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Title: Incorporación de Tendam en el metaverso
Author: Vicario Santamaria, Paloma
Ariste Castaño, Santiago  
Abstract: Tendam is a European multinational company whose core activity is fashion textile production and distribution. The company owns several brands such as Cortefiel, Pedro del Hierro, Women’secret, etc. It started out more than 140 years ago as a family-operated business. Throughout its way, they have consistently pursued an innovation-driven strategy to expand and thrive. Tendam is presently considering the integration of metaverse technology to meet customer demands and enhance its brand image. The metaverse is a virtual channel poised to be the next stage in the evolutionary progression of the internet, as it enables users to transcend the boundaries of traditional analog reality and engage in a parallel virtual reality. This immersive digital space facilitates interactions with other individuals who are in the same virtual environment. By changing the way in which virtual technology is experienced, the metaverse presents several avenues for business growth. However, it is worth noting that the metaverse remains in its early development stage, and customers have yet to fully adopt its application in their daily tasks. Tendam contemplates the opportune moment to incorporate this emerging technological channel into its operations. The company must discern whether it is wise to proceed with metaverse integration at present or whether it would be more advantageous to await wider popular acceptance of this transformative technology. The main challenge of this research is to procure enough insights from the customers’ perspective, helping Tendam to make an informed decision. To achieve this, a three-phase market research initiative has been implemented. The initial phase entails an analysis of existing reports on the metaverse, which highlights the potential scope of opportunities it holds for the company. In the subsequent phase, quantitative data based on customer perceptions is obtained through various techniques. Lastly, statistical analysis is conducted in the third phase to determine the output of the qualitative findings to the broader population. Upon completion of the analyses conducted across these three phases, several conclusions can be drawn. Firstly, most users have a basic understanding of the metaverse, and despite lacking direct experience, they express a positive appraisal of its utility, innovativeness, and differentiating qualities. The prospect of personalized immersive experiences and increased access to customers are particularly valued. Moreover, over half of the respondents indicate a willingness to purchase Tendam products through the metaverse, primarily driven by the convenience it offers in shopping, streamlined product search processes, personalized recommendations and advice, an engaging and novel shopping experience, and the ability to make well-informed and precise purchasing decisions.
Keywords: metaverse
immersive customer experience
business opportunity
Type: info:eu-repo/semantics/bachelorThesis
Issue Date: 25-Jun-2023
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