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Kaon Interactive, Inc., creators of 3D interactive sales and marketing solutions that bring products to life, recently announced the analytical capabilities of the Kaon v-OSK®, a large-format, high-definition (HD) system with an optical touch screen, built-in computer and high-performance graphics. The Kaon v-OSK, which lets customers experience products by virtually viewing them from every angle and exploring features (opening compartments, etc.), now harnesses the data-capturing power typically associated with web analytics. This first-to market resource can track user interactions and popular paths to determine valuable pre-purchase behavior in-store, at tradeshows and within executive briefing centers.

In the retail market, in-store analytics currently track customer demographics, transaction history, merchandise turns, promotional tie-ins, etc. – all of which rely on a sale. With the Kaon v-OSK, analytical capabilities offered to retailers and manufacturers include a rare look at pre-purchase activity. As consumers peruse "endless aisles" of products on the Kaon v-OSK, organizations can, for the first time, understand what products were examined, how long a customer spent looking at each, whether specific features were explored, etc. Armed with this level of information, companies can better respond to consumer demand, improve operational efficiency and fight competitive pressures such as price deflation and eroding gross margins.

Early data in retail pilot projects has shown a direct correlation between the use of the Kaon v-OSK and increased in-store sales. Such results suggest that better product experiences, especially for special-order products, lead to more informed consumers, and thus higher sales conversion rates.

Capturing lead information is a major objective of most tradeshows, and associating any given lead with specific product interest is a much sought-after goal. Now, with the Kaon v-OSK, not only are prospects engaged and excited by uniquely realistic and interactive virtual product tours, all user behavior is captured within the Kaon v-OSK analytics system. Post tradeshow, companies can easily associate a particular prospect's lead capture information with specific products and solutions.

According to Gavin Finn, president and CEO of Kaon Interactive, "While making better merchandising decisions is inherently good for the retailer and manufacturer, it is, by implication, also better for the consumer. As they better understand, through pre-purchase behavior, what moves the consumer – from seeing how to change the batteries, to realizing how easy it is to clean – they can better reflect those areas of interest and highlight them in-store."

Finn continued, "This transfer of knowledge naturally leads to better informed consumers who are more apt to buy. For tradeshow participants, the ability to identify a particular prospect's area of interest dramatically advances the qualification and follow-up process. More detailed information results in better qualified leads, further enhancing the value of each event."