Shaping Retail with
Virtual Store Simulations

The answers to these questions and other rationale for the emergence of virtual store simulations as a reliable source of marketing research are outlined in a special report from the In-Store Marketing Institute.

"Using virtual store simulations will provide actionable results that you can take to your retail partners," says Cathy Allin, CEO of Decision Insight, one of the suppliers highlighted in the report, Shaping Retail: The Use of Virtual Store Simulations in Marketing Research and Beyond.

Using computer-driven store simulation for market research is becoming more common among trading partners. The report outlines the advantages of these simulation tools and includes capabilities of the key providers.

If conducted properly, virtual store tests can deliver:

• A more accurate representation of at-shelf product selection and other shopping behaviors than traditional methods of consumer research
• A faster, more cost-efficient alternative to in-store tests

In the context of shopper marketing, the report presents virtual store simulations as an indispensable tool for understanding in-store behavior and designing merchandising programs that truly meet consumer needs.

The In-Store Marketing Institute describes Decision Insight (DI) as "the purest research house among the leading virtual shopping suppliers."

DI's process also combines quantitative and qualitative methods to identify the "why" behind shopping behavior. After the virtual shopping trip, respondents can participate in qualitative interviews (via DI's partnership with iModerate) to dig deeper into the motivations behind specific actions; by engaging shoppers in one-on-one "chats" with a live moderator once their shopping trip is complete, DI discovers the "why" behind shopping behavior . Mike Pishvanov, associate director of shopper insights at McNeil Consumer Healthcare, says these "poor man's shop-alongs" are one of DI's key deliverables.

The ability to consistently correlate results to syndicated sales data at .89 or better gives validation to DI's SimuShop® virtual shopping solution.

"Having research at our core, and combining design and technology in the same shop, leads to a strong team-based understanding of business drivers, tight communication for tight time frames, and clear accountability," sums up Allin of Decision Insight.

Decision Insight is pleased to be included as one of the leading providers of virtual store simulation. Inside this Industry Insights paper you'll find out which virtual shopping solution is right for your research needs.

Contact Leslie Downie to get a copy. Or call us at 800-800-2124.