Shopper Marketing - July 2016 - 46


FEATURE: VIRTUAL REALITY/AUGMENTED REALITY

Today, VR and AR tools are cheaper, more
sophisticated and easier to use, according to
Dawson, so it's easy for CPGs to emulate P&G.
Lee Barwin, head of offer development at
Kantar Retail Virtual Reality, says the new
VR model saves clients hundreds of thousands of dollars. "We use a virtual environment in which the supplier and retailer can

customer strategy and planning, Edgewell
Personal Care. "Additionally, new packaging
ideas can be vetted to help marketers and retailers understand how well packaging stands
out and conveys key communication points in
a sea of competition."
Edgewell uses InContext Solutions to build
VR planograms that ignite conversations
with its retailer partners.
The partnership is especially helpful for Edgewell's
"challenger" brands as it allows for more testing in a
more efficient way.
Additionally, Office Depot recently began working with InContex t to
simulate signage in a virtual store and test category management ideas and
new in-store experiences.

Simulating Displays
Augment uses AR to help
brands sell in to retailers.
Sales teams can take the
Augment app into stores
to simulate displays and retail programs in
real size, real time and the real environment,
says Mickael Jordan, co-founder and chief
operating officer.
Kenny Endermuhle, manager of retail innovation technology at Nestle Purina, uses
Augment on a regular basis. "What we've
found through these demonstrations is that
it opens up creative and impactful conversations that we previously could not have had
without exhaustive and otherwise lengthy

The Lowe's Holoroom is a design studio application that enables
shoppers to envision, design and build their own kitchens and
bathrooms in 3-D, using virtual reality technology.

jointly design the planogram in a live mode,
and then navigate the store like they would in
a first-person game. They can iterate as many
times as they want for each new product, for
each new packaging, for each new campaign,
for each range review."
"Brands are using VR technology today
to both convey new and unique merchandising concepts to retailers and to also conduct quantitative shopper research on those
concepts," says Michael Law, senior director,
46

y SHOPPER MARKETING JULY 2016



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
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