Metaverse and new retail shopping experiences at ISE 2022

From 9 to 13 May, Integrated Systems Europe, ISE 2022, the world’s leading audiovisual and systems integration trade fair, was held at the Gran Via de Barcelona. Grup Idea attended the fair to learn about the latest cutting-edge technologies in digital signage, audio, lighting and retail staging.

Within the framework of ISE 2022, the II Edition of the AV Experience Zone was organised, a place for conferences where you can see demonstrations of real cases, customer testimonials and talks on topics aimed at the retail, corporate, education and hospitality verticals.

In the AV Experience Zone we were able to learn more about the metaverse and discover the opportunities it presents both technologically and in the creation of new business models. In a second session, we discovered how to captivate in retail through new shopping experiences with technology and creativity.


Metaverse, the new virtual economy and the importance of the retail experience


In the session “Metaverse, the new virtual economy”, moderated by Óscar Peña, an expert in digital innovation, we analysed what it is, its current state and how this new scenario can be exploited in the coming years. Patricia M.Val from Futura Space, Xavi Conesa from Ready Venture One, Ignacio Segura from DeAplaneta, Raül Cruz from Visyon and Carles Gomara from Acció took part in the round table.

According to Peña, to understand the metaverse we must first understand who we are addressing. Generation Z are purely digital users, who creatively meet virtually, create content and feel more comfortable with themselves in immersive environments, in search of experiences. Brands in retail have always been based on the feeling of community accompanied by a narrative but, in the words of Raül Cruz of Visyon, with the metaverse the experiences are amplified. Kupra, for example, has extended its community experience with ‘the Kupra tribe’, the term it uses to refer to its team of ambassadors.

Amazon has also been successful with its recent promotions with virtual influencers. Along the same lines, brands such as Mango, after its landing on New York’s Fifth Avenue, or Nike have already announced their first NFT collections, a virtual asset that in the long run can be used to generate personalised promotional campaigns such as giving away accessories for digital trainers and thus increase the user’s involvement with the brand. 

Regarding the metaverse, attendees agreed that it is not a technology in itself but a concept that brings together many technologies that were already in place. With the arrival of the pandemic and Meta’s announcement of its commitment to developing this new environment, the metaverse has gained a lot of prominence and is beginning to become tangible. Even so, in the words of Ignacio Segura of DeAPlanet, the metaverse will only be a brave, long-term strategy for many brands. 


The retail revolution through new shopping experiences


The session “The retail revolution through new shopping experiences” explored how to deliver personalised shopping experiences through successful digital signage solutions. Through a panel of experts, the advantages of these solutions and their ease of use were analysed.

Today, customers are looking for personalised shopping experiences that are complemented by experiences that excite them, surprise them and are aligned with their values. In this sense, companies such as TMM Group offer content signage customisation services depending on the type of shop, its location or the section of the shop in which it is located. “Content strategy is basic and our platform allows the client to intelligently and simply distribute their content”, explains Gemma Cuscó, its CEO.

The speakers agreed on the dizzying change that the digital signage sector has undergone in 10-15 years, from the simplest monitors to the current projects that are very effective without the need for a large budget. The most important thing, they insisted, is to be able to integrate digital signage solutions into the pre-design strategy to achieve a natural integration into shops and commercial premises.