DNP Enhances 3D Virtual Store Display Service for Marketing Survey

Dai Nippon Printing Co., Ltd. (DNP) has introduced Virtual Reality (VR) technologyinto an existing research service that reproduces a virtual store display environmentto enhance and relaunch the service in a new format.

With the new service, users can construct a virtual store display environmenton their computer screens, and as part of the research function will be ableto move freely between display shelves, and pick up displayed products to readthe instructions on the packaging, in much the same way that consumers do inreal store situations.

[Background]

Recently, makers of foods and daily necessities have put efforts into marketingresearch including more effective product development and sales floor creationin order to discriminate their products from those of their competitors. Marketingresearch has been conducted at real sales floors, in an attempt by each companyto discover how they can persuade consumers to pick up their products, and howto produce products that consumers want to purchase. Given the constraints ofneeding to actually prepare products and gain the cooperation of participatingstores, however, this has led to demands for a service that provides a moreconvenient and effective marketing test.

In answer to these demands, DNP developed a service that made it possiblefor users to reproduce on their computer screens virtual sales floors that includeexamples of products, such as those undergoing packaging renewal or those newlylaunched, allowing companies to gather large volume data in a timely mannerrelating to the consumer purchasing process, and purchasing psychology.

[New Service Functions]

• With the new service and its enhanced functions, users can constructa virtual sales floor environment on their computer screens.
• The virtual sales floor is displayed in 3D, making it possible to movefreely between display shelves, and pick up displayed products to read theinstructions on the packaging. As a result, it is possible to conduct researchin the same way as in real store situations.
• In addition to carrying out simulated purchases via the worldwide web,by having consumers take part in questionnaires, it is also possible tobecome aware of the consumer purchasing process, and purchasing psychology.With real store research conducted to date, it has been difficult to obtainsuch data in large volume, but with the enhanced service it is possibleto collect data from several hundred to several thousand people over justtwo days, making it possible to verify the effect of packaging or salespromotion materials designs in just a short time.
• By using 3D modeling technology, it is now possible to reproduce anysales floors and input design data into a 3D virtual sales floor and usethis in research, without the need to prepare new products, or existingproducts in new packaging, or produce sales promotion dummies.

[Pre-Tax Pricing]

Pre-launch market research service for products with renewed packaging: Approximately1.2 million yen

Service contents: Production of virtual store display shelves in two instances- pre- and post-packaging renewal. Display of approximately 20 kinds of productson virtual store display shelves. Deployment of 200 monitors to each virtualstore display shelf - or 400 in total. Data gathering, analysis, and productionof reports.

[Looking Ahead]

DNP aims for 100 million yen in FY 2020 from sales of the new service.

 

* Product prices, specification and service contents mentioned in this newsrelease are current as of the date of publication. They may be changed at anytime without notice.