Virtual reality supermarket

We create photorealistic virtual environments by capturing 360-degree images of real supermarket shelves and integrating them into an immersive VR world. Users navigate through these virtual aisles using VR headsets, experiencing shopping conditions that closely mirror reality. We can test various interventions such as shelf positioning, product placement, signage, and promotional displays to understand their impact on consumer choice. For example, in the Shifting Shelves project we test how different shop lay-outs can stimulate plant-based protein consumption.  

Using generative AI, we can rapidly co-design and iterate these changes with consumers, retailers, and other stakeholders. Our research demonstrates strong correlations between virtual and real-world consumer behaviour, ensuring that successful interventions translate effectively when implemented in actual supermarkets.