Education key as US consumers doubt NFT mainstream credentials
One in five Americans will not purchase an NFT because they believe they will not gain mainstream popularity, according to research from Zakeke.
1,291 people were surveyed for this.
Only 9% of consumers have used NFTs in retail and e-commerce.
One roadblock to purchase is a lack of education, with 28% of people not understanding them.
Gen Z and Millennials are the way in for brands, with one in four Americans aged 18-34 more inclined to have used NFTs in the past, in comparison to only 2% of Americans aged 55+.
The key to winning over Gen Z and Millennials is offering incentives.
One in four Americans aged 18- 34 would be more inclined to use NFTs if they were given shopping privileges such as dedicated check-out lanes at bricks and mortar stores and special discounts.
“To give consumers a truly unique shopping experience, brands can use both customisation and personalisation in their NFT experience. Brands should offer their customers personalised shopping experiences that combine the real with virtual using AR technology,” says Angelo Coletta, CEO at Zakeke.
“Customers then begin to learn new ways of shopping, such as customising a product online or using a smartphone to see a product on their body through a 3D product configurator. Zakeke’s platform allows brands to easily integrate technology and NFTs into their offerings without overwhelming their customers.”
The luxury design and fashion market has taken a growing interest in NFTs, with companies such as Gucci, Reebok, Puma, and Fabricant becoming major players in the space.
Although much of the use in fashion is still in an experimental phase, companies should begin implementing this new technology into their offerings sooner rather than later, Zakeke says.
