Paving the future of consumer brands
At Accenture, we have a strong commitment to helping our clients innovate and to create an impact on business and society. We set up innovative projects to improve how the world works and lives, at a global scale. We bring expertise and experience together to develop innovative solutions tailored to the client, aside from their size, type or location. Find out the type of work and projects you can do with a career at Accenture. Continue to read to find out what we created with Kellogg's, a multinational food manufacturing company.
Kellogg’s needed in-depth knowledge of consumer purchasing behavior - as part of a product launch - enabling them to better determine product placement, assortment, and promotion in-store. Together with Qualcomm, we developed a VR solution with embedded eye-tracking. This project would not only provide an effective solution but also show a glimpse at a new reality for brands, retailers and consumer testing - combining the latest tech to get better results.
A twinkle in the eye
What is the just-right place for a product on a retailer’s shelf? And what type of product should be displayed to consumers? What marketing strategy should be used in-store? Determining the perfect placement for their products is key for consumer brands and retailers, whom invest considerable time and money seeking the answer to these questions. Recognizing the need to act, Kellogg’s reached out to Accenture and Qualcomm to develop a solution that would bring about these answers.
The solution? An immersive VR experience based on Kellogg’s real-world need to test the shelf placement, assortment and pricing strategy for their “Pop-Tarts Bites” launch. We designed a scenario that showcased consumers in a full-scale, simulated store, enabling them to move through the space, ship, pick up products and place them in carts. In the meantime, embedded eye-tracking provides info of what they are looking at, for how long - providing deeper insights into purchasing behavior. Additionally, Kellogg’s was enabled to alter several variables of the set up like placement and assortment and quickly measure their impact on purchasing outcomes.
Adding value with VR
Research and experience unveiled that shopping in virtual reality closely reflects real-world behavior, hence the decision to make use of the technology for testing. Additionally, our own experience shows that there are several ways in which VR merchandising could pay off for consumer brands:
Expand reach of testing
Geographically scattered consumers can be invited to use a mobile VR headset for product testing in their homes, at stores, and during product roadshows.
Improve experience in a branded environment
Shoppers walk through a realistic virtual store model, looking at shelves, picking up and buying products directly into their carts.
Increase dataset for analytics
You can gather additional data through eye-tracking technology, in a way that does not interrupt the shopping experience.
Decrease of costs, while improving flexibility
The VR-based solution makes it easy to test a variety of planogram combinations in a faster and more cost-effective manner, reaching a holistic conclusion for the product and the category.
“This methodology led to increased contextual learning that enabled a holistic solution. As VR scales to widespread use, Kellogg's would be very interested in its use for future shopper and category inquires.”
Results gathered from the VR tests demonstrated a high degree of correlation with those of traditional testing methods. Data gathered from eye-tracking also revealed that the placement of the new Pop-Tarts Bites would influence the degree of attention consumers paid to other Pop-Tarts products in the surrounding area. When the Pop-Tarts Bites were placed on a lower shelf – rather than higher up where consumers typically expect to find new products –sales of Pop-Tarts items showed an overall 18 percent brand sales increase during testing.
Retail clients everywhere can improve on the speed, scale, and cost of their market research by implementing highly-accurate eye-tracking in VR testing. In the case of Kellogg’s, they were able to generate more fruitful data and acquire more accurate insights, paving the way towards a more wholistic merchandising strategy.
VR Merchandising Solution with Eye Tracking