Caroline Kim, Strategy & Consumer Insights Lead at Marks, part of Propelis, explores how VR technology helps retailers create impactful packaging designs and shopping experiences
Virtual reality (VR) technology is revolutionizing industries. In retail, it has become a powerful tool, helping private brands gain the insights needed to develop packaging designs and retail strategies that break through on shelf, resonate with consumers, and boost performance.
With 15 years’ experience collaborating with major retailers and consumer goods companies, I’ve witnessed VR-enabled research changing the game for private brands, replacing physical store mock-ups with complete virtual environments.
VR allows retailers to create immersive shopping experiences where they can test packaging design, shelf placement, pricing, and new products – with the ability to switch between scenarios at the click of a button.
Testing in Virtual Environments
Consumer research is the main driver for clients using VR technology, especially for new concepts or packaging redesigns. Participants use headsets to navigate virtual stores and ‘shop’ from shelf-sets while sharing reactions in moderated discussions. This approach particularly benefits private brands attempting to stand out in competitive categories dominated by established nationals.
Virtual shelf studies also allow brands to see their products in context (packaging often looks different on screen than on shelf amongst competitors). VR lets private brands identify weaknesses and validate designs before costly production runs, while giving retailers flexibility to experiment with products on the planogram and create the ideal set.
Driving Retailer Buy-In
As retailers increasingly expect private-label products to demonstrate consumer appeal and sales potential, VR insights provide a competitive edge with evidence of shopper engagement. Research combining VR with quantitative methods is particularly effective at telling data-driven stories. This goes beyond product development, informing merchandising and marketing strategies, and helping private brands establish themselves as category leaders.
VR can also be used to meet internal needs, from sales training to promotion planning. For retailers, being able to test multiple concepts virtually and share results with stakeholders before allocating budget is invaluable.
VR research works best when integrated with quantitative methods like surveys and purchasing data analysis. A grocery chain might use VR to test private-brand snack packaging, then validate findings through consumer surveys. This creates a holistic understanding of the customer journey, enabling brands to fine-tune product positioning and marketing messages.
Gaining a Competitive Edge
VR-enabled research helps private brands:
- Experiment with multiple design variations.
- Uncover purchasing drivers specific to their target audience.
- Develop products and marketing strategies that align with shopper expectations.
VR also enhances our design process. At Equator and SGK, we use VR headsets throughout the creative process, visualizing concepts on shelf before client presentations to optimize designs for disruptive shelf impact.
Taking VR to the Next Level
VR technology is transforming how private brands develop and launch products. As systems become more sophisticated, the possibilities will expand further. Private brands embracing VR will be better positioned to innovate quickly, reduce costly mistakes, and deliver products that resonate with their target audience.
