Brand strategy: Eye-tracking insights for enhancing shopper marketing
Scott YoungPerception Research Services International
Manufacturers and retailers have a shared interest in enhancing shopper marketing. However, very few point-of-sale marketing efforts are rooted in shoppers' in-store perspective.
Using mobile eye-tracking we can document exactly what shoppers see (and miss) throughout their path-to-purchase, including 'macro-level' behaviour (such as store/aisle navigation) and 'micro-level' actions (readership of packaging and POP materials).
Here are some patterns that have emerged across countries, categories and retail channels, or what works and what does not.
A great deal of shopper marketing investment is wasted
Often this is...