Understanding Consumer Response to Category Management Through Virtual Reality

\ew York, October 28,1997 CATEGORY MANAGEMENT IS BECOMING a common business practice in the consumer packaged-goods industry. However, few research tools exist to bclp manufacturers and retailers study the impact of category management initiatives. This paper presents a virtual reality shopping simulation, known as Visionary Shopper* ,̂ which allows us to consider the sales impiications of changing product assortments and layouts in the store, without the cost, timing, or difficulties of in-sfore testing. A series of examples of how this system htis been used are presented.