Market Research into shopping has shown that people regularly buy the wrong item in shops due to similarity of packaging and location within the store. AcuityVR is aiming to combat this by more fully understand consumer behaviour using a virtual reality (VR) store.
Announced today, the technology combines VR and eye-tracking to follow where shoppers are travelling in the store and what their eyes are drawn to. This can then enable brands and marketing professionals to better tailor products towards consumer preferences.
“It is imperative that brand marketers and retailers understand the interactions that are occurring in-store so they can make better informed decisions regarding their brands. Yet, all too often they struggle to make good decisions due to the difficulties associated with analysing increasingly complex data sets and AcuityVR aims to overcome this,” explains Dr. Tim Holmes, Director of Research and Development, Acuity Intelligence. “By combining eye tracking technology with virtual reality and our expert insight, we can make budgets work harder and empower brands and retailers alike with insightful consumer behavioural data.”
VR marketing and advertising is a huge growth area within the industry. Acuity Intelligence, the company behind AcuityVR, will be demonstrating AcuityVR for the first time live on stand IB600 at the Marketing Week Insight Show at Olympia, London from March 8th to 9th
VRFocus will bring you further information on VR marketing products as it emerges.