Research and Publications
Customer Interface Lab
Kelley faculty and graduate students use sophisticated technologies in the Customer Interface Laboratory to conduct cutting-edge research on in-store marketing, e-commerce, and retail technology issues—and ultimately to better understand shopper behavior.
The lab includes:
- Virtual reality simulations of store aisles that are used to test customers’ reactions to new products, product assortments, prices, packaging, and merchandising
- Computer-assisted video tracking of customers in retail stores, enabling researchers to inconspicuously observe and then analyze shopper behavior
- New customer interface technologies that represent the future of retailer-customer interaction, including computer kiosks, digital signage, directional audio, and handheld shopping devices
Learn more about the Customer Interface Lab on the Department of Marketing Web site.