Metaverse strategies: B2B and B2C in the spotlight

In the B2B sector, 3D platforms enable the creation of virtual showrooms and "deal rooms", where comprehensive portfolios can be compiled and presented to potential customers. These spaces can be introduced by AI-supported avatars or real consultants who prepare the purchasing process. There can be guided tours through a virtual environment that presents the products virtually in realistic usage scenarios. The medical technology provider BD, for example, has developed a virtual lab where the latest product innovations are presented. Collaboration features allow prospective customers to walk through the room as avatars with voice chat together with the sales team or alternatively interact via video call. Any questions can be answered directly, and the customer's individual challenges addressed. This is particularly useful for selling sophisticated technical products and services, which often require a lot of explanation. This is where visual storytelling is key in the sales process, which can be effectively realized with a virtual showroom.

This approach will also benefit an eco-conscious business policy: the fact that buyers and sellers from all over the world do not have to come together in one place is sustainable and saves resources. After the presentation and tour of the virtual showroom, the transaction can be completed via a store system which can be integrated directly into the space. However, distribution via dealers is also possible, for example in the virtual workshop of Ottobock or the 3D product showroom of the manufacturer Fackelmann.

This makes it possible to present even large and expensive industrial plants easily and cost-effectively on site - even with a "wow" effect thanks to animations and AR.

Working together in international teams is also facilitated by collaborative 3D environments with avatars and various interactive tools. The creativity and motivation of employees can be significantly increased through immersive and interactive experiences during meetings and conferences. Smart learning environments, i.e. 3D spaces with special learning paths and content, are also suitable for training specific situations or learning new skills. This allows trainees to test their newly acquired skills before they have to prove themselves on real machines or people.

3D platforms, AR and spatial computing are already providing a preview of the next stage of the Internet, while artificial intelligence can be a useful addition, for example for customer advice or 3D model creation. However, the use of immersive technologies can also bring challenges. Technological hurdles such as interoperability on different devices still need to be overcome. At the moment, there is a multitude of different platforms and software providers that support different standards. The security of sensitive personal data and ethical considerations are particularly important in the B2C sector. In this context, it is important to consider software that complies with the EU Data Protection Regulation. In compliance with certain guidelines (which are still in the process of being defined and developed), there are bright prospects for the future.   

It is essential for both B2B and B2C companies to start working with the new technology now and understand its potential. An individual Metaverse strategy can then be tailored to your own business model.

As the software continues to improve, customers will expect immersive experiences more and more. In the B2C sector, high-end 3D and AR experiences are already important, as people are used to high-resolution virtual content from the gaming sector and competitors are already using 3D platforms. In the business sector (B2B), the importance of remote work is on the rise, which is why remote sales solutions now need to be promoted. The full potential of new technologies can be exploited by taking into account the special features and challenges of both areas.