Nielsen unveils virtual 'SmartStore' concept
Nielsen has added a new solution to uncover shopper behavior and to figure out ‘What’s next’ without using the all too familiar trial-and-error execution.
The company announced the launch of SmartStore in Canada, Nielson’s solution to help retailers measure, evaluate and optimize a range of retail concepts on sales and profit, based on how target shoppers react at the moment of truth, in any store format. It helps measure the effectiveness of Point of Sale Merchandise (POSM) based on what shoppers "See, Think and Do".
According to the company, SmartStore is designed to radically transform how the industry conducts shopper research today by creating a remarkably realistic and immersive simulation of a 3D, 360 total store environment. Testing in a virtual environment eliminates the unnecessary risk of trial-and-error execution because things can be perfected thus providing retailers with cost, time and flexibility.
"This solution has been put together using the latest virtual reality technology available and adapting it to create a unique, fully immersive shopper research and merchandising solution,” said Sue Temple, Global VP, Nielsen Consumer Insights. “We have partnered with our clients through our SmartStore development process in pilot projects over the last several months to make sure it meets their needs as we bring SmartStore to life."
The company says that SmartStore builds a live environment, creating multiple scenarios helping in comprehensive analytics of shoppers experience (track shopper head, eye and feet movements, 3D heat maps, etc). This also drives affordable research costs for retailers through the "Attention, Appeal, Action" framework thus building confidence in commercial results and measurable ROI on research investment.
"The challenging Canadian market has spurred changes to consumer shopping mindset and behaviour," says Mike Ljubicic, Managing Director, Nielsen Canada. "With shoppers reducing the number of trips they make to the store, optimizing that shopping trip they make has become increasingly important. It is essential that manufacturers and retailers collaborate to understand in-store shopper behaviour and priorities in order to maximize your investment,"