Kimberly-Clark Tries To Replicate Retail Trials With Virtual Reality

Using virtual reality, $18 billion consumer goods giant Kimberly-Clark is creating virtual depictions of stores, shelves, products and displays—even sounds and smells people encounter while shopping—to enhance traditional means of research, according to this story in CPG Matters.

"With virtual reality, K-C and its strategic retail partners have a stealth, risk-averse way to test new products, packages, display positions, assortments and point-of-purchase materials without taxing muscles or bearing the cost of physical goods movement," the story said. "Depictions of retail interiors on the full wall-size screen at its Innovation Design Studio in Greenville, Wis. (opened in May 2007), are realistic and reflective of real-world shopping." An interesting discussion about this effort--along with skeptical thoughts about some of the sales increase claims--is in the comments area of this RetailWire piece.