Web3 has finally allowed consumer brands to connect with their customers in a decentralized digital arena.
Brands can meet the growing demand for NFTs and web3 experiences, increase sales, and solidify customer loyalty. But they have to start today before customers find alternative solutions as web3 adoption grows.
Customers want web3 so they can enjoy digital assets, loyalty points, and communities. Then, they can take these benefits to a metaverse, marketplace, or decentralized app (DApp).
Thanks to NFT digital twins, the physical and digital world becomes one integrated experience.
We'll define how digital twins fit into your web3 strategy, how they work, and how you can start today.
From the top: Defining NFTs
An NFT or "non-fungible token" is a digital asset recorded on a public decentralized ledger called a blockchain. It can be owned and verified.
These tokens represent art pieces, virtual products, photography, and more. As a result, NFTs have established true digital ownership for the first time in history.
What’s more, brands can utilize NFTs to provide and sell ownership opportunities for customers.
What is an NFT digital twin?
NFT digital twins help connect a digital asset with a physical product.
For example, if someone buys a designer purse, they could receive the physical product as well as an NFT digital art version. They can wear the bag physically and share their NFT on social media and in a metaverse.
Brands like Nike have already jumped in.
With Cryptokicks, Nike's virtual sneakers, customers can embed themselves in the ultimate web3 experience. They can buy virtual sneakers valued by the popularity of the "skins" or designs.
Owners redeem physical shoes after purchasing the NFT. Much of it is still developing as innovation moves fast, but they want users to experience the shoes wherever possible (like how they partnered with EA Sports to incorporate the shoes into games).
In Nike’s case, The Verge reports, “[It] suggested that its virtual apparel could eventually be equipped in video games and ‘other immersive experiences.’” Soon, Nike could add their shoes to EA FC as players play soccer with their NFT merchandise.
None of this is possible without a blockchain connecting physical and digital assets. But as brands unite both realities, they can give customers a fully immersive brand and community experience.
Mojito provides the NFT infrastructure, marketplace, and digital twin technologies required for a successful web3 strategy.
Key NFT digital twin terms
Tokenization vs. digital twin
A token represents assets or utility on the blockchain. It can become non-fungible (NFT) when it is a unique (one-of-a-kind or serialized) item. While tokens help represent a digital twin, this doesn’t necessarily mean tokens will always have a physical component.
Digital twins are a combination of the two (digital and physical). Owners acquire the physical product and the NFT, which is then recorded on the blockchain.
Web3 brings virtual space opportunities where online users can interact with others and communities. Your brand can host their own virtual experience, and customers can also feature your digital products in other virtual worlds. Brands have already experimented with virtual experiences in games like Fortnite and Roblox.
In many ways, it's the virtual embodiment of the web3 customer experience. Users can play games, build spaces, and show off their digital assets. Thanks to blockchain technology, they can bring their items into any virtual world.
Digital twin NFTs connect physical and virtual realities so users can join different virtual spaces with their items from anywhere.
Functionality of NFT digital twins
How exactly could an NFT digital twin process work for consumer brands?
Imagine you're ready for your NFT drop. Your customers know about it, and they're excited to jump in.
But this drop is extraordinary—it's for physical products.
When someone purchases your limited-edition goods, a platform like Mojito facilitates the experience. Customers scan the item at your store after purchase, connect it with their digital wallet, and mint the NFT.
Now, your customer owns the physical item and a unique digital asset tied to it.
Not only do they own these assets, but they also have a verified method to prove their ownership and authenticity. This creates a secure, valuable method that can decrease product forgeries and develop a line of provenance (ownership record).
NFC technology ("near-field communication") allows two devices to communicate within close range. It's used for contactless payments like Apple Pay. Digital twin tags allow customers to scan an item for quick product identification and information and find any appropriate metaverses.
The NFT can also extend the life of your product. If the day comes when the physical product no longer exists, the customer or owner can still enjoy their digital version.
Owners can trade these NFTs in a secondary marketplace or share their collectibles online or in physical settings.
These digital tokens can be used with token gating to access exclusive first-party and third-party experiences. For example, NFT holders can visit virtual spaces, exclusive brand website experiences, or in-person events.
NFT digital twin advantages for brands
Luxury brands are one of the best-positioned industries to utilize NFT digital twins. Customers can enjoy their high-quality goods, own a digital version, and experience it within digital settings.
