Virtual Shopping

Procter & Gamble in the UK has created a new research facility which uses computer-generated imagery to create a 3D virtual store.

Known as The Cave it is used to study the reactions of shoppers to things like store layout, shelving and packaging design.

Several big name retailers are already conducting research using The Cave including Tesco, Sainsbury and Boots.

I wonder how long it will be before we see one of the big London ad agencies use The Cave for a big new business pitch?