using eye tracking to enhance the multi-channel shopping experience

1

EXCERPTS FROM SEMINAR PRESENTED AT2010 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

2

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

©2010 HP/Sharpe Insights

3

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 EYETRACKINGSEE WHAT THEY ARE SEEING

©2010 HP/Sharpe Insights

4

HELP SHOPPERS FIND WHAT THEY NEED FASTER

INTEGRATED EXPERIENCE = BRAND LOYALTYShoppers have more time to shop and fill the market basket.

HELP MULTI-CHANNEL SHOPPERS FEEL CONFIDENT

WHAT’S IN IT FOR ME?

©2010 HP/Sharpe Insights

5

SOMETHING TO COUNT ON

WHAT IS MULTI-CHANNEL SHOPPING?

…BUT WE KNOW MANY SHOPPERS SHOP ONLINE BEFORE GOING TO THE STORE.

©2010 HP/Sharpe Insights

6

CATEGORIES THAT ARE AT THE TOP WITH MULTI-CHANNEL SHOPPERS

TOP SHOPPED!

MOBILE DEVICESCLOTHING

REASONSWHY THEYGO ONLINE√ Research products and

features√ Compare√ Read reviews√ Find a deal

REASONSWHY THEYGO INSTORE√ Touch and feel√ Compare two or three

choices√ See something new√ Ask questions

HOME APPLIANCES

CONSUMER ELECTRONIC

S

©2010 HP/Sharpe Insights

7

96% of Consumer Electronics shoppers research online.

©2010 HP/Sharpe Insights

8

79% then go in store to buy.

Forrester Research (Retail Multichannel IT Road Map, Multichannel, How Satisfied Are Shoppers When Moving Across Channels?)

©2010 HP/Sharpe Insights

9

THE MULTI-CHANNEL PRINTER SHOPPER

©2010 HP/Sharpe Insights

10

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

©2010 HP/Sharpe Insights

11

THE INTEGRATED SHOPPING EXPERIENCE

©2010 HP/Sharpe Insights

12

DOES INTEGRATION MATTER?

“I do not want to have to start over

again in store!”SHOPPER

SAYS,

©2010 HP/Sharpe Insights

13

HP’S MULTI-CHANNEL SHOPPING STUDY

©2010 HP/Sharpe Insights

14

SHOPPERS COMPLETED TASKS ON AN EYE TRACKING MONITOR

IN THE LAB

©2010 HP/Sharpe Insights

15

SHOPPERS WORE A MOBILE EYE TRACKERIN THE STORE

Software1 second

Notebook2.2 seconds

Fact Tag8.1 seconds

Accessories0 seconds

©2010 HP/Sharpe Insights

16

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

©2010 HP/Sharpe Insights

17

SHOPPERS NOTICED ICONS ONLINE…

©2010 HP/Sharpe Insights

18

…AND IN STORE

Start

End

Start End

©2010 HP/Sharpe Insights

19

“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,

©2010 HP/Sharpe Insights

20

IN BOTH CHANNELSSHOPPERS NOTICED CATEGORIES

©2010 HP/Sharpe Insights

21

“The category names weren’t as foreign to me

(in-store) as they were (online)

because I’ve seen them before.”

©2010 HP/Sharpe Insights

22

IN BOTH CHANNELSSHOPPERS NOTICED CONSISTENT COLOR

©2010 HP/Sharpe Insights

23

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

recognize HP.”

©2010 HP/Sharpe Insights

24

Start

End

IN BOTH CHANNELSSHOPPERS NOTICED THE FONT

©2010 HP/Sharpe Insights

25

“I recognized that font from the website.”

©2010 HP/Sharpe Insights

26

IN BOTH CHANNELSSHOPPERS RECALLED THE MESSAGING

©2010 HP/Sharpe Insights

27

“I noticed this area (in-store) is green.

I think that’s because they are eco-friendly.

I remember seeing that little logo online.”

©2010 HP/Sharpe Insights

28

IS ONLINE TO IN-STORE INTEGRATION IMPORTANT?

ABSOLUTELY

©2010 HP/Sharpe Insights

29

“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.”

©2010 HP/Sharpe Insights

30

“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.”©2010 HP/Sharpe Insights

31

“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 beA QUICKER PROCESS.”

©2010 HP/Sharpe Insights

32

MessagingKey messages online create recall in-store.

Color & FontColor and font that matches online and in-store helps shoppers quickly identify HP once in-store.

CategorizationPrinter categories that match across channels help shoppers orient themselves once in-store.

IconsIcons 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 SHOPSUMMARY

©2010 HP/Sharpe Insights

33

IN CLOSING

ONLINE IS KEY TO INSTORE

RESEARCH METHODS HAVE EVOLVED

CONSISTENCY COUNTS!

©2010 HP/Sharpe Insights

34

KNOW YOUR SHOPPER, WIN THE SALE!

©2010 HP/Sharpe Insights

3535

THANK YOU!

©2010 HP/Sharpe Insights