Below are some advantages of adopting digital twin technology:
1. Enhancing product authentication and reducing counterfeits
As mentioned, brands have an immediate use case for NFT digital twins. Digital twins can help authenticate goods and lower counterfeits through the public blockchain record.
Not only does this provide more control in the market, but it also gives brands more assurance for customers. When they buy products on the secondary market, they can verify the good, establishing stronger trust in the brand name altogether—no matter where they get it or when it was sold.
2. Strengthening brand loyalty
NFT digital twins also help fuel community engagement and loyalty. Customers become part of an exclusive group when they own digital assets. They ride the passionate wave that comes with web3 innovations, with your brand at the center.
Brands can then create loyalty points and programs after the purchase. The more they get involved, the more they experience.
Through token gating (when only specific token owners get access), customers can join exclusive communities after their initial product purchase.
Additionally, twin owners could get an "airdrop"—a surprise NFT reward for current owners.
For example, imagine a customer owning a digital twin of a luxury car. Six months later, they’re surprised with a gold-colored version to add to their collection. Chances are, the minute they win it, they'll spread the news—and word of the luxury brand—everywhere.
Consumer engagement platforms like Mojito facilitate and build white-label marketplaces so that brands can create web3 brand loyalty with NFT digital twins and more.
3. Improving inventory management and reducing waste
Blockchain provides incredible opportunities for the supply chain. And NFT digital twins help track those physical assets.
As customers purchase a good and mint it on the chain, brands can track the data and improve strategies for inventory. If they see trending growth for a particular product, they can use chain activity to decide how to meet demand.
Better tracking also helps reduce waste and create more sustainable solutions. Brands get real-time data for their products, which gives them more time and control over production.
4. Risk assessment and product tests with digital twins
Brands can run various tests to increase their chances for success, especially with new designs and product launches.
Companies can start a limited sample release for a product. They can track purchases through first-party and third-party retailers in real time through onchain activity. As consumers mint the products, brands can measure how much engagement and excitement there is through onchain data and offchain sources like social platforms.
5. Ecommerce community for customers
Digital twin owners can easily trade their NFTs. Brands can place parameters on smart contracts to help define the process.
Typically, someone may choose to trade the product. With the NFT, there is provenance and authenticity to maintain the highest sale value.
The easy ecommerce options through web3 payments and the blockchain add more utility and value to your products.
6. Fast transactions
Digital twins incorporate smart contracts, so brands can set the terms for the purchase and make it immediate when customers pay with credit cards or cryptocurrency through a digital wallet.
Web3 cuts out the intermediaries through direct peer-to-peer public recording, saving time and unnecessary delays with processing.
7. Proof of attendance for events
This gives companies the most accurate, real-time data on who shows up. Also, brands can track customer engagement as they use their NFTs for discounts, perks, and daily purchases. Brands can use that data to make better decisions and assess the health of their products and community.
Why brands should leverage digital twin technology
Brands can benefit right now. However, digital twin technology will continue to grow as their target audiences fully adopt the web3 ecosystem.
The opportunity to lead the way is knocking on your door. Brands can’t afford to catch on too late. By acting now, they can define the luxury experience and provide community, digital ownership, privacy, and the experience customers want in the here and now.
The brands that jump on this moving train will grow and solidify their name, making it synonymous with innovation, high-class digital assets, community, and the potential for endless value.
Innovations are bound to pop up in the web3 space, and the brands that have built their foundation will be ready to incorporate new benefits and opportunities quickly. If brands don’t get started now, they’ll miss out on major sales opportunities (and someone else will step up to the plate instead).
Choosing Mojito for NFT digital twin collections
Brands need web3 partners to utilize the full power of web3, offer it securely, and create experiences that represent their companies well.
Third-party destinations and apps won't cut it. Brands need a platform built for them, offering an elegant experience with complete control.
Mojito, a Merchant of Record, and web3 super SaaS takes care of everything—from your marketplace and NFT collections to wallets and secure checkouts.
Not only do we facilitate web3 experiences, but we also implement a "Web 2.5" strategy. That means we offer the tools for web2-only users to easily use the apps and payment methods they’re comfortable with. This eases the customer transition—they’ll experience web3 in a familiar, encouraging way.
Every customer is happy, from the beginner to the web3-savvy user. This is key—we want the focus on you, your brand, and the web3 experience customers love.
It's an exciting time, and you can try it out right now.
Learn more, try our demo to make a splash in web3, and build the best community engagement experience online.