P&G Shaping the Store Case Study

Again brought to my attention: "P&G Shapes the Store".  The virtualization of the store and its use with shoppers and designers to bring science to bear on the shelf.  Read the article.  So what is next?  The use of simulation techniques to predict the performance of alternative designs based on behavioral information. I think it can be done by working with agent-models of the shopper and the store context.  Note too that one goal is to build a library of stores.  These could also be used to look at the varying performance of stores by alternative designs.