Micro markets are the retail of the convenience services industry. Operators who place and service micro markets are able to look at shopping and merchandising tips from grocery stores and other food retailers, such as the results of a new collaboration of three companies which resulted in a mobile virtual reality headset with embedded eye tracking technology that revealed how consumers interact with brands and signage.
The collaboration was between Accenture, Qualcomm Technologies, Inc., a subsidiary of Qualcomm Incorporated and Kellogg Company. Launched around the new Pop Tarts Bites product, the mobile VR provided support for a different conclusion than when traditional consumers behavior is measured. According to the press release, "The mobile VR eye-tracking solution provided far deeper behavioral data than standard testing, which typically relies on online surveys and in-home user tests, In fact, this new data led to an entirely different merchandising conclusion than what was determined by traditional methods. Rather than placing Pop Tarts Bites on higher shelves, which conventional testing indicated was where consumers expected to find new products, the VR solution demonstrated that optimal placement for the new product was on lower shelves. This led to an increase in brand sales of 18 percent during testing."