1. Shopping decisions are made more unconsciously than consciously due to the large number of products and short browsing time in stores. Shoppers only have 0.13 seconds to notice each product on shelves. 2. Emotions and sensory experiences strongly influence shopping decisions rather than rational thinking. Unconscious processes in the limbic system are more important than conscious reasoning in the neocortex. 3. Effective product designs and packaging use eye tracking research to leverage emotional processing and improve visibility, attractiveness, and brand messaging to guide shoppers' unconscious decisions. Maintaining a strong and consistent brand signature is also key to differentiating products on shelves.

1. GETTING INTO THE REAL WORLD OF THE SHOPPER Ludovic Depoortere- ROGIL MANAGING DIRECTOR

2. People make choices rather unconsciously than consciously

3. 20,000 SKU’S 45 min AVERAGE SHOPPING TRIP THEORETICAL CHANCE TO BE NOTICED: 0,13 SECONDS

5. Image of first 7 seconds in category detergents Focus on Contrast Points Source: Rogileyetracking study in detergent category -Gaze opacity for one scenario at 7 sec

6. IT’S ALL ABOUT EMOTIONS AND SENSORY EXPERIENCES REFLECTION BASIC FEELINGS BEHAVIOURAL CONSCIOUS UNCONSCIOUS UNCONSCIOUS PROVIDE REASONING FIGHT OR FLIGHT TAKE/ADAPT ACTION NEO CORTEX RATIONAL LIMBIC SYSTEM EMOTIONAL OLDEST BRAIN VISUAL SENSORIAL

7. Mix conventional methods with OBSERVATION

8. SENS PACK METHOD Affective Processing Usage & Satisfaction Confrontation stimuli Cognitive processing Visibility & identification

9. Is this hot spot fromfemaleor male viewers? MEN WOMEN

11. VERBAL MEASURES CURRENT NEW PACK HEAVY COST SAVING ALTERNATIVE PACK 1 ALTERNATIVE PACK 2

12. ADD EYE TRACKING CURRENT NEW PACK HEAVY COST SAVING ALTERNATIVE PACK 1 ALTERNATIVE PACK 2

13. confidential CURRENT DESIGN UK TEST DESIGN UK ALPRO CASE Drasticallymodernizing the AlproFlagshipPlainsoyMilk

14. Eye Trackingmeasuresshowedimprovedimpact UK NL BE DE ES Share of attention BETTER OR AT PARITY Share of attraction LESS ATTENTION TO RANGE BETTER Brand Block Value BETTER OR AT PARITY Search time & gaze behaviour BETTER BETTER MORE TIME NEEDED Findability - correct retrievals BETTER BETTER MORE INCORRECT RETRIEVALS AT PARITYORBETTER

15. Verbal measuresindicated issues on trial and decreasedkey brand valueshealth, nutrition and quality UK NL BE DE ES QUALITATIVE & QUANTITATIVE RESEARCH: NEED FOR FUNCTIONAL NUTRITIVE CLAIMS TO REASSURE Trial WORSE FOR SOME COUNTRIES AT PARITY Emotional processing BETTER OR AT PARITY Key values ‘health – nutrition – quality’ WORSE FOR SOME COUNTRIES AT PARITY Attractiveness to buy BETTER OR AT PARITY

16. Test design LAUNCHED DESIGN UK CURRENT DESIGN UK ALPRO CASE ‘In between’ design to improve brand keyvalues and trial

17. SARA LEE Modernizing Douwe Egberts Aroma Red CURRENT LEG WHITELEG GOLDLEG

19. It is not a beauty contest! Norm = Competition

20. BELORIGINE Impact of a brand signature in innovation.

21. Brand signature ‘Danone’ logoleveragesonattraction 71% 57% % Participantswith focus on Belorigine B Number of fixationson Belorigine Total fixations 36% 34% Logo (a) Signature (b) But overall between both designs, the number of fixations is similar

22.  Differentiation in the shop is key for A-Brands - In POS materials - In package design (implicit priming, appealing products) - Colour blocking - shape differentiation

23. 32 facings % attention % shelf space 19% 18% 15% 8% Maximize Shelf Space Have a contrasting pack 9 facings = 2.04 = 1.03 Share of fixations / Share of shelf space in the 7 sec. free gaze

24.  Enhance ‘shopability’ to help shoppers in over choice and reduce shopper stress by - Structure in assortment (catman) - Consumer decision support systems – POS materials - Clear indication of key benefits and variants - Simple products and services  Verbal evaluation not always in line with intuitive behaviour(Impact strong brands often overrated in research)