Nielsen has added a new product solution to their Shopper toolkit – a creative and unique solution for retailers and manufacturers globally, helping them get closer to shopper behaviour at the moment of truth and uncover What’s Next.
The solution helps retailers measure, evaluate and optimise a range of retail concepts on sales and profit, based on how target shoppers react at the moment of truth, in any store format. It helps measure the effectiveness of Point of Sale Merchandise (POSM) based on what shoppers “See, Think and Do”.
SMARTSTORE is designed to radically transform how the industry conducts shopper research today by creating a remarkably realistic and immersive simulation of a 3D, 360 total store environment. Testing in a virtual environment eliminates the unnecessary risk of trial-and-error execution because things can be perfected thus providing retailers with cost, time and flexibility.
Sue Temple, VP Global Product Development, Nielsen Consumer Insights Division says, “This solution has been put together using the latest virtual reality technology available and adapting it to create a unique, fully immersive shopper research and merchandising solution. We have partnered with our clients through our SMARTSTORE development process in pilot projects over the last several months to make sure it meets their needs as we bring SMARTSTORE to life. We have launched it in 12 markets in 2018 and are excited with today’s launch and hope this would drive greater insights into shopper behaviours at the moment of truth and build collaborative partnership between retailers and manufacturers in Hong Kong.”
SMARTSTORE builds a live environment, creating multiple scenarios helping in comprehensive analytics of shopper experience (track shopper head, eye and feet movements, 3D heat maps, etc). This also drives affordable research costs for retailers through the “Attention, Appeal, Action” framework thus building confidence in commercial results and measurable ROI on research investment.
“The challenging market environment has spurred changes to consumer shopping mindset and behavior. With shoppers spending more rationally, in-store execution and shopper activation take center stage. It is essential that manufacturers and brand owners understand the behavior and priorities of in-store shoppers in order to lure them with the right offerings,” said Michael Lee, Managing Director, Nielsen Hong Kong & Macau. “The introduction of SMARTSTORE is a testimony to our innovation capabilities, a cutting-edge solution that enables our clients to project results close to the reality and make the right preparations to win over the market shares. We are very pleased to launch SMARTSTORE, one of our continuous commitments and investments, to kick off Nielsen Hong Kong’s 50th anniversary celebration.”