Kantar and SMI Link for Virtual Shopping Launch

Shopper insight specialist Kantar Retail has partnered with eye tracking firm SensoMotoric Instruments (SMI), to create a virtual shopping experience that provides shopper data via a controlled environment.

The technology uses the Samsung Gear VR head-mounted display (HMD) modified with SMI's eye tracking platform, to provide real-time information about a shopper's visual attention in a virtual store.

The firms say this 'total 360° immersion' system reveals new insights as to how consumers react to signage, displays, products and packaging, and resulting information can be used to optimize marketing campaigns, product launches, category reviews and merchandising solutions.

Web sites: www.kantarretail.com and www.smivision.com .