New Staff and US Plans for Virtual Store Trials

In London, retail scenario testing firm Virtual Store Trials (VST) has appointed long-time industry execs Helen Davis and Charlotte Kiddle as Account Directors, to lead partnerships with FMCG retailers and CPG brands. The company is also planning to open a US office next year.

Founded in 2016 by former dunnhumby exec Nick Theodore, London-based VST creates virtual stores to help retailers assess the at-shelf outcome of any assortment change, and test retail layouts, replacing the need for traditional in-store trials. Its solutions can be used for shelf and pack testing, macro-space optimization, planogram visualization and automated planogram builds using artificial intelligence (AI). Last month, former ESOMAR President Dan Foreman made an undisclosed investment in the company.

Davis joins from demographic and market information firm CACI, where she served as a Senior Consultant. Prior to this she was Global Customer Manager at food and grocery industry research and training charity IGD, and Account Director at customer insights specialist Symphony EYC. Kiddle was previously Head of Quant at The Source Insight, having earlier spent a decade at Brainjuicer (now System1 Research), latterly as Deputy UK MD. She began her career at TNS/NFO.

Commenting on the appointments, Theodore said: 'We're excited to have Helen and Charlotte join us to lead our relationships with brands and retailers. Their experience of advanced research methodologies, science and technology are a perfect fit to help our partners win with shoppers. With innovations incoming, including predictive pack-testing and planogram analytics, and a view to open our US office in 2021, Helen and Charlotte are joining at an exciting time'.

Web site: www.storetrials.com .