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Shaping Retail: The Use of Virtual Store Simulations in Marketing ...
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INDUSTRY INSIGHTS
PRESENTS:
Shaping Retail: The Use of Virtual Store Simulations in Marketing Research and Beyond
A supplement to Shopper Marketing
TABLE OF CONTENTS Executive Summary .............................................................................................................................................................3 Introduction ...........................................................................................................................................................................3 The Role of Virtual Research .............................................................................................................................................4 Primary Benefits. ...................................................................................................................................................................7 User Profile: Kimberly-Clark ..............................................................................................................................................8 Potential Obstacles ..............................................................................................................................................................9 Finding Validation ................................................................................................................................................................9 Applications Beyond Research..................................................................................................................................... 10 Virtual Reality Checklist................................................................................................................................................... 11 Comparison of Virtual Store Simulation Providers................................................................................................ 12 Levels of Reality ................................................................................................................................................................. 15 Partner Selection ............................................................................................................................................................... 17 User Profile: P&G is Virtually Global ............................................................................................................................ 18 Conclusion: The Virtual Future...................................................................................................................................... 19 Supplier Profile: Decision Insight................................................................................................................................. 20 Supplier Profile: Fifth Dimension................................................................................................................................. 21 Supplier Profile: Red Dot Square Solutions.............................................................................................................. 22 Supplier Profile: Vision Critical ...................................................................................................................................... 23
ACKNOWLEDGMENTS This Industry Insights white paper was prepared by the In-Store Marketing Institute with the assistance and support of Joel Rubinson, Chief Research Officer of the Advertising Research Foundation and Raymond Burke, E.W. Kelley Chair of Business Administration at Indiana University’s Kelley School of Business. Author: Peter Breen, Managing Director, Content, for the In-Store Marketing Institute. The paper was sponsored by Decision Insight, Fifth Dimension, Red Dot Square Solutions and Vision Critical, four leading providers of virtual store simulation tools who agreed to support an objective look at the practice to help educate the shopper marketing community about its potential benefits. This paper reflects the thoughts and experiences of shopper marketing professionals from more than 20 consumer product manufacturers, retailers and research firms. In addition to the aforementioned persons and companies, they include representatives from Ahold USA, The Co-Operative Group, Coty Inc., Energizer Holdings, General Mills, H.J. Heinz Co., Kellogg Co., Kimberly-Clark, Nestle-Purina, OTX, PepsiCo, Perception Research Services, Procter & Gamble, Sainsbury’s, Unilever and Walmart. The author gratefully acknowledges their participation.
Cover image: Virtual store tests, like this one created for Kimberly-Clark by Red Dot Square Solutions, let consumers interact with product packaging to simulate the at-shelf consideration process.
2 www.instoremarketer.org
