Shelf Test (Virtual Shelf)

Also known as: Virtual Shelf, Shelf Simulation, In-Store Simulation, Digital Shelf

Evaluation of packaging or planograms in a simulated digital shelf that replicates real store conditions.

The Shelf Test (or Virtual Shelf Test) is a research methodology that places packaging to be evaluated in a 3D digital shelf simulating real store conditions: with competition present, in the visual context of the point of sale, and with typical lighting conditions and distances of the shopping experience.

Unlike showing packaging alone and out of context, the shelf test evaluates how it stands out (shelf standout) and is found by the consumer under real competitive conditions. Packaging that looks good in isolation may visually disappear when surrounded by similar competitors.

Advanced versions of the shelf test combine virtual reality (VR) with eye tracking to measure exactly what the shopper sees and in what order, and which products they end up selecting.

Atlantia offers Shelf Testing as part of its Packaging Test solution for data-driven packaging design decisions.