Meta Expands into Retail with Plans for Own Stores

Meta, the parent company of Facebook, is taking a significant step into the retail sector by announcing plans to open its own physical stores. This move aims to enhance the sales of its popular Ray-Ban smart glasses and the Quest virtual reality headset.

The Ray-Ban glasses, developed in partnership with the iconic eyewear brand, have reportedly seen strong sales performance, as indicated by Meta's recent quarterly results. The Quest headset has also been performing well in the market. To capitalize on this momentum, Meta is exploring the establishment of retail outlets where customers can experience these devices firsthand before making a purchase. Currently, customers can only order the Quest and its accessories online, while the Ray-Ban smart glasses are available in select Ray-Ban stores and authorized retailers.

According to Business Insider, Meta CEO Mark Zuckerberg has expressed his belief that smart glasses represent the next crucial category of consumer electronics. This perspective aligns with trends in the tech industry, as major companies like Google, Apple, and OpenAI are also developing their own augmented and virtual reality eyewear. By launching physical stores, Meta intends to drive sales through in-person interactions, despite the potential costs associated with retail operations.

Trying on Ray-Ban smart glasses in a retail setting can be particularly beneficial, given the variety of styles, colors, and sizes available. Consumers can also customize their glasses with prescription lenses, which necessitates the involvement of an optician.

In addition to providing a platform for product trials, Meta's stores could feature setups that allow customers to test the functionalities of both the glasses and the VR headset. This hands-on experience could help potential buyers assess their compatibility with the products, such as whether they experience motion sickness in virtual reality. At its annual Connect conference last fall, Meta showcased an interactive environment where attendees could play games using smart glasses, utilize Meta AI to scan QR codes, and engage with model cars on a miniature track. Similar interactive displays could be implemented in Meta's retail locations.

Currently, Meta operates a store on the campus of its Reality Labs division in California, which focuses on the development of the Metaverse. This location, situated in Burlingame near San Francisco International Airport, is more of a specialized outlet than a widely accessible retail store, having opened its doors in 2022. Meta has also experimented with pop-up stores on its main campus in Menlo Park during events like Connect.