In Lundgren Consumer Science Lab of the University of Arizona, students examine the META Quest 3 headset, such as the layout of the shop layout through a “digital twin” of a virtual reality of physical business on the behavior of the shopping area.
The physical location of the laboratory, which is reflected in the digital twin, has a staged retail range with advanced analysis technology in business, which pursues and records the movement of buyers over four sensors. The students can reorganize shelves when clicking a button, postponing product ads immediately and pursuing and studying buyers in real time.
“I have seen an opportunity for students to learn in a three -dimensional, interactive environment,” said Soo Hyun Kim, a professor of retail and consumerology, in an article about the news site at the University of Arizona. “To complete certain projects in class, visit virtual business and examine how buyers move, what you buy and where you spend your time. We not only use real data in a virtual environment, but also the students also gain experience with progressive technology before we compete for jobs.”
The use of a digital twin of a false business in his company center in Los Angeles has probably helped to increase the layouts in the shop in the shop to increase 200%. Ipads make changes without personal visits. Digital twins also have rate employees in boarding, the team trips by 30% by remote cooperation and the costs for the department and printer intelligence costs by 95% by eliminating the typical manual process of printing and shipping materials into the branches.
In a similar way, Guess created a digital twin of its exhibition space to support virtual visits to buyers.
Digital twins were a hot topic at the latest NRF 2025 conference.
In one session, Azita Martin, VP and General Manager from Retail & CPG at NVIDIA, created 3D -Digital twins of all shops and updated operating and inventory data several times a day to simulate layout changes in real time. According to the touchpoints for retail, she said, “a digital twin that uses 'Physics Ai', understands the weight, the depth and size of these products that are really important.”
In a similar way, Walmart, Home Depot and Target have implemented digital twins in their business to optimize the business layouts, product placement and the loss of inventory, while Amazon has implemented digital twins from fulfillment centers to optimize the flow of goods.
At another NRF meeting, John Furer, CEO von Walmart, compared digital twins with a video game. He said: “It is an idea in your head and there is a reality that you created, simulate and play, and results. You can do the same in business.”