Nike files to trademark virtual goods as metaverse inches closer to reality: Many companies have already begun experimenting with branded digital items, but some are starting to take it more seriously as buzz around the metaverse intensifies.

On today's episode, we discuss the pillars driving what's next in retail media, how to navigate the pros and cons of retail media expansion, and retail media budget commitments. We then talk about how eBay is streamlining things, the significance of Wayfair's bump in the road, and Nike's foray into the metaverse. Tune in to the discussion with senior director of strategic marketplace services at Tinuiti Elizabeth Marsten and eMarketer principal analyst at Insider Intelligence Andrew Lipsman.

Amid the carnage of bankruptcies, store closures, and massive layoffs in 2020, some retail companies actually fared very well. Adjustments to supply chains, product and service bundles, stocking and inventory, and customer service have been the keys to success for big-box retailers like Walmart, Target, and Best Buy. Others, such as Apple, lululemon athletica, Nike, and Starbucks, are focusing on innovating and modifying store experiences through digital integration, frictionless shopping, and atmospherics modified for a “new normal” of social distancing and sanitization.

Over time, D2C has evolved into a business model with legacy brands, like Nike and The Clorox Company, having D2C components. Pure-play D2C companies like Peloton, Warby Parker, and HelloFresh, for example, curate every interaction—from marketing to delivery—with customers and share distinct commonalities that have enabled D2Cs to thrive:. Attract consumers through intentional marketing.

Macy’s (95.0%), Best Buy (90.0%), Nike (89.8%), and Nordstrom (89.3%) all had high holiday purchase intent among those with their apps downloaded. Marketplaces including Wish.com (43.2%), eBay (50.4%), and Wayfair (51.1%) had the lowest holiday purchase intent.

Expect to see some comingle their loyalty programs and some retailers carry exclusive brand merchandise, as Dick’s Sporting Goods does with Nike on its website. Immersive brick-and-mortar experiences will lure consumers back.

The company has been experimenting with using AR for ecommerce since at least 2018, when it added a “buy” button to a Nike AR Lens. This spring, it got serious: In April, Snap acquired Screenshop, which uses AR to make clothing recommendations to users based on the photos they take.

“So, there’s an even higher level of desirability attached to it, similar to how Supreme or Nike would market their products.”. Supreme and Nike have elevated this approach to an art form. Though Nike has its own SNKRS app for limited-edition shoe drops, it has also leveraged social platforms like Snapchat—like with its Air Jordan III shoe drop in 2018.

Perhaps the most adept company at confronting the challenges, adapting to change, and embracing retail’s next paradigm is Nike. On June 25, 2020, Nike Inc. reported the results for its fiscal Q4, which ended on May 31, showing a dramatic 38% year-over-year decline in revenues, to $6.3 billion.

That’s more likely to happen among bigger, institutional brands, such as Coca-Cola, Nike, and Procter & Gamble, which have more of a stake in how consumers perceive them. These highly visible brands are often looking for brand exposure, which allows them to shift spending to other channels—since the top of the funnel offers more advertising options.

The pandemic has had all kinds of effects on consumers, and in turn, on how they interact with products and services. eMarketer principal analyst at Insider Intelligence Nicole Perrin speaks with fellow principal analyst Andrew Lipsman and forecasting analyst Eric Haggstrom about what happens when business metrics go haywire, including at Walmart, Nike, and Peloton. They also talk about Facebook's narrowing attribution window, Prime Day finally happening, and Samsung Ads' new self-serve demand-side platform option.

eMarketer research analyst Daniel Keyes, principal analyst Andrew Lipsman and senior forecasting analyst at Insider Intelligence Cindy Liu discuss the emergent category of "luxury fitness" created by Nike, Peloton, lululemon and Apple. They then talk about Walmart's Prime competitor, Prime Day in the Fall and Amazon's Dash Cart.

In 2021, expect to see a convergence of content and commerce, led by the likes of Peloton, Lululemon, Nike and Apple. Amazon and Google are also getting into the act as well with Halo and Fitbit, and emerging services offerings.

Since users were already familiar with Lenses, for example, Snap didn’t need to create any new features for its inaugural AR ecommerce campaign with Nike—it just added a “buy” button to a Nike AR Lens. The shoes sold out in 23 minutes. That success story is good news for its Screenshop integration, which will be built into its camera feature.

Discount stores dominate the top 10 in store openings, but apparel and beauty retailers like Aerie, Sephora, Ulta Beauty, Old Navy, Nike, and lululemon athletica are also opening at least 25 stores. Near-term demand and rebounding foot traffic present a more optimistic picture for physical retail heading into the holidays. Ecommerce and Mcommerce Forecast.