"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.
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.