nonoesciipr oice luiloing in Appleron, \isconsin.

Tle cav-
einous ioom also earuies a !-slapeo looi-ro-ceiling scieen
rlar ie-cieares in vivio oerail inreiiois o rle lig ieraileis rlar
sell rle company`s piooucrsa rool rlar rle company will use
in piesenrarions ro execurives in lios ro win slel space. A sepa-
iare aiea is ieseiveo oi ieal ieplicas o sroie inreiiois, wlicl can
le cusromizeo ro marcl rle looiing, liglr ixruies, ano slelves
o ieraileis sucl as Taiger Coip. ano \almair Sroies !nc.
As rle iagmenreo relevision maiker iaises ooulrs alour
rle eecriveness o riaoirional aos ano comperirion oi slel
space incieases, manuacruieis ano ieraileis aie inrensiying
rleii ocus on ways ro ger consumeis` arrenrion wlile rley
aie in rle sroie.
Tle eoirs go well leyono rle usual caioloaio oisplays
ano sample lanoours. A gioup incluoing manuacruieis
Piocrei & Camlle Co., Coca-Cola Co., ano Ceneial Mills
!nc., ano ieraileis Kiogei Co. ano \almair announceo rle
iesulrs o a resr rlar riackeo sloppeis` movemenr in sroies us-
ing a comlinarion o iniaieo leams ano luman olseivarion.
ielsen Co. plans ro synoicare sucl oara ano sell ir ro
clienrs, mucl as ir ooes wirl relevision iarings.
By engaging ouiselves ano oui cusromeis in rlis viirual
woilo, we can spaik lerrei ioeas ro impiove rle slopping
expeiience ano collaloiare on new piooucr conceprs ano in-
novarions, says Ramin !lvaz, Kimleily-Claik vice piesi-
oenr o oirl Arlanric !nsiglr, Sriaregy ano Ciowrl.
Kimleily-Claik says irs sruoio allows ieseaicleis ano
oesigneis ro ger a asr ieao on new piooucr oesigns ano ois-
plays wirlour laving ro srage ieal-lie resrs in rle eaily srages
o oevelopmenr. oing rle ieseaicl in a winoowless lase-
menr, iarlei rlan an acrual resr maiker, also avoios ripping
o comperirois eaily in rle oevelopmenr piocess.
\e`ie riying ro resr ioeas asrei, cleapei, ano lerrei,
says Ramin !ivaz, a vice piesioenr ar Kimleily-Claik ocus-
ing on sriaregy.
Beoie, new piooucr resring rypically rook eiglr monrls
ro rwo yeais. ow, rlar rime is cur in lal, le says. Piojecrs
rlar resr well wirl rle viirual-iealiry rools will le asr-riackeo
ro ieal-sroie riials, Mi. !ivaz says.
nce piooucr oesign oprions lave leen oereimineo,
Kimleily-Claik liings ierail execurives inro rle sruoio so
rley can see low rle new piooucr woulo acrually look on rle
slel ano ir in wirl rle exisring assoirmenran impoiranr
acroi in oecisions rle ieraileis make on space.
Tle company oeclineo ro ieveal low mucl ir spenr ro
luilo rle Appleron sruoio. \e maoe a signiicanr invesr-
menr in rle sruoio ano expecr ir will yielo a posirive ieruin
wirl oui cusromeis in rle uruie, a spokesman says.
Tle larrle oi slel space is acceleiaring as consumei-
piooucrs companies lave inrioouceo moie ano moie new
piooucrs. Meanwlile, ieraileis aie cluining our moie o
rleii own piivare-lalel piooucrs. Tle iare o new-piooucr
launcles las giown sreaoily since 2OOO, wirl moie rlan
+O,OOO new packageo-gooos inriooucrions in 2OO7, says Tom


sing a new rool oevelopeo ly Kimleily-Claik
Coip., a woman srooo suiiounoeo ly rliee scieens
slowing a sroie aisle, a ierina-riacking oevice ie-
coioing lei eveiy glance. Ar Kimleily-Claik, innovarion
ooesn`r srop wirl oeveloping moie-alsoilenr oiapeis oi
sriongei papei rowels. Tle consumei-gooos makei also is
using !T ro lelp ieraileis maiker ano sell piooucrsano nor
jusr rle ones maoe ly Kimleily-Claik.
