Nielsen Uses Gaming Tech for Shopper Research Tools

Nielsen Global Connect has launched a suite of shopper research solutions which use 'extreme' reality and gaming technology for virtual retail shelf and planogram testing, and to uncover in-store shopping behavior.

The suite includes SmartStore, through which CPG manufacturers and retailers can create and test in-store shopping simulations and scenarios within a 3D, 360-degree store environment. This includes evaluation of retail concepts such as multiple shelf layouts and locations, point-of-sale (POS) designs, promotion displays, packaging options and even whole store designs. It can also be used to measure shopper head, eye and foot movements, in addition to providing a 3D heat map of the store, shelf or aisle. A 'playback' function allows users to review the in-store shopper journey and tag possible problem moments for review, while researchers can ask test shoppers why they chose or reacted in a certain manner at the shelf.

The second tool, SmartShelf, created through an alliance with 3D simulation software provider InContext, delivers a 'realistic' shopper experience in a dynamic, virtual, online environment, allowing companies to test aisle, category and shelf scenarios, without physical store testing. Finally SmartShopper, which will be available in July, will enable companies to identify and uncover in-store shopper behavior. This smartphone-enabled shopper marketing tool allows for product images, in-store marketing artwork, seasonal or special event concepts to be tested by shoppers in-store, using interactive gaming technology.

Susan Dunn (pictured), President, US Sales, comments: 'Nielsen's virtual suite of SmartStore solutions capitalizes on new technology to dramatically increase the speed and reduce the costs of testing new concepts for brands, allowing them to get real, personal consumer feedback at scale, in a safe environment. Understanding shoppers is more important than ever, and this latest launch represents the next step in our commitment to shaping a smarter market for our clients'.

Web site: www.nielsen.com .