“Virtualization is a huge area for Procter and Gamble, and we mix the virtual and real worlds a lot. For example, designing a new Hugo Boss perfume bottle uses a fraction of the cost of making physical mock-ups. We also use fully immersive 3D environments such as Caves (computer-augmented virtual environments) to demonstrate ideas to our big customers. “So whereas before we would have to convince Tesco to actually change a store layout to test an idea, we can now create it virtually and walk them round it.”
Meri Williams, information decision solutions manager, Procter and Gamble
