Nestlé is working closely with retailers in a number of countries on studying the customer behaviour in store as well as after the purchase is made to be able to better serve the customer and improve the overall purchasing experience. For this purpose, the brand has built a number of Virtual Shopping Centers that serve as a base for shopper behaviour research conducted with help of cutting-edge digital technology. 

Image: www.nestle.com

On May 27, the brand has introduced GBP 1 million (almost CHF 1.5 million) extension to The Insight and Learning Centre, the biggest simulated shopping centre in York, the United Kingdom. The new extension features a replica living room and working kitchen, full size convenience store, and digital media area including an IMAX cinema.

Image: www.nestle.com

Paul Grimwood, Chief Executive Officer of Nestle UK, said, «We are the only company in the United Kingdom to offer our retail customers strategic insight in such a state-of-the art learning environment».

“In the centre’s first 18 months, we hosted 355 retail customer visits and generated more than GBP 20 million in incremental sales, which is why we have chosen to develop it further».

“The results from the initial visits we have hosted in the new extension have already covered its cost.» He added, «For us, the return on investment is clear.”

Since 2000, Nestlé has opened learning and insight centers in the U.S., France and Spain with centers in China and Italy being currently under way. In the U.S. solely, 2 virtual shopping centers have been operating including the Learning Center at Nestlé Purina PetCare Company’s Headquarters located in St. Louis. It presents a perfect environment for learning ‘path to purchase’ as it is a simulation of average American pet-owner’s household with a garage, a replica retail store, and two live-in cats.