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Situated on the Coleraine campus, this new Virtual Reality (V.R.) convenience store, designed in collaboration with shopper marketing agency FPP and Spar NI, is the only one of its kind on the island of Ireland.

Using this unique V.R. operating system the technology offers a fully interactive shopping experience for commercial testing and shopper behavioural studies to better understand how customers shop and interact with visual cues in-store, for example, how they shop specific product categories and packaging cues.

The lab will also house a second store format known as the Vulcan store of the future model to help retailers look ahead and imagine how consumers will shop a store in 2050! Incorporating the latest retail thinking the Vulcan Store challenges retailers to think about future decisions relating to store layout and design.