Shopping myths busted using eye tracking

March 2014 Kirk Hendrickson, Founder & CEO, Eye Faster, LLC
Meinhard Hausleitner, President, Spark Marketing
Real Shoppers, Real Insights
Shopping Myths
See the reality how consumers shop
through their own eyes!

Copyright © 2014 Eye Faster, LLC
Definition
Myth
2

Collectively held, but false, current beliefs about how people
shop.
Some of those beliefs are not true any longer …
BECAUSE …
Behavior: How people shop has changed …
•New channels (Internet)
•New consumer technology (mobile)
•New retail environments
Research: How data can be collected has changed …
•New research methodologies
•New research technology
•New research analytics
Shopping Myths
3

Location
1. Signage at the entrance works very well to inform and entice shoppers
2. The checkout is great at driving impulse purchases
Time
3. The more time a shopper spends in a category the more she/he buys
Communication
4. Advertising lifestyle images also work best for In-store signage and
communication
Shoppers
5. Mothers shopping with children buy more
6. Waiting shoppers are a great target for advertising
Category
7. Consumers shop each category differently
Myths
4
There are established beliefs about most key in-store factors
These are the myth we will explore in more detail

We are using eye-tracking to bust the myths!
Eye Tracking – The Myth Buster Technology
5

Go to this link for videos
http://eyefaster.com/eye-tracking-in-action/
Eye Tracking Videos

Eye tracking measures and analyses visual attention, aka fixation (via eye
video), as well as behavior (via a point-of-view video)
Eye Tracking – The Myth Buster Technology
7
Notice Evaluate Select Buy
Activity
Quick glance
Subliminal
recognition
Closer look Pick up packages
Read labels and
information
Buy product or put it
back on the shelf
Driver
Awareness
Orientation in
the store
Relevance
Checking products
against needs
Consideration
Comparing products
Choice
Rationalize choice
Buy selected product
Visual Attention Behavior

Data eye tracking will deliver Questions eye tracking data answer
 What people look at
 What are shoppers seeing?
 What are shoppers not seeing?
 In what order elements are looked at
 Where do people start their shopping?
 What catches their initial attention?
 How is attention guided?
 Duration of time spent looking at
different elements
 Are elements engaging or confusing?
 Is the messaging being conveyed?
 How people navigate the store and the
shelf
 What communications are used to find the category
and product?
 What guides attention while searching for an item?
 What people put back on shelf and
what they put into their basket
 How many products are picked up?
 How many are purchased and how many are
rejected?
 What did people look at on packages that were
purchased and rejected?
 How people interact with other people:
shoppers, store associates, sales staff
 How does interaction with others influence the
purchase decision?
Eye Tracking Data and Shopper Research
8
AttentionBehavior

Myth #1
Signage at the entrance works very well to
inform and entice shoppers
Location
9
Truth: At the entrance, shoppers do not pay
attention to signage.
Signage is noticed significantly more once
shopper is in shopping mode.

Signs at the entrance/lobby are least likely to be seen
• Very few shoppers are viewing or reading signage when entering or leaving.
• They are preoccupied and are not receptive to messages that they cannot act on
Location is key for Signage Effectiveness
10

Location is key for Signage Effectiveness
20% shoppers
viewed sign
10% shoppers
viewed sign
Signs in the natural path of shopping receive more attention
• Signs are only viewed once shoppers feel ready to shop
• The shopping mission roughly begins once the shopper has their cart or basket in
hand and is moving towards products
Shopping
carts
Entrance
Shopping
carts
Entrance
11

Myth #2
The checkout is great at driving impulse
purchases
Location
12
Truth: No, at checkout shoppers are preoccupied
with waiting and unloading the cart!

