Thanks to modern technology and access to consumer data it is increasingly difficult to defend packaging and store displays that result in underwhelming sales.

Retail designers can use virtual reality to make well-informed decisions on packaging displays that will mitigate risk and improve their bottom line.

Whether it’s redesigning everyday items to boast enchanting packaging or creating surprise and delight through world-famous window displays, retailers and manufacturers run a crash course in design each year to create holiday magic that will attract customers and capitalize on sales.