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CASE STUDIES
USING “4D SHOPPER”, A PROPRIETARY VIRTUAL REALITY SHOPPING TOOL
A manufacturer of oral care products, including tooth brushes, planned to launch a new product into this category, which has traditionally been arrayed on supermarket shelves horizontally. Horizontal displays were based on the industry perceived knowledge that buyers tend to scan for differences in treatment suitability between SKU’s in the category. A creative idea was suggested by an internal design team to arrange the products vertically based on a colouration scheme. The intention of this new approach was to achieve better “salience” across all brand lines and to make the new product stand out in what are usually quite cluttered shelves in major retailers in Hong Kong and China. This concept was put to test via a licensed research tool “4D Shopper” which we have the franchise for in Asia.
Results however showed that the vertical arrangement of the product package actually made it less noticed
(and therefore less purchased!) than traditional horizontal facings, prompting the client to abandon
this new idea.