opportunity for retailers to offer virtual escapism, beauty, and a chance to feel better. Additionally, integrating educational content empowers consumers with knowledge while stimulating curiosity. Trends

• Social value: shopping within gaming. Interacting with people and friends in a store is a social activity.

• Intellectual value: How is consumer curiosity stimulated and what is the intellectual value of engagement?

• Emotional value: linking to the brand, its values and story and engaging with other people.

• Sensory value: How are the senses engaged and how, where and when do consumers value these engagements?

• Tech value: positive/negative friction of using technology. This will be an important element to test.

By embracing a customer-centric approach and focusing on experiential value, retailers can forge strong brand connections, foster loyalty, and thrive in the experience-driven economy. The future of VM is promising, and those who innovate will seize its potential and flourish in the evolving retail landscape.