Nielsen Advances Shopper Research With Extreme Reality And Gaming Technology
Introducing Nielsen's New Virtual Suite of Smart Solutions
Nielsen Global Connect introduced its virtual suite of Smart solutions to the U.S. market. This virtual suite includes three distinct solutions—Nielsen SmartStore, the first, immersive virtual reality tool designed to transform in-store testing; Nielsen SmartShelf, the next generation of virtual retail shelf and planogram testing; and Nielsen SmartShopper, an interactive, augmented reality-fueled shopper marketing tool that helps to uncover in-store shopping behaviors. With this release, Nielsen is bringing the latest in extreme reality and gaming technology to the forefront of shopper research.
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NIELSEN SMARTSTORE
SmartStore is the only such solution in the U.S., enabling consumer packaged goods (CPG) manufacturers and retailers to create and test customized, in-store shopping simulations and scenarios within a dynamic, 3D, 360-degree total store environment.
SmartStore’s immersive simulations of unprecedented, realistic quality is paving a new path for the CPG industry to measure, evaluate and optimize a range of retail concepts, including multiple shelf layouts and locations, point of sale (POS) designs, promotion displays, packaging options and even whole store designs. Tracking beyond just eye movements, SmartStore provides a read on shopper head, eye and foot movements, in addition to providing a 3D heat map of the store, shelf or aisle. With a precise, 360-degree controller and headset tracking, realistic graphics, directional audio and HD haptic feedback, SmartStore simulates realistic first-person movement and actions—all in a hyper-realistic, virtual world.
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The unique “playback” function allows users of this tool to review the in-store shopper journey and tag possible problem moments for review, converting observations into actionable insights. Within the playback function, researchers can also choose to ask test shoppers qualifying questions as to why they chose or reacted in a certain manner at the shelf, giving retailers and manufacturers new, richer insights into elements such as merchandising, pack ingredients or marketing and promotional activities.
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