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OCT 2007

A Virtual View of the Store Aisle†

Kimberly-Clark and Others Track Shoppers in New Ways; Finding Huggies on the Shelf

Wall Street Journal, October 3, 2007 — Using a new tool developed by Kimberly-Clark Corp., a woman stood surrounded by three screens showing a store aisle, a retina-tracking device recording her every glance.

Asked by a Kimberly-Clark researcher to find a "big box" of Huggies Natural Fit diapers in size three, she pushed forward on a handle like that of a shopping cart, and the video simulated her progress down the aisle. Spotting Huggies' red packages, she turned the handle to the right to face a dizzying array of diapers. After pushing a button to get a kneeling view of the shelves, she reached forward and tapped the screen to put the box she wanted in her virtual cart.

Kimberly-Clark hopes these virtual shopping aisles will help it better understand consumer behavior and make the testing of new products faster, more convenient and more precise

Category: Marketing Strategy
Tags: Kimberly-Clark, Channel Strategy, Consumer Insights, Research, Virtual World

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