Shopper Flash will combine behavioural frameworks and immersive technology to replicate the shopping experience and provide customer insights.

The tool can be used for any category of retail, including food, drugs, mass and convenience, and uses PRS In Vivo’s database of shelf designs to create virtual displays, which can be tested against customer behaviours.

Alex Hunt (pictured), chief executive of PRS In Vivo, said: “Responses to the changing shopping landscape needs to be agile, adaptive, and iterative.

“These advisory services allow brands to apply our expertise and knowledge gained over 40 years to influence consumers at the key moment of choice, whether it’s on-shelf, at a point-of-sale display, or through merchandising.”