Brand strategy: Eye-tracking insights for enhancing shopper marketing

This article discusses shopper marketing and reveals some of the patterns in findings of eye-tracking research across categories, countries and retail channels.

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...

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