Virtual Retail Facilitates a Brand's Immersive Experience

“Virtual stores are rapidly developing to offer both a more personalised level of customer service and to apply the same branding strategies as are possible in physical locations. Customer service can be offered via high-fidelity avatars, and virtual stores can be completely customised for the targeted brand experience. 


However, maintaining these stores safely and dependably would undoubtedly call for a strong backend infrastructure.



For a number of years, people have been aware of the “death of the highstreet.” For a variety of reasons, including convenience, online retail has experienced fast growth. In fact, worldwide e-commerce sales increased by 27.6% in 2020. Customers can more readily compare pricing and product reviews online, as well as benefit from the simplicity of home delivery, which is frequently free.




However, there are still certain clear benefits that physical retailers will continue to enjoy. One reason is that buyers are frequently more likely to buy a product they have physically seen, according to study. Simply said, a product’s sensory experience allows you to determine whether it is right for you. Second, the best kind of customer service you can offer is still in-person assistance. When it comes to influencing a customer’s purchase, the “human touch” is unrivalled. Finally, and probably most crucially, brand experience continues to improve through more immersive and tangible ways. Even while digital marketing is getting better, you can leave a much more lasting impression in person than you can through a typical website.



So how do we offer a solution that combines the benefits of these two incredibly dissimilar strategies? Is it possible to replicate a store’s physical environment in your own home? We can get very close within the metaverse.



One of the metaverse’s main tenets is immersion. It is discovered that one of the major drivers for this blog series’ exploration was the confluence of several spatial computing technologies. These include items like VR/AR wearables, 3D-modeling game engines, and IoT devices on the interaction and “frontend” level. Then there are technologies like distributed cloud computing and artificial intelligence that allow for more complicated computer programmes. All in all, these many technologies provide us the ability to design virtual interactive experiences that closely resemble real-world ones.



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Consider the process of trying on clothing. It’s important to be able to try anything on and judge how it fits, whether the style matches a favourite sweater of yours, or even how the colour appears on you. A number of businesses are developing AR technology that will allow you to “virtually” try on garments and accomplish all these things for the customer, such as 3D Look, who created “YourFit,” as an example.



Similar to traditional businesses, online shops are rapidly developing to offer customers a more personalised level of customer service and to use the same branding strategies. Customer service can be offered via high-fidelity avatars, and virtual stores can be completely customised for the targeted brand experience. 


But it’s clear that a strong backend infrastructure will be needed to maintain these stores safely and reliably.


The digitalization of commerce also goes beyond simply switching to online stores. It’s great to be able to browse a virtual store in the metaverse, but the consumer experience during a digital transaction goes beyond this.



The adoption of MACH architecture-focused composable IT infrastructure is offering a plethora of advantages on the backend. These include a more seamless consumer experience, user-friendly features, and personalization based on location.

Microservices, API-first, Cloud-native, and Headless are all abbreviations for MACH. In essence, it increases the digital infrastructure in eCommerce’s flexibility and agility.


Specific business operations can be delivered individually with the help of microservices, allowing for quicker upgrades and finer-tuned functionality. APIs are essential for bridging the divide between various apps. By becoming cloud-native, businesses may take full advantage of cloud-based services, greatly enhancing the benefits of scalability. Last but not least, “headless” refers to the separation of frontend and backend, allowing you to customise your own unique features.



What does this actually imply for an eCommerce site, though?
Using an alternative payment method or search engine for your website, as opposed to using the same supplier, is one example. If you use a different provider, you might be able to provide superior customer service, but you’ll need to acquire your shipping portal from someone else.



Your time-to-market can be accelerated by achieving composable IT in eCommerce. A fully customizable stack’s agility makes it simpler to make adjustments or test out novel concepts to create a minimal viable product. Because individual components can be removed and replaced, the risks of overhauling your tech stack are decreased.


In the end, this strategy does have a more complicated layout, with all the different components creating a sizable computational and networking demand. Any MACH architecture must include cloud-native infrastructure, although this technology is currently constrained. Applying standard containerization techniques to more complex applications results in an excessive amount of complexity and expense. Platforms that have scalable computation can concentrate on their user experience.



On the front end, we’ve seen how the metaverse combines the benefits of in-person buying with online shopping. To sustain these repositories, though, will undoubtedly require a strong and secure infrastructure. Similar to this, the core of future MACH architecture will be scalable cloud computing.