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Balenciaga Digital World

Big brands buy in to the new dimension Samsung, Decentraland: Support
Samsung has opened a virtual replica of its New York 837 flagship store Empathic understanding extends beyond wellness; it reaches out to
in the metaverse platform Decentraland. Visitors to the digital store will diversity & inclusion too: race, gender identification and people with
be able to explore an “experiential playground” and earn NFT rewards disabilities are pressing agendas.
by completing quests. The brand aims to showcase its connectivity,
sustainability and customisation stories. Inclusivity
Most consumers walking into the online marketplace or bricks-and-
3. Empathy: mortar store do not have the financial means to make the purchase
2021 saw a new openness around mental health and equality. on a whim. Most consumers spend time looking at reviews and
Brands leaning into empathetic understanding are looking to comparing brands and product features and need support to make an
make their customers feel empowered and included. Empathic informed decision.
understanding of the needs of existing as well as potential
customers will open up a whole new world of customer profiles. Examples:
Create a journey so safe and empowering that everyone will The new try before you buy Situ Live, UK: Teaming up with 75 brands, Situ
feel welcome. As the dialogue turns to intersectionality and Live is the destination for people who want to discover and experience
inclusivity; empathy should be on the top of every brand’s agenda. products as they would in real life and then speak to knowledgeable
How can empathy be woven into the brand architecture? experts who listen and recommend products that improve their lives.
Visitors are able to compare products in close detail before deciding
Compassion whether to discover more or purchase directly from the manufacturer
Compassion enables brands to rethink their offer and recreate simply by scanning a QR code.
a rich brand expression. Humanising their approach allows the Resetting the senses Blue Bottle Coffee - Umeda Chayamachi
consumer to make a conscious evaluation of what is on offer. Café, Japan: By merging digital tools and interior design, the cafe

Westfield, London, UK

32 RETAIL & LEISURE INTERNATIONAL MAY 2022