The case of Eyetracking

Niche Consulting firm based in Canterbury, UK

Focus in the Retail Industry with a specialization in FMCGs and Groceries

Areas of expertise: Commercial skills training, Standardization of Operation Procedures (for retail firms), Consumer-Shopper Insights at the Point of Purchase

UVP: Deliver results that would not have been achieved within the prospect by itself

Influence Consumption

Influence Shopping

1980’s: SAS CEO Jan Carlzon

Walmart’s founder Sam Walton

2005: P&G,

2011: Google

The Moment of truth- Value to keep the customer

Ten foot rule

The customer’s experience with the product

1. In-store or online2. Purchase a product and use it3. Customer feedback

4. Zero Moment of Truth : A customer researching a product online before purchasing it when something happens in the customer’s life

70% of purchasing decisions made at

the point of purchase

How much to buy?

Which brand to buy?

Unplanned purchase from a Category

Walked away without buying

The 70% is not a universal truth(shoppers, categories,stores)

Shopper behavior can change from aisle to aisle

It oversimplifies Purchase decisions (Where to shop, When to shop, Whether to shop)

Path to purchase isn’t a direct route

Multiple influencers like family – social groups

Shopper’s behaviour understanding

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The understanding of shopper behaviour has been gained using a range of data sources

Filming

Discreet cameras installed to unobtrusively observe true shopper behaviour

Eye Tracking

High Tech Camera which records exact point where shoppers are looking

Questionnaire

PathTracker

RFID technology used to anonymously track over 150’000 shopping trips in a pilot supermarket store

Store or Aisle Exit interviews conducted face to face

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What Is Eye Tracking?

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What is Eye Tracking?

Eye Tracking utilises specialist technology to track the cornea of the human eye, thus recording exactly what the eye is looking at (fixating on)Respondents are recruited and calibrated to shop whilst wearing the Eyetracking glassesThe output includes a recording of fixations (what has been looked at) focusing on what specific element(s) have been looked at.A fixation is defined as a minimum of 0.12 seconds. It is academically proven that at this point, the brain is able to register a piece of information.

Centre of cross hair is where the

eye is fixatingInfrared beam projected into cornea of eye

Shopper undertakes a

normal shopping trip

◼ Humans will deselect 99% of all visual stimuli at any one point in time

◼ The brain is continually discarding information, which means it is very challenging to

gain cut through

◼ Eye Tracking will identify exactly what is being looked at

◼ Visual stimuli may not always be recalled exactly, but that does not mean that it has

not been looked at and processed sub-consciously

◼ Including a qualitative interview in conjunction with Eye Tracking allows us to see what

has cut through both consciously and sub-consciously.

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Benefits of Eye tracking

◼The eyemark recorder captures the eye trace for every

respondent in real time

◼Each time the eye rests in the same position (e.g. on a

promotion) for a minimum of 0.12 seconds a fixation is

recorded

◼For each fixation, the coding team will note down:

1. The section of the fixture where this occurs

2. The name of the product/POS item

◼ It takes several hours to process an individual respondent

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How KL Eye Tracking code footage

2

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Cold/Pre Recruit shoppers

◼ Recruit shoppers that purchase into the chosen category in the specified stores

◼ Exact sample to be recruited to be agreed in conjunction with client

Setting up the equipment

◼ Calibrate shoppers with the eyetracking equipment – 5 minute process

In-Store Task

◼ Task respondents to shop a non related category first to acclimatise to the eye tracking equipment

◼ Shoppers then tasked to shop the category as they would normally

Post depth discussion

◼ Probe in more detail on what influences choice – thinking about their mood and mindset, experience of brands,

influencing factors in the decision process

Eye tracking Footage Analysis

◼ Analyse top level fixations to an SKU level at the fixture, including POS at the fixture and on approach to the

category

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Approach to Category – shopper’s flow

First fixation in the Category – in the aisle

Time in the aisle

Time at the fixture

First product pick up and first select

On most trips 70% of the range in store is not seen by the shopper

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44% 44%

12%

1%

0% - 25% 25% - 50% 50% - 75% 75% +

% o

f selli

ng lo

cations

vis

ited o

n a

trip

York

Although a fair proportion of shoppers claim

to cover a large proportion of the store ...

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Only 1% of shoppers cover 75% or more of the selling locations ...

How much of the store do you cover on an average shopping trip?

