XpertVR and Circle K, in partnership with Toronto Metropolitan University (TMU), have launched a pioneering project aimed at utilizing virtual reality (VR) training for business education. This case study focuses on teaching TMU marketing students about category management and consumer behavior through the use of a virtual reality retail simulation. It places particular emphasis on redesigning a virtual Circle K convenience store. This innovative approach offers an immersive learning opportunity that fosters a deeper understanding of the complexities of consumer behavior and its impact on marketing strategies and best practices by immersing students in a realistic virtual environment.