Kantar Consulting combines ‘big data’ and virtual reality to create the ‘perfect’ shopping experience
Kantar Consulting, the newly launched specialist growth consultancy, today announced the introduction of Perfect Category, a technology solution that enables brand owners and retailers to design physical retail environments down to the shelf-level ranging in virtual reality and simultaneously forecast the revenue impact of those decisions.
Perfect Category integrates multiple big data sets in an immersive environment, allowing users to test scenarios and designs in real-time. It integrates for the first time two offerings from Kantar Consulting’s Retail, Sales and Shopper Practice:
- Retail Virtual Reality. A collaborative design environment used by major brands such as L’Oreal, Unilever and Philips Lighting to efficiently design and roll out retail designs and updates across their store networks.
- RichMix. An assortment optimization tool used by 9 out of the Top 10 FMCG manufacturers that integrates purchase spend data from retailers and brand owners with measured and observed consumer behaviour to create highly accurate algorithms that utilise machine learning to forecast the economic outcomes of changing the number of products and brands a consumer sees on the shelf.
Combined, these technologies mean brand owners and retailers can efficiently co-design retail environments that optimise the shopper experience while maximising category value and profitability and individual brands’ market share. Evaluated and approved designs can then be automatically distributed across retail networks with detailed planogram designs and immersive visuals to ensure a consistent brand experience nationally or internationally.
“Retail is a constantly evolving competitive environment with new markets, competitors and technologies,” commented Jeremy Cohen, CEO of Kantar Consulting’s European Retail, Sales and Shopper practice. “Brand owners and retailers alike are constantly searching for creative ideas that add value to consumer experiences and drive category growth and shopper loyalty. Perfect Category improves collaboration between retailers and brands by delivering creative category propositions which will entice shoppers and deliver the strongest sales results.”