Accenture, Qualcomm, and Kellogg team up on eye-tracking mobile VR for retailers

This article was originally published by VentureBeat.


Accenture, Qualcomm, and Kellogg have launched a pilot test that uses eye-tracking technology in a virtual reality headset to determine the best way to stock shelves for retailers.


The companies believe VR has a chance to transform retail merchandising by enabling companies to do market research faster, more affordably, and on a larger scale. 


Raffaella Camera, a leader in Accenture’s Extended Reality group, said in an interview with VentureBeat that the VR solution includes a Qualcomm chipset and technology from Tobii, which makes eye-tracking solutions. With such VR headsets, retailers can track where a headset wearer looks when walking down virtual aisles. Camera said that puts to the test theories such as whether people look at the top of a shelf for new products when they are shopping.


Camera said the demo shows the business value of VR, as it has resulted in an 18 percent increase in brand sales during testing with Kellogg’s products.


The Accenture Extended Reality (XR) practice developed the VR merchandising solution utilizing a Qualcomm VR reference design headset, powered by Qualcomm Snapdragon 845 Mobile VR Platform. The result uses embedded eye-tracking, along with mixed reality software from InContext Solutions and eye-tracking data analytics capabilities from Cognitive3D.


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