Abstract:
This presentation describes recent attempts to use virtual reality components for studying market effects of new category management-driven initiatives in retail settings. Virtual shopping systems today offer intriguing opportunities for a flexible generation and realistic presentation of shelf and store concept, and the rapid collection of relevant consumer feedback. These advantages are all the more critical if and when time and budget constraints, logistics, and non-available research alternatives severely reduce pre-testing of category management concepts. A recently completed research study of consumer purchases of wound-care products in pharmacies is used to demonstrate the advantages of a 'virtual' approach.
Research Papers
Incite to action
Catalogue: Insights 2011: A New World Order In Shopper Marketing
Authors: Stephanie Grootenhuis, Bernhard Treiber
 
March 1, 2011
Research Papers
Studying new product performance in virtually created retail environments
Catalogue: ESOMAR Conference 2004: Technovate 2
Authors: Dieter Bock, Bernhard Treiber
Company: Unilever
February 1, 2004
Research Papers
New ways to explore consumer point-of-purchase dynamics
Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Authors: Bernhard Treiber, Stephen P. Needel
 
September 1, 2000
