Procter and Gamble is one of the most innovative companies in the retail world and often the first to pioneer emerging technologies. We first worked with them in 1999 on a ‘proof of concept’ project which allowed them to research shoppers’ reactions to a new Mall Kiosk concept they had developed.
After that success, they commissioned us to develop an experimental ‘Virtual Store’, called ‘Spa Lore’, which was our first real opportunity to design a commercial application, purpose-built for the in-depth study of Shopper Behavior.
P&G wanted to research consumers’ potential interest in a new range of personal products. Traditional grocery outlets were rejected as inappropriate hosts for this project. Instead, they preferred the idea of an in-mall specialist store. They wanted to create a unique shopping experience; one which would educate consumers as well as offer them a relaxed atmosphere in which to explore, seek advice on and purchase the products, as part of a holistic personal ‘treatment’. [...]
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