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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
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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 ONWHAT 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 SHOPPERSTOP 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 informatio
n 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 SHOPPERSHOPPER 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 MONITORIN 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!
©2010 HP/Sharpe Insights