What Will Be the Areas of Competition Between NB and PL in the Metaverse?

The research investigates the evolving retail competition dynamics within the metaverse, focusing on the competition areas between national brands (NB) and private labels (PL). The study identifies the key areas of competition, including price, promotion, quality, visual merchandising, product innovation, packaging, and human resources, using a conceptual approach based on MacInnis’ (2011) framework. It assesses their similarities or differences across the metaverse, e-commerce, and brick-and-mortar retail. The findings categorize competition areas into three groups, emphasizing similarities with e-commerce, brick-and- mortar, or neutrality in the metaverse. Insights are drawn for industry practitioners and scholars, highlighting the need to adapt pricing strategies, maintain traditional marketing practices, and tailor approaches for variables with virtual peculiarities. The implications suggest an omnichannel approach, balancing proven strategies from traditional environments with innovative approaches tailored to the metaverse's unique characteristics.