This is an amazing use of digital and virtual technology to examine consumer habits. Kimberly Clark has a whole design studio dedicated to creating virtual stores that can analyze every movement a consumer makes, from glancing at objects to navigating through a store. The technology is so cool and cutting edge, I am impressed they are willing to openly discuss such a competitive advantage!
This virtual technology is an excellent example of marketers who are looking for superior metrics that help them really understand what makes someone buy their product. Previously companies relied on focus groups and consumer surveys, which left lots of room for error, since most people have a hard time explaining why they shop the way they do. Now the marketers don't have to worry about things getting "lost in translation" because the technology can capture all the internal triggers that consumer forget to mention.
With technologies like these, companies will continue to want more and more effective, accurate metrics. This example shows that the trend in more advanced marketing methods is not the future, but the present for high performing companies.
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