Kellogg sees 18% sales bump through pilot for VR merchandising tool
By Sara Shaw • February 20, 2019
Kellogg tested a virtual reality merchandising solution around the launch of a Pop Tart Bites product with the intention gleaning deeper behavioral data through eye-tracking technology in a VR headset compared to its usual product testing. Through the pilot, Kellogg determined that placing the Pop Tart Bites on lower shelves was optimal, rather than on top shelves. The adjustment in placement led to an 18% increase in brand sales during the test, the company said.
The new solution combining immersive content, eye-tracking and analytics shows how VR still has rich potential for marketers when it comes to B2B functions and research like market testing.