Viirual iealiry reclnology las ouno irs ooring in many
inousriies ano applicarions, incluoing lealrl caie, auromo-
rive, ano aeiospace. ow, consumei gooos manuacruiei
Kimleily-Claik las incoipoiareo piopiieraiy viirual iealiry
reclnology inro irs new !nnovarion esign Sruoio, ano ir ex-
pecrs lig paylack iom irs reclnological leap.
Askeo ly a Kimleily-Claik ieseaiclei ro ino a lig lox o
!uggies aruial !ir oiapeis in size rliee, rle woman pusleo
oiwaio on a lanole like rlar o a slopping cair, ano rle vioeo
simulareo lei piogiess oown rle aisle. Sporring rle oisrincrive
ieo packages o !uggies, sle ruineo rle lanole ro rle iiglr ro
ace a oizzying aiiay o oiapeis. Arei pusling a lurron ro ger
a kneeling view o rle slelves, sle ieacleo oiwaio ano rappeo
rle scieen ro pur rle lox sle wanreo in lei viirual cair.
Kimleily-Claik lopes rlese viirual slopping aisles will
lelp ir lerrei unoeisrano consumei lelavioi ano make rle
resring o new piooucrs asrei, moie convenienr, ano moie
piecise.
Tle molile resring unir is usually laseo in a new ligl-recl
sruoio rlar Kimleily-Claik complereo in rle lasemenr o a

Toiu !anai/Reureis/!anoov.





Vieilile, oiiecroi o Piooucrscan nline, maiker ieseaicl
iim aramoniroi`s oaralase o new piooucrs.
!owevei, Kimleily-Claik is pairiculaily enrlusiasric
alour low rle oesign cenrei can lelp irs ierail pairneis im-
piove rleii in-sroie oesigns ano meiclanoising. !oi example,
using rle viirual iealiry reclnology ano K-C SmairSrarion,
rle manuacruiei can cieare sroie mooels, allowing ieraileis
ro envision lyporlerical sroie oesigns ano meiclanoising
conceprs. !ikewise, eye-riacking reclnology in rle ligl-recl
kiosk allows rle sruoy o consumeis` ieacrions in simulareo
slopping serrings ro oereimine low oieienr enviionmenrs
oi packaging aecr luying oecisions.
!nsioe rle cenrei`s viirual iealiry rlearei, visirois aie sui-
iounoeo ly scieens on wlicl ieai-piojecrion equipmenr ois-
plays viirual images poweieo ly applicarions iunning on
eiglr !ewlerr-Packaio ligl-eno iack-mounr PCs. Tle sys-
rem`s 3- capaliliries weie oevelopeo wirl ReoorSquaie.
Sensois emleooeo in rle walls, ceilings, ano looi oerecr rle
visirois` movemenrs, riack rleii locarions, ano can even rell
exacrly wlar rley`ie looking ar, says Kuir Sclweirzei, oiiec-
roi, !T lusiness pairnei oi maikering, sriaregy, ano innova-
rion. Tlis allows rle sysrem ro uirlei immeise visirois ly
making rlings lappen aiouno rlem, sucl as opening a oooi
neai wleie rley`ie sranoing oi clanging rleii peispecrive on
wlar`s going on, le says.
Tle cenrei lers sroie manageis use mulriple senses ano
nor jusr visualizarion ro assess piooucr oisplay eecriveness,
Sclweirzei says. Tle ionr scieen o rle immeision cenrei is
moie rlan 2O eer wioe ano is lankeo ly rwo sioe scieens
rlar iesr ar +5-oegiee angles, ciearing a wiapaiouno eecr.
Tle wings can move inwaio ro 9O-oegiee angles, oim-
ing a rliee-sioeo lox. \len you srep inro rlar 8-oor-ligl
plysical space, rle woio immeisive rakes on a wlole new
meaning, Sclweirzei says.
To sell ieraileis on new piooucrs, manuacruieis aie ie-
vealing moie alour rleii piooucr pipelines ro oium up inrei-
esr eaily on. vei rle pasr seveial monrls, Kimleily-Claik
says ir las liouglr in execurives iom majoi clains, incluoing
Taiger, \almair ano Kiogei, ro see rle Appleron aciliry.
Kimleily-Claik uses rle oara iom irs viirual-iealiry resrs wirl
consumeis ro rour low piooucrs in oevelopmenr peioim.
!r no longei woiks ro slow up on a ierailei`s oooisrep
wirl youi new piooucr ano say, !sn`r rlis pierry?` Mi. !ivaz
says. \e neeo ro le an inoispensalle pairnei ro oui ierail-
eis ano slow we can oo moie oi rlem.
