Retailers that have used physical loca- tions to differentiate their experiences have struggled to find a way to bring this to the digital world. One of the most well-known examples of this is Sears. Once a leading department store that anchored malls all over the country, Sears failed to evolve to omnichannel and was crushed by de- partment stores including Nordstrom and Kohls.

In the metaverse, these retailers with a great understanding of how to build expe- riences and foster community in-person could have a leg up. Why? Retailers should be expanding from their physical stores into the metaverse, not leading with digital. Physical spaces work because we’re physical humans. Entire teams of merchandisers and designers are built on the idea that how we experience things as we move through real, physical life matters. As a consumer, it makes me feel something, makes me buy more, makes me come back — and in the metaverse, I can do it all without getting off the couch.