Published on February 27th, 2019 | by Emergent Enterprise0
Kellogg’s Works With Accenture For VR & Eye Tracking Merchandise Plan
The type of analytics we see on websites (dwell time, for instance) can be translatable to a physical retail shopping experience using VR and eye tracking. As Bobby Carlton at VR Scout reports Kellogg’s is using the combination of these technologies to prioritize product placement on shelves at grocery stores. The virtual reality gives Kellogg’s the ability to quickly try a myriad of placement possibilities and find the best scenario. The result? 18% growth in sales. Boom.
Kellogg’s see’s 18% bump in sales through VR marketing research.
The next time you’re shopping looking at items neatly stacked on shelves in every aisle – some high, some low, some with promotional signage – take note that where supermarket employees place these products isn’t random. There is actually quite a bit of research and science that goes into the process of deciding where to place your favorite snacks on the supermarket shelves for maximum exposure.
Traditional marketing research involves consumers taking surveys about a products placement and its visuals while shopping in a real store, and since shopping in a VR environment closely reflects how people shop in the real-world, researchers have recently been using VR to reconstruct supermarket shelves – which can yield the same results.
However, there is a layer of data-rich information that merchandising strategists have struggled to collect. Thanks to VR and eye-tracking technology, that data is now obtainable.
When it came down to strategizing the best placement of Kellogg’s new Pop-Tart Bites on store shelves, the Battle Creek, MI based company worked with Accenture and their Extended Reality practice to come up with a VR merchandising solution that uses eye-tracking technology to let Kellogg’s marketing specialist the ability to literally look through the eyes of the shopper and observe their gazing habits while choosing items before placing them into their shopping carts.
The pilot program collects various data, including: “How many seconds did you look at an item?” “Did you look at merchandising signage? “What direction did your eyes go when scanning a shelf?” “Did you look at the competitor’s products?”