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USING EYE TRACKING TO ENHANCE THE MULTI-CHANNEL SHOPPING EXPERIENCE

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EXCERPTS FROM SEMINAR PRESENTED AT 2010 SHOPPER MARKETING EXPO

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USING EYE TRACKING TO ENHANCE THE MULTI-CHANNEL SHOPPING EXPERIENCE

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

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