How virtual reality is helping brands overhaul the shopper experience

In the latest instalment of Digital Decoded we take a look inside Kantar Consulting’s Retail VR Lab, which uses virtual reality to recreate and enhance the shopper experience.

It’s no secret that retailers are struggling to cope with a rapidly evolving shopping landscape, with brands such as Marks & Spencer and House of Fraser set to close stores and other high street stalwarts shutting their doors for good. But consumer goods brands are also feeling the pressure with more competition than ever before.

Overhauling the retail experience and testing out how new products fare on the shelves can be expensive and timely but brands are increasingly using virtual reality to trial options before putting their plans into action.

In the latest instalment of Marketing Week’s Digital Decoded series, Cedric Guyot, CEO of virtual reality at Kantar Consulting, explains how brands like Unilever and L’Oréal are using virtual reality to enhance the shopper experience.

Marketers are able to view 3D renderings of proposed packaging or displays in a mock up of a real retail environment, before new ideas are then tested with focus groups.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here