Abstract:

Using virtual shopping environments to understand shopper behavior. Based on a new virtual simulation platform (GfK SIMSTORE) and innovative research methodologies we are able to understand the perception and intuition of shoppers, and therefore the whole purchase decision process. Evaluation of new packaging design, pricing strategy or e-commerce optimization, are some key business question that we are solving faster today. Through virtual simulations, we are also helping customers to optimize the assortment of brands in the category to maximize their market share, to obtain decision trees at sku's level or to evaluate different category planograms for both manufacturers and retailers.