Two packaging manufacturers are working with academics at a new retail research lab in Leicestershire. Their aim is to help the interested academics to find out the public reaction to new designs, especially the environmentally sustainable designs.
This autumn, the retail lab plans to arrange for a mock shop at the De Montfort University. These mock shops would create a test environment to evaluate the consumer behaviour to the retail atmosphere and for concept evaluations. The mock shop would also provide information on legislation, supply chain, build, fit, materials and consumer behaviour.
The firms would use new technologies in rapid prototyping, energy use and air quality testing, consumer behaviour monitoring (including eye gaze and body motion detectors) to gauge the response of the consumers to the retail environments.
Peter Ford, a design expert at the university, co-leading the project, said: “Retailers can be resistant to more sustainable, energy-efficient measures if they think customers will be put off visiting their shop or buying their goods. We want to show that good, sustainable design definitely does not have to have a negative effect on the customer experience.”
Mr Ford added, “The philosophy of the Retail Lab is to develop the research environment around individual business needs, focusing on sustainability and efficiency within the retail industry and the supply chain that supports it.”
The lab is an extension of the New Product Development Centre at the university and will initially assist 80 to 100 retailers initially to improve their sales.