Accenture, Qualcomm and Kellogg team up to create eye-tracking VR solution for retailers

By Laura Mullan
Accenture, Qualcomm and The Kellogg Company have teamed up to create a virtual reality (VR) merchandising solution that determines the best way for reta...

Accenture, Qualcomm and The Kellogg Company have teamed up to create a virtual reality (VR) merchandising solution that determines the best way for retailers to stock their shelves.

Using eye-tracking technology and mixed reality software, the VR headset immerses consumers in a full-scale, simulated store.

The technology then allows the headset wearer to move through the store, shop, pick up products and place them carts.

It also monitors what consumers look at, for how long and why. This allows companies to reach more geographically dispersed consumers and conduct market research more effectively.

SEE ALSO:

The solution was tested in collaboration with the Kellogg Company and showed the optimal placement for its new product line.

Kellogg said this resulted in an increase in brands sales of 18%.

“Our VR merchandising solution has the potential to transform product placement by examining consumer buying behaviour in a holistic way,” said Raffaella Camera, global head, Innovation & Market Strategy, Accenture Extended Reality.

“By combining the power of VR with eye-tracking and analytics capabilities, it allows significant new insights to be captured while consumers shop by monitoring where and how they evaluate all products across an entire shelf or aisle.

“Ultimately, this enables product placement decisions to be made that can positively impact total brand sales, versus only single product sales.”

Accenture's Extended Reality practice developed the solution using a Qualcomm VR reference design headset that was powered by Qualcomm’s Snapdragon 845 Mobile VR platform.

The solution also features embedded eye-tracking and mixed reality software from InContext Solutions as well as eye-tracking data analytics capabilities from Cognitive3D. 

Share

Featured Articles

ESG needs a rethink: Technology holds the key

Sunil Rana, Founder and CEO of Vyzrd, the AI powered analytics platform, says discourse around ESG must change for integration and to gain traction

Klick Health: keeping transformation efforts consistent

Kreshnik Mati, Vice President, Technology at Klick Health joined TECH LIVE LONDON to discuss the importance of consistency in change management

Deepak Paramanand on ethical artificial intelligence

Deepak Paramanand, Executive Director of AI Research and Product Management at JP Morgan joined TECH LIVE LONDON to discuss ethical AI

How Red Bull & Oracle are already winning with data

Data & Data Analytics

Exec Q&A: Alex Cruz-Farmer, Cisco ThousandEyes

Enterprise IT

Cloud & 5G - Day 2 highlights from the in-person stage

Cloud & Cybersecurity