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Paradigm Shift of Virtual Shopping |
It happened.
It just sort of snuck up on us, but it definitely happened.
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It took several years, but virtual shopping has gone mainstream!
So, what makes us different?
Above all else, the key difference is that we are researchers first. We didn’t develop a technology in search of an application. We are researchers who recognized several years ago that a virtual shopping platform could strengthen our metrics. So, we developed the platform to support the research that we were already doing.
And, with several years of experience across multiple categories and channels, we are continuing to refine/strengthen our capabilities and to develop new applications.
Just in the past year, we have used virtual grocery stores, drug stores, convenience stores, supercenters, fast food restaurants and casual dining restaurants to test the impact of new strategies for our clients.
And it is working! Some fascinating cases in the past year:
- SKU Rationalization
We helped a category leader demonstrate to their largest retailer that they could eliminate 15% of SKUs on the shelf and still maintain sales (while reducing complexity, increasing efficiencies for both the manufacturer and the retailer, and addressing out-of-stock issues).
- Package Testing
Extensive qualitative research led a client to develop several new packaging treatments for its line of products. While the new treatments achieved the objective of better communicating key messaging, our virtual shopping platform discovered that the new treatments went too far in de-emphasizing the brand logo… and, as a result, users could not find it on the shelf. They came back with a second attempt that met their messaging objectives and sales objectives.
- Competitive Threat
A client designed a new product in an emerging category to compete directly with key competitors. Although the product performed well, our virtual shopping platform demonstrated the risk in introducing the new product, because instead of attracting consumers away from their rivals, it primarily cannibalized from its own higher end offer. The trade-down would have resulted in a loss in overall revenue for the portfolio.
- Menu Optimization
A major restaurant traditionally used in-market tests to evaluate menu changes. Using A la Carte, our online menu system, we helped them identify a revamped menu (manipulating placement of key items) that could increase average ticket price AND increase satisfaction with the restaurant’s selection. And, the online system saved time and dollars for the company.
- Aisle Layout/Product Placement
In a highly competitive category with sales driven by impulse purchase, we demonstrated that a category leader could create a win-win proposition by simply re-organizing existing products on the aisle. We identified a strategy that would increase sales for the brand and significantly increase satisfaction with the retailer’s aisle.
These are just a few of many stories that our virtual shopping platform contributed to.
For more information about using Virtual Shopping, call or e-mail Brad Barash (800.800.2124 x216).
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