The context: Partnership between Retail VR and Enov

Presentation of the company : Enov

Enov is a "human centered" marketing and innovation research institute. The Enov team consists of 90 experts in Paris and Lyon. They work with major advertisers in various sectors in France and abroad. More specifically, on marketing and sales issues (understanding targets and markets, innovation, customer experience, communication...), whatever their target (BtoC, BtoB, BtoBtoC).their vocation: "Put your customers at the heart of your decisions and your organizations."

Presentation of the interviewee

Lambert Lagrevol is the managing director of Enov. He has been working for 20 years with FMCG accounts and retailers on the marketing and sales issues of brands and chains.

Enov's missions

1. Observe, dialogue and collaborate with consumers
2. Transforming insights and data into "actionable" information
3. Engage your brands and your teams around the customer

The issues of the studies: Partnership between Retail VR and Enov

What are your clients' motivations for conducting these studies?

Whatever their sector, our clients want to optimize the performance of the brand mix on the shelf and, more broadly, to build a categorical vision that impacts the "first moment of truth", in front of the shelf. Two types of clients turn to us to conduct these studies: - Retailers: to test a store concept, a corner or POS for example - Brands: for a merchandising test of an implantation, a pack test or an innovation launch

What benefits did you perceive on the client side?

For Retailers

Get to know shoppers better and understand their experience (or expectations!): Analyze how shoppers work so that we can offer them a product layout (in-store or online) that is in line with their logic.Test a new merch layout, a new point-of-sale concept: Increase the attractiveness of the department or point of sale and brand performance while making it easier for shoppers to choose and offering them a seamless experience.

For Brands

Reinforce the category discourse : Build a merchandising vision inspired by shoppers' opinions and address this argument to retailers.Evaluate/optimize the performance of the product/range mix on the shelf by testing different packaging options.Measure the performance of a new product/range before launch by modeling the choice shares/sales volumeTheVirtual Shopper eXperience is an innovative 3D reconstruction solution without headphones, for virtual shopper testing at home, accessible via a simple link.The main goal: To immerse consumers in a realistic and ultra-agile experience!

The added value of our partner Enov

What defines Enov's approach? How do you differentiate yourself?

We work differently. In this changing world, we believe in working together and differently with our clients, with consumers and with our teams. More agility, more interaction, more co-creation, thanks to hybrid, customized research tools. The Virtual Shopper eXperience is a perfect illustration of our conviction!

What is the contribution of virtual reality to shopper research?

Our aim is to use VR to offer immersive research experiences to shoppers, in order to provide our customers with more reliable & predictive answers. We immerse our shoppers in an ultra-realistic environment, as close to real life as possible, to collect more behavioral data (and go beyond what our consumers say).our Virtual Shopper eXperience tool was born thanks to the partnership- of the best in insight: ENOV- of the best in Retail tech: Retail VR

What benefits did you perceive on the client side?

The first benefit is RELIABILITY. The results of our virtual fields are consistent with the real performance in the category. The second benefit is SPEED. In a few weeks, the client has a clear and well-founded go/no-go for his distributors. Moreover, he has an operational recommendation on the optimizations to be made on the pack or on the implementation.
The third advantage is undeniably the AGILITY. Virtual reality gives the possibility to test numerous lanes (pack or layout), to modify them at the last minute or to add an additional lane a few days before the launch of the field.
The fourth asset is the ITERATIVE. This technology makes it possible to easily and quickly repeat and improve "point of sale" tests, in particular by co-developing new lanes with the employees concerned

News : Partnership between Retail VR and Enov

Our Virtual Shopper eXperience is an award-winning innovation at the 8th Night of Connected Commerce 2021, with a Gold Trophy received in the category "Most Innovative Solution in Retail."

Retail VR and Enov regularly speak about virtual shopper journeys, as at Marketing Week, POPAI, Digital Retail Days, etc.

https://youtu.be/1CPbJf-2Y48

Want to know more about virtual reality?

Want to know more about virtual reality? Download the free white paper "The contribution of 3D in retail".