Understanding Consumer Response to Category Management Through Virtual Reality
Stephen P. Needel Simulation Research, Inc.
Category management is becoming a common business practice in the consumer packaged-goods industry. However, few research tools exist to help manufacturers and retailers study the impact of category management initiatives. This paper presents a virtual reality shopping simulation, known as Visionary Shopper® , which allows us to consider the sales implications of changing product assortments and layouts in the store, without the cost, timing, or difficulties of in-store testing. A series of examples of how this system has been used are presented.
INTRODUCTION
In...