Coca-Cola Enterprises (CCE) has launched a research centre which uses virtual reality software to create interactive shopping experiences.
The software, by Red Dot Square Solutions, allows researchers at the CLIC (Collaboration, Learning and Insights) Centre in West London to replicate the shopper experience in a range of environments, including food service outlets, and monitor responses.
The technology has the ability to track users' eye movements, which enables a much deeper insight into the specific triggers and barriers that can influence a shopper's purchase.
Craig Smith, vice-president marketing and strategic planning at CCE said: "The new virtual store technology enables us to test different ways of invigorating the shopping experience and use these findings to demonstrate the impact of different initiatives with our customers."