\len gioceiy clain Saeway !nc. askeo irs majoi manu-
acruieis oi oisplay suggesrions ro lir riaic rliougl irs
cenrei aisles in lare 2OO5, Kimleily-Claik useo an eaily vei-
sion o rle viirual-iealiry mooeling reclnology ir was oevel-
oping oi rle new sruoio ro pircl oi moie ioom oi irs
!uggies oiapeis ano orlei laly piooucrs. Tle company
cieareo rliee-oimensional mooels o a sroie oisplay rlar ie-
semlleo a nuiseiy, complere wirl a gianr, coloiul larlrul.
Tle company lao consumeis navigare rle sroie viirually,
resring low easily rley coulo ino ceirain irems in rle aiea.
\e laon`r seen rlar rype o reclnology applieo ro rlar
rype o riaoirional meiclanoising ano sroie oecoi leoie,
says Miclael Minasi, Saeway`s piesioenr o maikering.
\len ir resreo rle oisplay insioe irs sroies, sales o irems in
rlar secrion incieaseo. eveirleless, in rle eno, iealiry ser
limirs. Some o rle oecoi ano oecoiarion componenrs weie
easiei ro oo viirually rlan rley weie ro oo in rle ieal woilo,
mosrly iom a cosr ano implemenrarion sranopoinr, Minasi
says. !owevei, a veision o Kimleily-Claik`s concepr was
pur in place ar a lanoul o Saeway sroies.
!n rle sroie-mooel secrion o irs new sruoio, Kimleily-
Claik goes ro elaloiare lengrls wirl irs ie-ciearions aimeo ro
impiess ierail execurives. nce, rle company ieaoieo rle sru-
oio oi visirois iom Taiger. Tle sroie`s lianoeo slopping
cairs weie lineo up ar rle oooiway, nexr ro a srano loloing ie-
cenr Taiger sales lieis ano a aux ATM. Sranoing lelino a
plaimacy counrei was a Kimleily-Claik employee ourirreo in
a lal coar wirl a Taiger logo. Taiger`s sranoaio wlire riles cov-
eieo rle looi, irs leige liglr ixruies lung alove, ano Taiger
sroie slelves weie ully srockeo wirl oiapeis ano orlei laly
piooucrs maoe ly Kimleily-Claik ano irs comperirois.
\lar i you jusr spenr a lor o money on a package`s
slaoe o ieo lur ir ooesn`r look gooo in rleii sroie? says
on Quigley, piesioenr o Kimleily-Claik`s consumei sales
ano cusromei oevelopmenr, oirl Ameiica. Tlis is wleie
you can spor rlar, leoie you slip a single case o piooucr.
Souice: Aoapreo iom !llen Byion, A Viirual View o rle Sroie Aisle,
crolei 3, 2OO7, Jill Jusko, Kimleily-Claik !mliaces
Viirual Realiry, ecemlei 1, 2OO7, ano Maiianne Kollasuk
McCee, !noimarion\eek 5OO: Kimleily-Claik`s Viirual Piooucr emo
Cenrei Yielos Real !oeas on !ow ro Sell Moie Piooucrs, ,
Sepremlei 17, 2OO7.
\lar aie rle lusiness leneirs oeiiveo iom rle reclnol-
ogy implemenrarion oesciileo in rle case? Also oiscuss
leneirs orlei rlan rlose explicirly menrioneo in rle case.
Aie viirual sroies like rlis one jusr an inciemenral inno-
varion on rle way maikering resrs new piooucr oesigns?
i oo rley lave rle porenrial ro iaoically ieinvenr rle
way rlese companies woik? !xplain youi ieasons.
\lar orlei inousriies coulo leneir iom oeploymenrs
o viirual iealiry like rle one oiscusseo in rle case?
!eaving asioe rle cosr o rle reclnology, wlar new
piooucrs oi seivices coulo you envision wirlin rlose
inousriies? Piovioe seveial examples.
\lar is rle cuiienr curring-eoge reclnology in viirual
iealiry, ano low aie companies using ir? Co online ro
ieseaicl rlis ropic ano piepaie a piesenrarion ro slaie
youi woik.
\irl reclnologies like rlese, will consumeis enriiely
oo away wirl ieraileis somerime in rle uruie, slopping
only rliougl viirual iepiesenrarions o a ierail sroie?
\ill consumeis even wanr ir ro look like a ierail sroie?
Bieak inro small gioups ro piopose aigumenrs oi ano
againsr rlese quesrions.