USING EYE TRACKING TO ENHANCE THE MULTI-CHANNEL SHOPPING EXPERIENCE
•Download as PPTX, PDF•
5 likes•530 views
EXCERPTS FROM SEMINAR PRESENTED AT 2010 SHOPPER MARKETING EXPO
![“ZERO MOMENT OF TRUTH” STUDYING THE MULTI-CHANNEL SHOPPER After this session, participants will walk away with: ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recommended
Recommended
More Related Content
Similar to USING EYE TRACKING TO ENHANCE THE MULTI-CHANNEL SHOPPING EXPERIENCE
Similar to USING EYE TRACKING TO ENHANCE THE MULTI-CHANNEL SHOPPING EXPERIENCE (20)
Recently uploaded
Recently uploaded (20)
USING EYE TRACKING TO ENHANCE THE MULTI-CHANNEL SHOPPING EXPERIENCE
- 1. EXCERPTS FROM SEMINAR PRESENTED AT2010 SHOPPER MARKETING EXPO“USING EYE TRACKING TO ENHANCE THE MULTI-CHANNEL SHOPPING EXPERIENCE” A CASE STUDY FROM HP DANIEL PRINCE, HP daniel.prince@hp.com SUZY SHARPE, SHARPE INSIGHTS suzy@sharpeinsights.com OCTOBER 2010 ©2010 HP/Sharpe Insights
- 3. An understanding of the value of using eye tracking
- 4. Ideas for creating an integrated online to in-store experience©2010 HP/Sharpe Insights
- 5. FOCUS GROUP TO SHOPALONG TO EYETRACKING SEE WHAT THEY ARE SEEING Removing the layers of bias that the shoppers add when interpreting themselves. Learning about what shoppers actual behaviors are vs. what they say they are. ©2010 HP/Sharpe Insights
- 6. WHAT’S IN IT FOR ME? HELP MULTI-CHANNEL SHOPPERS FEEL CONFIDENT HELP SHOPPERS FIND WHAT THEY NEED FASTER INTEGRATEDEXPERIENCE= BRAND LOYALTY Shoppers have more time to shop and fill the market basket. ©2010 HP/Sharpe Insights
- 7. What is multi-channel shopping? SOMETHING TO COUNT ON …BUT WE KNOW MANY SHOPPERS SHOP ONLINE BEFORE GOING TO THE STORE. ©2010 HP/Sharpe Insights
- 9. Compare
- 10. Read reviews
- 12. Compare two or three choices
- 14. Ask questions©2010 HP/Sharpe Insights
- 15. 96% of Consumer Electronics shoppers research online. ©2010 HP/Sharpe Insights
- 16. 79%then go in store to buy. Forrester Research (Retail Multichannel IT Road Map, Multichannel, How Satisfied Are Shoppers When Moving Across Channels?) ©2010 HP/Sharpe Insights
- 17. THE MULTI-CHANNEL PRINTER SHOPPER ©2010 HP/Sharpe Insights
- 18. SHOPPER PAIN POINTS FOR THE PRINTER SHOPPER “What’s the difference between wireless and wireless networking?” “I just want to know why this printer is $50 more than this one.” “I did all this research online and now I have to start over again in the store.” ©2010 HP/Sharpe Insights
- 19. THE INTEGRATED SHOPPING EXPERIENCE ©2010 HP/Sharpe Insights
- 20. DOES INTEGRATION MATTER? “I do not want to have to start over again in store!” SHOPPER SAYS, ©2010 HP/Sharpe Insights
- 21. HP’S MULTI-CHANNEL SHOPPING STUDY ©2010 HP/Sharpe Insights
- 22. IN THE LAB SHOPPERS COMPLETED TASKS ON AN EYE TRACKING MONITOR ©2010 HP/Sharpe Insights
- 23. IN THE STORE SHOPPERS WORE A MOBILE EYE TRACKER Software1 second Notebook2.2 seconds Fact Tag8.1 seconds Accessories0 seconds ©2010 HP/Sharpe Insights
- 24. WHAT DID SHOPPERS NOTICE IN BOTH CHANNELS? (IF ANYTHING) ©2010 HP/Sharpe Insights
- 25. SHOPPERS NOTICED ICONS ONLINE… ©2010 HP/Sharpe Insights
- 26. …AND IN STORE Start End Start End ©2010 HP/Sharpe Insights
- 27. SHOPPERS SAID, “I saw this (wireless icon) online. I knew that was Staples’ icon for how they labeled their printers.” “I compared the icons and went across. I remember those from the other day and I really do like those icons.” ©2010 HP/Sharpe Insights
- 28. SHOPPERS NOTICED CATEGORIES IN BOTH CHANNELS ©2010 HP/Sharpe Insights
- 29. “The category names weren’t as foreign to me (in-store) as they were (online) because I’ve seen them before.” ©2010 HP/Sharpe Insights
- 30. SHOPPERS NOTICED CONSISTENT COLOR IN BOTH CHANNELS ©2010 HP/Sharpe Insights
- 31. “I saw the blues and the blacks (in-store); I could easily see and recognize HP.” ©2010 HP/Sharpe Insights
- 32. SHOPPERS NOTICED THE FONT IN BOTH CHANNELS Start End ©2010 HP/Sharpe Insights
- 33. “I recognized that font from the website.” ©2010 HP/Sharpe Insights
- 34. SHOPPERS RECALLED THE MESSAGING IN BOTH CHANNELS ©2010 HP/Sharpe Insights
- 35. “I noticed this area (in-store) is green. I think that’s because they are eco-friendly. I remember seeing that little logo online.” ©2010 HP/Sharpe Insights
- 36. Is online to in-store integration important? ABSOLUTELY ©2010 HP/Sharpe Insights
- 37. “When you see it again, you think, Oh, I recognize that! You kind of feel a little more sure and a little more confident about it.” ©2010 HP/Sharpe Insights
- 38. “It’s familiar. It makes me comfortable in my shopping experience. If I’ve done something online and it’s different from what I see in the store, it’s like a completely different experience.” ©2010 HP/Sharpe Insights
- 39. “I just want to cut down the time it takes for me to find something. If I’m already feeling like I’m familiar with it online and I come in here and it feels the same, I feel like it’s going to be a quicker process.” ©2010 HP/Sharpe Insights
- 40. SUMMARY KEYS TO A CONSISTENT SHOP ©2010 HP/Sharpe Insights
- 41. In closing Research methods have evolved CONSISTENCY COUNTS! ONLINE IS KEY TO INSTORE ©2010 HP/Sharpe Insights
- 42. KNOW YOUR SHOPPER, WIN THE SALE! ©2010 HP/Sharpe Insights
- 43. Thank you! ©2010 HP/Sharpe Insights
Editor's Notes
- DANIEL TO ANIMATE & talk