From shelves to screens: redefining packaging strategies in the metaverse

Purpose This research explores the evolving role of brand packaging within the Metaverse, examining how digital and augmented realities reshape packaging design, consumer interaction, brand strategy, and operations management. Design/methodology/approach The study employs a two-stage mixed-method approach. In the first stage, three focus group discussions were conducted with different audiences – experts, students, and gamers – to gather qualitative insights. These insights informed the second stage, a quantitative discrete choice experiment (DCE) designed to identify key factors and consumer preferences regarding packaging in the Metaverse. Findings The findings highlight the significance of interactivity and immersive unboxing experiences in Metaverse packaging strategies. While there is a notable interest in integrating virtual and physical packaging through augmented reality and virtual product redemption, elements such as high graphic quality and accurate digital twins are less prioritized. Additionally, sustainability is seen as a less critical concern in virtual environments compared to physical packaging contexts. Originality/value This research offers a novel perspective on the future of brand packaging by integrating digital and physical elements within the Metaverse. It provides a strategic framework for brand managers to navigate this emerging digital ecosystem, revealing unique opportunities and challenges associated with virtual packaging.