极端的现实

2020年6月10日

引入尼尔森的新的虚拟智能解决方案套件尼尔森全球推出了其虚拟智能解决方案套件连接到美国市场。这个虚拟套件包括三个不同的solutions-Nielsen SmartStore,首先,身临其境的虚拟现实设计将店内测试工具;尼尔森SmartShelf下一代虚拟零售货架和planogram测试;尼尔森SmartShopper、交互式增强现实引发顾客的营销工具,帮助发现店内购物行为。在这个版本中,尼尔森将最新的极端现实和游戏技术购物者的前沿研究。尼尔森SMARTSTORE SMARTSTORE是唯一在美国这样的解决方案日用消费品(CPG),使制造商和零售商来创建和测试定制,店内购物在一个动态模拟和场景,3 d, 360度的总存储环境。SmartStore前所未有的身临其境的模拟现实的质量是一个新的道路铺平道路的CPG工业测量、评估和优化一系列零售概念,包括多个货架布局和位置、销售点(POS)的设计,提升显示器,甚至整个商店的设计包装选项。跟踪除了眼部运动,SmartStore在购物者提供了一个读头,眼睛和脚的动作,除了提供一个3 d热图的商店,货架或通道。精确,360度控制器和耳机跟踪、现实的图形,定向音频和高清触觉反馈,SmartStore模拟现实的第一人称运动和活动均超逼真,虚拟世界。 The unique “playback” function allows users of this tool to review the in-store shopper journey and tag possible problem moments for review, converting observations into actionable insights. Within the playback function, researchers can also choose to ask test shoppers qualifying questions as to why they chose or reacted in a certain manner at the shelf, giving retailers and manufacturers new, richer insights into elements such as merchandising, pack ingredients or marketing and promotional activities. NIELSEN SMARTSHELF In a time of great retail and shopper disruption, virtual planning is a tech-forward way for companies to navigate the new normal of in-store planning. Through a collaborative alliance with InContext Solutions, an established player in 3D simulation software, Nielsen SmartShelf in the U.S. will produce a fully realistic shopper experience in a dynamic, virtual, online environment. SmartShelf allows companies to continue to safely and quickly design and test aisle, category and shelf scenarios, without physical store testing. Using passive data and active survey insights, companies are able to gain a better understanding of the how, what and why behind at-shelf shopping behavior, to strategically plan and effectively create the most optimal shelf design for today’s shopper needs. Powered by InContext’s industry-leading 3D virtual simulation software for retail environments and Nielsen’s CPG data, insights and analytics, SmartShelf has the ability to test numerous, iterative scenarios and size the value of the shopper impact on brand and category. NIELSEN SMARTSHOPPER For today’s marketers, the latest edition of SmartShopper, which will be available in July, will enable companies to identify and uncover in-store shopper behaviors. Fueled by the latest in augmented reality, this smartphone enabled, shopper marketing tool allows for product images, in-store marketing artwork, seasonal or special event concepts to be tested by shoppers in-store using interactive gaming technology. “With the pace of unprecedented change occurring within today’s shopping landscape, it is imperative for companies to stay ahead of consumers and anticipate their needs,” said Susan Dunn , President, U.S. Sales, Nielsen. “Nielsen’s virtual suite of SmartStore solutions capitalizes on new technology to dramatically increase the speed and reduce the costs of testing new concepts for brands, allowing them to get real, personal consumer feedback at scale, in a safe environment. Understanding shoppers is more important than ever, and this latest launch represents the next step in our commitment to shaping a smarter market for our clients.”