A traditional grocery environment
simulated within the Virtual Display Case application
For manufacturers and marketing analysts, VR technology allows the creation of "virtual marketplaces," where would-be consumers can "shop" in a variety of circumstances and conditions. The size, shape, arrangement, and packaging of products can be easily modified to yield timely and economical market feedback.
The AVL has joined with the Customer Interface Group in the Kelley School of Business to realize a concept known as the Virtual Display Case - a system that can simulate store displays ranging from traditional shelf arrangements, to creative special promotions to fantastic "retail theater" environments. This application was featured at the International Mass Retail Association Conference and is a prototype of a system which may eventually help traditional retailers offer the convenience, variety, information, and specialized marketing which consumers enjoy with electronic commerce.
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