Nielsen has rolled out its Smartstore virtual reality (VR) tool in Hong Kong, to help retailers measure and optimise concepts based on how target shoppers react, in any store format.
Smartstore was designed to evaluate and optimise a range of retail concepts including multiple shelf layouts or new locations, POS (point-of-sale) designs, promotional displays and packaging options in a variety of store formats, aisles or shelf layouts - all in a 3D, 360 degree virtual store environment. An addition to Nielsen's existing shopper toolkit, Smartstore recreates the layout of existing or planned stores, enabling retailers to test and evaluate the space and improve consumer experience.
Using VR gaming technology, Smartstore builds a live environment and creates realistic and immersive scenarios to analyse shopper experiences. The tool tracks shopper head, eye and feet movements and uses 3D heat maps, while a 'playback' function allows the shopper journey to be reviewed and possible problem moments to be tagged for review.
MD, Hong Kong & Macau Michael Lee (pictured) comments: 'It is essential that manufacturers and brand owners understand the behavior and priorities of in-store shoppers in order to lure them with the right offerings. The introduction of Smartstore is a testimony to our innovation capabilities, a solution that enables our clients to project results close to the reality and make the right preparations to win over the market shares. We are very pleased to launch the solution, to kick off Nielsen Hong Kong's 50th anniversary celebration'.
Web site: www.nielsen.com .
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.