Eye Tracking Reveals Keys to Integrated Shopping

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EXCERPTS FROM SEMINAR PRESENTED AT
2010 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

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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
“ZERO MOMENT OF TRUTH”
STUDYING THE MULTI-CHANNEL SHOPPER

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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.
FOCUS GROUP TO SHOPALONG TO EYETRACKING
SEE WHAT THEY ARE SEEING

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HELP SHOPPERS FIND WHAT THEY NEED FASTER
INTEGRATED EXPERIENCE = BRAND LOYALTY
Shoppers have more time to shop and fill the market basket.
HELP MULTI-CHANNEL SHOPPERS FEEL CONFIDENT
WHAT’S IN IT FOR ME?

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SOMETHING TO COUNT ON
WHAT IS MULTI-CHANNEL SHOPPING?
…BUT WE KNOW MANY SHOPPERS SHOP ONLINE BEFORE GOING TO THE STORE.

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CATEGORIES THAT ARE AT THE TOP WITH MULTI-CHANNEL SHOPPERS
TOP SHOPPED!
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
HOME
APPLIANCES
CONSUMER
ELECTRONICS

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96%
of Consumer
Electronics
shoppers
research online.

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79%then go in store to buy.
Forrester Research (Retail Multichannel IT Road Map, Multichannel, How Satisfied Are Shoppers When Moving Across Channels?)

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THE MULTI-CHANNEL PRINTER SHOPPER

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Product
information
too technical
• Measurable
results
Challenging to
quickly assess key
differences
Lack of
consistency
between
online and in-
store
experience
• Consistent
insights led
strategy and
execution
“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.”
FOR THE PRINTER SHOPPER
SHOPPER PAIN POINTS

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THE INTEGRATED SHOPPING EXPERIENCE

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DOES INTEGRATION MATTER?
“I do not want
to have to start
over again in
store!”SHOPPER
SAYS,

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HP’S MULTI-CHANNEL SHOPPING STUDY

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SHOPPERS COMPLETED TASKS ON AN EYE TRACKING MONITOR
IN THE LAB

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SHOPPERS WORE A MOBILE EYE TRACKER
IN THE STORE
Software
1 second
Notebook
2.2 seconds
Fact Tag
8.1 seconds
Accessories
0 seconds

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WHAT DID SHOPPERS NOTICE IN BOTH
CHANNELS? (IF ANYTHING)

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SHOPPERS NOTICED ICONS ONLINE…

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…AND IN STORE
Start
End
Start End

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“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.”
SHOPPERS
SAID,

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IN BOTH CHANNELS
SHOPPERS NOTICED CATEGORIES

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“The category names
weren’t as foreign to me (in-
store) as they were (online)
because I’ve seen them
before.”

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IN BOTH CHANNELS
SHOPPERS NOTICED CONSISTENT COLOR

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“I saw the blues
and the blacks (in-store);
I could easily see and recognize
HP.”

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Start
End
IN BOTH CHANNELS
SHOPPERS NOTICED THE FONT

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“I recognized that
font from the website.”

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IN BOTH CHANNELS
SHOPPERS RECALLED THE MESSAGING

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“I noticed this area
(in-store) is green.
I think that’s because
they are eco-friendly.
I remember seeing that little logo
online.”

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IS ONLINE TO IN-STORE INTEGRATION
IMPORTANT?
ABSOLUTELY

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“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.”

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“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.”

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“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.”

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Messaging
Key messages online
create recall in-store.
Color & Font
Color and font that
matches online and in-
store helps shoppers
quickly identify HP once in-
store.
Categorization
Printer categories that
match across channels
help shoppers orient
themselves once in-store.
Icons
Icons for key features and
functions (e.g., “print,”
“fax,” “wireless”) help
shoppers quickly assess
products online and in-
store - and are memorable
in-store.
KEYS TO A CONSISTENT SHOP
SUMMARY

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IN CLOSING
ONLINE IS KEY
TO INSTORE
RESEARCH
METHODS HAVE
EVOLVED
CONSISTENCY
COUNTS!

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KNOW YOUR SHOPPER, WIN THE SALE!

3535
THANK YOU!

Eye Tracking Reveals Keys to Integrated Shopping

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