Shopper behavior is hard to predict. Purchase decisions are made based on both logical thinking and emotions. You can have a brilliant new product design and be convinced about its market success until reality proves you wrong. That’s why it’s important to test your idea and its performance in the market before you launch it.
Surveys can provide insights into the shoppers’ intentions but stated opinion is usually quite different from the actual in-store actions. To get a complete image, on the one hand it’s necessary to consider the way shoppers think, and on the other their subconscious behavior.
EyeSee: Interactive Shelf Testing Platform
The latest innovation from EyeSee – interactive shelf testing platform makes it possible to test the impact of shopper marketing on sales through virtual shopping games. The platform combines the benefits of virtual store simulators and questionnaires:
- Real life experience
- Fast, cost effective and globally scalable
In tests, we use pictures of actual shelves, thus shoppers see the same environment and behave as they would in the real store. While they shop, we track their eyes and know exactly what draws their attention, for how long they look at a particular element and what, at the same time, stays unnoticed.
How does it work?
Testing process goes through the following phases:
- Introduction: Respondents complete the screen questionnaire to confirm that they match the study specifications.
- Virtual shopping trip: We take them to the store and show them pictures of real shelves with products.
- Closer look at products: Respondents click on a product they like, the product pops out in zoom mode, they take a closer look and add the desired quantity to the shopping cart.
After the shopping trip, respondents complete the online survey with questions about product evaluation, pricing, product image perceptions, usage and purchase situations, uniqueness, etc.
Eye tracking – While respondents browse through the interactive shelves, we track their eyes via their own computer and webcam. This is the way we find out whether your package, display or new product attracts attention or not.
Volumetric (estimation of volume) – We estimate market share of your new or redesigned product one year after launch. On the basis of interactive shopping trips we capture bought products which are used as a base to model future demand.
Pricing – We are able to calculate the price elasticity using conjoint analysis.
Application of the interactive shelf platform
The possibilities for the application of this approach are numerous. Taking respondents on a shopping trip results in outcomes (analyzed by our experts) which can help you maximize the impact of:
With EyeSee’s interactive shelf test you don’t have to guess any more how your in-store solution will work in reality. Test it to discover and compare the shoppers’ stated and emotion driven perception. The results will give you a clear direction for your in-store marketing campaign – how to evoke the desired behavior and consequently increase the ROI.