DNP Enhances 3D Virtual Store Display Service for Marketing Survey
Facilitates free movement between displays and the holding of products for improved evaluation of packaging and sales promotion materials designs
Dai Nippon Printing Co., Ltd. (DNP) has introduced Virtual Reality (VR) technology into an existing research service that reproduces a virtual store display environment to enhance and relaunch the service in a new format.
With the new service, users can construct a virtual store display environment on their computer screens, and as part of the research function will be able to move freely between display shelves, and pick up displayed products to read the instructions on the packaging, in much the same way that consumers do in real store situations.
Recently, makers of foods and daily necessities have put efforts into marketing research including more effective product development and sales floor creation in order to discriminate their products from those of their competitors. Marketing research has been conducted at real sales floors, in an attempt by each company to discover how they can persuade consumers to pick up their products, and how to produce products that consumers want to purchase. Given the constraints of needing to actually prepare products and gain the cooperation of participating stores, however, this has led to demands for a service that provides a more convenient and effective marketing test.
In answer to these demands, DNP developed a service that made it possible for users to reproduce on their computer screens virtual sales floors that include examples of products, such as those undergoing packaging renewal or those newly launched, allowing companies to gather large volume data in a timely manner relating to the consumer purchasing process, and purchasing psychology.
[New Service Functions]
- With the new service and its enhanced functions, users can construct a virtual sales floor environment on their computer screens.
- The virtual sales floor is displayed in 3D, making it possible to move freely between display shelves, and pick up displayed products to read the instructions on the packaging. As a result, it is possible to conduct research in the same way as in real store situations.
- In addition to carrying out simulated purchases via the worldwide web, by having consumers take part in questionnaires, it is also possible to become aware of the consumer purchasing process, and purchasing psychology. With real store research conducted to date, it has been difficult to obtain such data in large volume, but with the enhanced service it is possible to collect data from several hundred to several thousand people over just two days, making it possible to verify the effect of packaging or sales promotion materials designs in just a short time.
- By using 3D modeling technology, it is now possible to reproduce any sales floors and input design data into a 3D virtual sales floor and use this in research, without the need to prepare new products, or existing products in new packaging, or produce sales promotion dummies.
Pre-launch market research service for products with renewed packaging: Approximately 1.2 million yen
Service contents: Production of virtual store display shelves in two instances - pre- and post-packaging renewal. Display of approximately 20 kinds of products on virtual store display shelves. Deployment of 200 monitors to each virtual store display shelf - or 400 in total. Data gathering, analysis, and production of reports.
DNP aims for 100 million yen in FY 2020 from sales of the new service.