Eye Tracking for Category Management at the POS

Background image

HIPP, a leading brand for baby diets, used SMI Eye Tracking Glasses to optimize their in-store category management.

Challenge

How to integrate a new line of products into the shelf layout of shops? This decision requires information on shopper experience from the first orientation at the shelf until the final buying decision.

A main challenge is to objectively assess implicit factors which influence orientation and decision-making in a real-world environment.

Solution

In cooperation with SMI, HIPP conducted a study with SMI Eye Tracking Glasses. The mobile eye tracker was used to obtain objective data on visual orientation of parents in the supermarket.

The goal was to find the shelf layout that generates the best shopper experience while parents were searching for products of the new category ”1 to 3 years”.

SMI Eye Tracking

SMI Eye Tracking Glasses are the unobtrusive tool of choice for mobile eye tracking studies at the point of sale. They are worn like a normal pair of glasses. Setup and 1-point calibration are completed within seconds.

Binocular tracking delivers very accurate and reliable data of visual search patterns over all stages of decision making at varying distances. The HD scene camera displays a high level of detail, e.g. for testing of package designs.

Benefit

Eye tracking data visualized shoppers’ decision-making strategies at the POS. The data also helped to identify the ideal shelf layout for integrating the new HIPP product category “1 to 3 years”. The findings help to communicate recommendations to retailers as to how to design the individual shelf at each supermarket.

Based on the eye tracking data and a subjective evaluation of shopper experience, one shelf layout outperformed the other two options. Especially for one product item, the eye tracking data suggested that changes in package design will probably help parents to better identify the product after seeing it.

Background

The optimal placement on the shelf of a shop is an important key to success for a consumer product. Especially when the product portfolio changes, category managers of consumer brands face a challenge: To develop recommendations for shops as to how to integrate new products in existing shelf layouts.

The goal is to push sales while creating a positive shopper experience making it easy for consumers to find and
identify the new products. HIPP, a leading German brand for baby diets, conducted an eye tracking study in order to decide for the best solution to place products of their new category “1 to 3 years ”.

Benefit

Eye tracking data visualized shoppers’ decision-making strategies at the POS. The data also helped to identify the ideal shelf layout for integrating the new HIPP product category “1 to 3 years”. The findings help to communicate recommendations to retailers as to how to design the individual shelf at each supermarket.

Based on the eye tracking data and a subjective evaluation of shopper experience, one shelf layout outperformed the other two options. Especially for one product item, the eye tracking data suggested that changes in package design will probably help parents to better identify the product after seeing it.

Customer institution HIPP Germany
Customer name Melanie Hitz
Customer website www.hipp.de