Business Objective: A UK-based manufacturer wanted to educate their key retailers on the small amount of products within the baby food category that are considered to have natural and/or organic ingredients, versus the majority of products made up of ingredients deemed “unwholesome.” UK grocery

Business Functions Impacted:
Category Management
Marketing
Buyer

Business Situation: A baby food manufacturer in the UK wanted to demonstrate to key retailer partners that they should consider a larger shelf assortment of natural and organic baby food products within the baby food category. They wanted to be able to educate retailers on ways to shift the balance on the shelf to favor products with “healthy” ingredients versus those that are deemed to be “unwholesome” (ie. too much sugar, processed, or low nutritional value), by helping them visualise how that would look in an impactful way.

ShopperMX™ Approach & Analysis

The manufacturer decided to leverage InContext’s mixed reality platform, ShopperMX™, to create immersive VR experiences that would allow their retail partner to better understand their suggestions for additional SKUs on the shelf. They created six unique virtual experiences, customised to each retailer partner. Through a virtual head-mounted display, users were sent into an immersive virtual shopping exercise, where they were able to walk through the store and view two unique POGs, four unique FSDUs, and features to customise the store look and feel, including adjacent bays and wallpaper.

The brand team also created six educational experiences within an aisle, where specific SKUs were highlighted (negatively and positively). When selected/picked up, an info board appeared next to selected product, highlighting elements ingredients and other insights. Lastly, they were able to create six unique Best Practice POS visualisations. New products were able to be merchandised and the aisle was made to look like each specific retail partner, all within a virtual environment. 

Key Takeaways

Being able to make these recommendations in such a unique and impactful way helped them achieve two major two major goals:

  • Provided retailers with in-depth, actionable insight on the types of “bad” foods that are representing a category that they felt should be very natural and full of good ingredients.
  • The utilization of such advanced, innovative technology allowed them to compete with much larger international brands, and brand themselves as a thought-leader in the space.