Shopper Marketing - July 2016 - 45


panel or a list of names from a retailer's database, and those people click the link from
the comfort of their home and walk through
a virtual store on their desktop, completing
tasks or a shopping mission.
And with a recently developed capability,
InContext can now have clients test a full-on
immersive virtual store using an Oculus Rift
headset. Sensors are placed in a room to let
a user walk around and interact with virtual
product on virtual shelves.
By 2025, there will be an entirely new generation of devices with VR and AR capability
that will have faster chips, faster connections,
wireless hardware and sensors that enable full
manipulation without the need of hand controls because it will sense a user's fingertips,
Hardy says. "The technology you see coming
out over the next two years will be light years
beyond what you see today."

Store Planning
VR and AR are not new technologies, particularly for testing or enterprising store layouts,
display concepts, category sets or other retail
strategies. Larger brands, Hardy says, have
had innovation centers with one big screen
to project an image of a virtual product, sign,
merchandising concept or store flow, with an
engineer required to move objects around
the screen through a PC.
Clifton Dawson, founder and president of
Greenlight VR, an analyst in the space, says
that since the 1990s Procter & Gamble has
been using virtual reality to conduct market
research. P&G opened its first virtual reality
center in 2004 and now employs virtual tools
to inform nearly 80% of all of its initiatives
from testing new product SKUs to looking at
assortment changes and identifying issues
early on in the design process.

Kantar Retail Virtual Reality offers virtual environments in which suppliers and retailers can jointly
design the planogram in a live mode.
JULY 2016 SHOPPER MARKETING y

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Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
Shopper Marketing - July 2016 - 13
Shopper Marketing - July 2016 - 14
Shopper Marketing - July 2016 - 15
Shopper Marketing - July 2016 - 16
Shopper Marketing - July 2016 - 17
Shopper Marketing - July 2016 - 18
Shopper Marketing - July 2016 - 19
Shopper Marketing - July 2016 - 20
Shopper Marketing - July 2016 - 21
Shopper Marketing - July 2016 - 22
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Shopper Marketing - July 2016 - 24
Shopper Marketing - July 2016 - 25
Shopper Marketing - July 2016 - 26
Shopper Marketing - July 2016 - 27
Shopper Marketing - July 2016 - 28
Shopper Marketing - July 2016 - 29
Shopper Marketing - July 2016 - 30
Shopper Marketing - July 2016 - 31
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Shopper Marketing - July 2016 - 38
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Shopper Marketing - July 2016 - 40
Shopper Marketing - July 2016 - 41
Shopper Marketing - July 2016 - 42
Shopper Marketing - July 2016 - 43
Shopper Marketing - July 2016 - 44
Shopper Marketing - July 2016 - 45
Shopper Marketing - July 2016 - 46
Shopper Marketing - July 2016 - 47
Shopper Marketing - July 2016 - 48
Shopper Marketing - July 2016 - 49
Shopper Marketing - July 2016 - 50
Shopper Marketing - July 2016 - 51
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Shopper Marketing - July 2016 - 53
Shopper Marketing - July 2016 - 54
Shopper Marketing - July 2016 - 55
Shopper Marketing - July 2016 - 56
Shopper Marketing - July 2016 - 57
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