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Abstract

This paper analyses the evolution of food retailing and describes how metaverses impact on it considering that retailers could be present in three different, but intertwined spaces. Our analysis deals with the major promotional issues, challenges and opportunities faced by traditional retailers, e-retailers and metaverse food retailers and the case of Second Life, a popular metaverse, is examined. A major finding is that retailers should apply a holistic approach when developing their promotional strategies aiming to have a presence in all three spaces. The authors suggest the pressing need for food policy development and stress the promotional and transactional potential that metaverses provide to other agri-food chain members including SMEs and manufacturers.

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