24% claim to browse the whole store

1% cover 75% +

Average % of Selling locations Visited = 30%

June + July 2009

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▪ Flow is not front-to-back of the store

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Instead shoppers typically enter & progress through produce, then work right-to-left through the back half of the store, before turning and working back from left-to-right through the front half of the store – finally looping back to finish in the freezer aisles.

Because shoppers do not begin at aisle one and proceed up and down every consecutive

aisle in an orderly fashion

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Category Space Usage

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▪ First in flow is worst in flow

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How do we know this ...

When a category is placed first in flow within an aisle shoppers will often bypass the first bay – starting their shop in the second bay

First Interaction Penetration

As is typical the first bay is the worst performing bay for encouraging shoppers to interact – even though 75% of shoppers entered the aisle from that direction

Cooking Products CategoryDrinks & Beverages Category

75%

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How do we know this ...

Visual activity is typically concentrated in the middle section of an aisle

Chilled Dairy Category – 71% of visual activity within the aisle is concentrated in mid-section bays

(Figures in brackets show % of in-aisle fixations –gondola end fixations removed)

Chilled Dairy Category

(17%)

(71%)

(12%)

Household

Personal Care

Flow Upon Entering Store Flow Into Aisle

90%

84%81%

71%68%

65%61%

58% 58%55%

12%9% 8%

3% 3%7%

3% 4% 3% 3%

Comfort Persil Fairy Surf Lenor Ariel Bold Clean n

Fresh

Flash Dettol

% Penetration % Fixations

Top 10 Household Brands - Fixation penetration - Overall (% Shoppers)

72

56

25

Total Household Personal Care

Average time spent shopping (secs)

16% 16% 16% 16%

10% 10% 10%

6% 6% 6% 6% 6% 6%

% of Respondents Who Select

Top brands purchased

4%3% 3% 2% 2% 2% 2% 2% 1% 1%

19%

13%

52%

23%

6%

35%

19%16% 16%

13%

Persil

Ultimate

Dual

Capsules

19 Wash

Alberto

Balsam

Coconut

& Lychee

Shampoo

Comfort

Pure 64

Wash

Fairy Non

Bio Pods

12 Wash

Tough

Buster

Stain

Remover

Spray

Fairy

Fabric

Softener

44 Wash

Comfort

Intense

Vaporesse

Fresh Sky

Vanish

Oxi

Action

Spray Pet

Ariel

Actilift

Powder

10 Wash

Dettol

Liquid

% Fixations % Penetration

9%7% 6% 5% 4% 3% 3% 3% 3% 3%

90%

84%81%

65%

26%

16%

23%

58%55%

68%

Comfort Persil Fairy Ariel Alberto

Balsam

Lynx Vanish Clean n

Fresh

Dettol Lenor

% Fixations % Penetration

Personal Care – Fixation Penetration(% Shoppers)

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Time

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Time

▪ Time does not equal money - longer time spend in store does not translate to higher spend at the checkout

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How do we know this ...

And high value trips conducted in less than 15 minutes

Where we have low value trips taking over an hour

And high value trips conducted in less than 15 minutes

Where we have low value trips taking over an hour

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How do we know this ...

53% of trip time spent ‘shopping’(slowed or stopped)

13.5 minutes 15.7 minutes

47% of trip time spent ‘in transit’(trolley is moving)

53% of trip time spent ‘shopping’(slowed or stopped)

13.5 minutes 15.7 minutes

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Time

▪ Shoppers shop more slowly and less effectively as they proceed through their trip

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Behaviour

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Behaviour

▪ Shoppers do not look up whilst shopping

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Tobacco Category

Forecourt Research

Sports Retailer

Eye Tracking has shown us that header boards and items such as hanging signs are rarely fixated upon by shoppers

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The majority of shoppers visual activity is at natural eye level 1-1.4m

150 – 174cm

125 – 149cm

100 – 124cm

75 – 99cm

50 – 74cm

25 – 49cm

0 - 24cm

Height of Fixation Point

9%

15%

20%

10%

9%

9%

10%

225 – 249cm

200 – 224cm

175 – 199cm

3%

6%

8%

11%

10%

31%

15%

15%

8%

6%

3%

Sports Retailer

Health & Beauty Category

Sports Retailer HABC Category

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This leads to products or

communication items placed at this

level achieving greater stand out

than items outside of natural eye level

Confectionery Category

On Trade