Virtual Reality in the Enterprise - Yes, there is more to VR than a cool toy!

Virtual Reality in the Enterprise Yes, there is more to VR than a cool toy!

Mjølner Informatics September 2016

CĂŠdric Guyot CEO, Virtual Reality Kantar Retail

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CPG / FMCG

Retail

Pharmaceutical

Consumer Electronics

Bologna London Madrid

Toky o

Milan Moscow

Beijing

Paris

Guangzhou Shanghai

Bentonville

Duba i

Boston Chicago

B2B Delhi

Cincinnati Columbus

Singapor e

Minneapoli s

Sydne y

Norwalk Oshkosh Portland Toledo

Buenos Aires Mexico City

Johannesburg

SĂŁo Paulo

Š Kantar Retail 2016

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© Kantar Retail 2016

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Where we come from: the world of selling to retailers

Š Kantar Retail 2016

Created by Renata Pinheiro, Sales Execution Team

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© Kantar Retail 2016

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The real challenge: how we innovate at retail Cat Man Trade Display builders

Big Data 3rd party agencies

Shopper marketing

Consumer

Shopper survey agencies

Campaigns

Offer

POP display, shelves

Shopper Marketing

Shopper purchase

Online/ Path to Purchase Social/ mobile tech

In-store tech

Range review Category reinvention

New package

Store of the future New store layout

New format

Activation Retailer

Distribution

Shopper

Supply Chain

Sales/ field team

New product

Non-store sales Sales, KAM

Institutionalized innovation process Internal stakeholders External stakeholders

R&D Brand Managers

Typical third parties involved in the process

Š Kantar Retail 2016

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Building a platform to innovate

Design Create

Test Select Validate

Sell Activate

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© Kantar Retail 2016

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Building collaboration: VR as a ‘next-generation’ tool Collaborate

Ideate

Provide feedback

Validate

ROLE IN INNOVATION

GEOGRAPHIES

ROLE/ POSITION

Global best practices

EXTERNAL STAKEHOLDERS

Shopper/ Consumer

Retailer

X-functional expertise and input Seen from a shared angle: the shopper Independent of level in the organization

Third parties © Kantar Retail 2016

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Getting insights: VR as a representation of the reality

Time spent (Mins) Average no. of fixations on category fixture Average no. of category products looked at

Virtual

Store

3:28

3:35

50

59

Virtual

Store 23

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*Case study comparing a shopping behaviour in a virtual convenience store versus observed behaviour in an actual convenience store. Š Kantar Retail 2016

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An example: the holy grail of shopper marketing Which items of point of sale material have an impact and what is the optimal combination?

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Video capture of shop

© Kantar Retail 2016

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Top 10 VR use cases Becoming commonplace across the organization

Store of the future design

Collaborative Shopper marketing range review campaign

Customer innovation/ collaboration center

Quantitative Qualitative research (POS, research (store, shelf…) product, pack…)

Immersive story-telling

Local selling

Training

In-store activation

© Kantar Retail 2016

The next frontier (1)? Immersive shopper insights Heat maps

AOI (Area of Interest) Metrics

Š Kantar Retail 2016

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The next frontier (2)? Collaborative shopper experience design

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The store of the future…

© Kantar Retail 2016