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
2
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
3
4
© Kantar Retail 2016
5
Where we come from: the world of selling to retailers
Š Kantar Retail 2016
Created by Renata Pinheiro, Sales Execution Team
6
© Kantar Retail 2016
7
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
8
Building a platform to innovate
Design Create
Test Select Validate
Sell Activate
Š Kantar Retail 2016
9
© Kantar Retail 2016
10
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
11
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
20
*Case study comparing a shopping behaviour in a virtual convenience store versus observed behaviour in an actual convenience store. Š Kantar Retail 2016
12
An example: the holy grail of shopper marketing Which items of point of sale material have an impact and what is the optimal combination?
Š Kantar Retail 2016
13
Video capture of shop
© Kantar Retail 2016
14
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
16
The next frontier (2)? Collaborative shopper experience design
Š Kantar Retail 2016
17
The store of the future…
© Kantar Retail 2016