Even if they are not precursors in the field, where players such as Procter and Gamble or Intel have been using VR technologies for years, Walmart has seriously begun virtual shopping development with Chicago based IRI's solutions.

Store simulations, in which consumers shop in virtual environments in order to provide precious information to retailers and manufacturers, have become a standard tool used in market research. Smaller players, better technology and lower prices, or even features using EKG and brainwave measurements to analyse consumer's reactions while in front of a product on a shelf, are making virtual shopping more and more accessible and money-saving.

Since more or less a year ago, IRI is offering their clients (who don't tend to develop an in-house solution, like P&G does, for example) a wide panel of services. Using software from Vision Critical, they are establishing as one of the leaders in this industry segment. Segment quite promising and profitable, considering their list of clients, the problems CPG have in this period to adapt to the ever-changing environment, and the fact that a cost of a virtual store development can go from $30 thousand up to more than $1 million.

A video demo of a Walmart virtual store can be seen here.

[ via Brandweek ]