using eye tracking to enhance the multi-channel shopping experience

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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 [email protected] SUZY SHARPE, SHARPE INSIGHTS [email protected] OCTOBER 2010

©2010 HP/Sharpe Insights

mailto:[email protected]

mailto:[email protected]

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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 EYETRACKINGSEE WHAT THEY ARE SEEING


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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?


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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 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


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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 TRACKERIN THE STORE

Software1 second

Notebook2.2 seconds

Fact Tag8.1 seconds

Accessories0 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 CHANNELSSHOPPERS 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 CHANNELSSHOPPERS 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 CHANNELSSHOPPERS NOTICED THE FONT


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“I recognized that font from the website.”


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IN BOTH CHANNELSSHOPPERS 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.”©2010 HP/Sharpe Insights

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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 beA QUICKER PROCESS.”


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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


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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!


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THANK YOU!


using eye tracking to enhance the multi-channel shopping experience

Technology