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USING EYE TRACKING TO ENHANCE THE MULTI-CHANNEL SHOPPING EXPERIENCE
 

USING EYE TRACKING TO ENHANCE THE MULTI-CHANNEL SHOPPING EXPERIENCE

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EXCERPTS FROM SEMINAR PRESENTED AT 2010 SHOPPER MARKETING EXPO

EXCERPTS FROM SEMINAR PRESENTED AT 2010 SHOPPER MARKETING EXPO

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USING EYE TRACKING TO ENHANCE THE MULTI-CHANNEL SHOPPING EXPERIENCE USING EYE TRACKING TO ENHANCE THE MULTI-CHANNEL SHOPPING EXPERIENCE Presentation Transcript

  • 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
  • “ZERO MOMENT OF TRUTH”
    STUDYING THE MULTI-CHANNEL SHOPPER
    After this session, participants will walk away with:
    • Key insights from HP’s online to in-store integration case study, including the elements that helped make HP’s multi-channel shoppers feel confident, comfortable and ready to purchase once in-store
    • An understanding of the value of using eye tracking
    • Ideas for creating an integrated online to in-store experience
    ©2010 HP/Sharpe Insights
  • 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
  • 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
  • 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
  • TOP SHOPPED!
    CATEGORIES THAT ARE AT THE TOP WITH MULTI-CHANNEL SHOPPERS
    CONSUMER ELECTRONICS
    HOME APPLIANCES
    MOBILE DEVICES
    CLOTHING
    REASONS
    WHY THEY
    GO ONLINE
    • Research products and features
    • Compare
    • Read reviews
    • Find a deal
    REASONS
    WHY THEY
    GO INSTORE
    • Touch and feel
    • Compare two or three choices
    • See something new
    • Ask questions
    ©2010 HP/Sharpe Insights
  • 96%
    of Consumer Electronics shoppers research online.
    ©2010 HP/Sharpe Insights
  • 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
  • THE MULTI-CHANNEL PRINTER SHOPPER
    ©2010 HP/Sharpe Insights
  • 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
  • THE INTEGRATED SHOPPING EXPERIENCE
    ©2010 HP/Sharpe Insights
  • DOES INTEGRATION MATTER?
    “I do not want to have to start over again in store!”
    SHOPPER SAYS,
    ©2010 HP/Sharpe Insights
  • HP’S MULTI-CHANNEL SHOPPING STUDY
    ©2010 HP/Sharpe Insights
  • IN THE LAB
    SHOPPERS COMPLETED TASKS ON AN EYE TRACKING MONITOR
    ©2010 HP/Sharpe Insights
  • IN THE STORE
    SHOPPERS WORE A MOBILE EYE TRACKER
    Software1 second
    Notebook2.2 seconds
    Fact Tag8.1 seconds
    Accessories0 seconds
    ©2010 HP/Sharpe Insights
  • WHAT DID SHOPPERS NOTICE IN BOTH CHANNELS? (IF ANYTHING)
    ©2010 HP/Sharpe Insights
  • SHOPPERS NOTICED ICONS ONLINE…
    ©2010 HP/Sharpe Insights
  • …AND IN STORE
    Start
    End
    Start
    End
    ©2010 HP/Sharpe Insights
  • 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
  • SHOPPERS NOTICED CATEGORIES
    IN BOTH CHANNELS
    ©2010 HP/Sharpe Insights
  • “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
  • SHOPPERS NOTICED CONSISTENT COLOR
    IN BOTH CHANNELS
    ©2010 HP/Sharpe Insights
  • “I saw the blues and the blacks (in-store); I could easily see and recognize HP.”
    ©2010 HP/Sharpe Insights
  • SHOPPERS NOTICED THE FONT
    IN BOTH CHANNELS
    Start
    End
    ©2010 HP/Sharpe Insights
  • “I recognized that
    font from the website.”
    ©2010 HP/Sharpe Insights
  • SHOPPERS RECALLED THE MESSAGING
    IN BOTH CHANNELS
    ©2010 HP/Sharpe Insights
  • “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
  • Is online to in-store integration important?
    ABSOLUTELY
    ©2010 HP/Sharpe Insights
  • “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
  • “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
  • “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
  • SUMMARY
    KEYS TO A CONSISTENT SHOP
    ©2010 HP/Sharpe Insights
  • In closing
    Research methods have evolved
    CONSISTENCY COUNTS!
    ONLINE IS KEY TO INSTORE
    ©2010 HP/Sharpe Insights
  • KNOW YOUR SHOPPER, WIN THE SALE!
    ©2010 HP/Sharpe Insights
  • Thank you!
    ©2010 HP/Sharpe Insights