Using eye-tracking technology and mixed reality software, the VR headset immerses consumers in a full-scale, simulated store.
The technology then allows the headset wearer to move through the store, shop, pick up products and place them carts.
It also monitors what consumers look at, for how long and why. This allows companies to reach more geographically dispersed consumers and conduct market research more effectively.
The solution was tested in collaboration with the Kellogg Company and showed the optimal placement for its new product line.
Kellogg said this resulted in an increase in brands sales of 18%.
“Our VR merchandising solution has the potential to transform product placement by examining consumer buying behaviour in a holistic way,” said Raffaella Camera, global head, Innovation & Market Strategy, Accenture Extended Reality.
“By combining the power of VR with eye-tracking and analytics capabilities, it allows significant new insights to be captured while consumers shop by monitoring where and how they evaluate all products across an entire shelf or aisle.
“Ultimately, this enables product placement decisions to be made that can positively impact total brand sales, versus only single product sales.”
Accenture's Extended Reality practice developed the solution using a Qualcomm VR reference design headset that was powered by Qualcomm’s Snapdragon 845 Mobile VR platform.
The solution also features embedded eye-tracking and mixed reality software from InContext Solutions as well as eye-tracking data analytics capabilities from Cognitive3D.