Checkout Behavior Mass Merchant
13
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
0-10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100%
%PurchasesDuringTimeInterval
Percent of Time Into Shopping Trip
Purchase Timeline
Purchasing drops off dramatically in last 20% of shopping most of which
is checkout time
• During that time, only 1.6% of purchases are made, as the shopper is focused on
leaving not buying
Checkout
Source: POPAI 2014 Mass Merchant Channel Study
13

Checkout Behavior Grocery
Over 50% of checkout time consists of waiting but not much impulse
purchasing
• Checkout consists of 6 minutes or 20% of total shopping time (of an average 30min
shopping trip)
• Only 1% of purchasing takes place in that 20% of time although the checkout is prime
impulse purchase zone
15%
20%
25%
22%
18%
Unloading Cart
Waiting for Cashier
Scanning
Paying
Waiting for Completion
Waiting in Line at
Checkout
14
Eye tracking
shows little
attention given
to checkout
displays
Checkout

Myth #3
The more time a shopper spends in a
category the more she/he buys
Time
15
Truth: No, the quicker a shopper finds her/his
FIRST product the more she/he buys in
that category

Shoppers are Task Focused
The faster a shopper finds the first product the more they purchase
• A shopper who finds the first item within 10 seconds purchases 50% more
• The amount of time shoppers spend in a category has little to do with the number of
products purchased
16
Source: TNS

Shoppers spend the vast majority of their time at the shelf searching for
the product they know they want
• When they are busy searching for specific products they are not open to influence
• They are effectively blind to anything not relevant to the task at hand
17
Source: TNS

How long a shopper spends in a category has no impact on how many
products are purchased
Time in categories and shoppers purchasing
18
0
5
10
15
20
25
30
0
50
100
150
200
250
300
Itemspurchasedbyshoppersbuying
Mediantimeincategory
Shopper median time in category and number of items purchased
Items purchased
Time in Category

Myth #4
Advertising lifestyle images also work best
for In-store signage
Communication
19
Truth: No, product related images combined with
creative, usage related verbal messages
(call-to-action) work best!

• Strong visual appeal, generates involvement and motivation to
buy
• Feels enjoyable, original, dynamic, modern, refreshing, attractive
• Highly appealing visual that ‘talks to consumers’ and ‘tickles the
taste buds’
• Strong refreshment and heritage communication
Messaging for In-store - based on traditional research
• Lacks originality, spontaneity, fun and enthusiasm
• Perceived as ‘everydayness’ in situations and moods
• Does not reflect current reality of family dynamics
• Situations are of low relevance and are not motivating occasions
• Polarizes - specificity of the images excludes many people
Product focused messaging works best in the in-store environment
20

A lot of money invested into in-store signage is wasted!
• Signs are only noted on average by 3% of shoppers and evaluated by only 2% with
less than 1% acting on the sign.
Eye Tracking Research on Signage
Action A quick glance Look closer and read Act on sign
All 70 signs
% shoppers Avg. per sign 3% Avg. per sign 2% Less than 1%
Best performing
signs (10 signs) Avg. per sign 12% Avg. per sign 7% About 3%
Worst performing
signs (60 signs) Avg. per sign 2% Avg. per sign 1% Less than 1%
Notice Evaluate Act
21

Characteristics of best performing signs
• The best performing signs are noted by 12% of shoppers and evaluated by 7%
• Those signs have the following attributes:
– Easy to understand message
– Clear shopper oriented call-to-action
– One or a few focused images or visuals
Eye Tracking Research: Best Performing Signs
22

Characteristics of least performing signs
• The least performing signs are noted by only 2% of shoppers and evaluated by 1%.
• Those signs have the following attributes:
– Difficult to understand message
– Confusing verbal message
– Too many and too detailed images or visuals
Eye Tracking Research: Worst Performing Signs
23

Images
• Participants responded
favorably to the meat
images.
• Without an image of people,
the meat image got more
attention and was noticed a
lot sooner.
Meat Eye Tracking Study
24
Verbal messages
• Call-to-action messages fared better than brand taglines in terms of participant
preference.
• However, there is a need to avoid phrases that could come across as too commanding

Myth #5
Parent shopping with children buy more
Shoppers
25
Truth: Children distract the parent from shopping.
A parent shopping alone spends less time in
the aisle, but purchases more.

Mothers shopping with kids
Mothers agree that they spend more time in the store when shopping with
their kids
26
Source: 2013 The Marketing Store & KidSay
77% agree …
“I spend more time in the store
when I have my kids with me.”
83% agree …
“I spend longer in the supermarket
when I have my kids with me.”

Mothers shopping in the Cereal aisle
Mothers shopping alone spend 10% less time shopping and purchased
14% more units than mothers shopping with kids
•Mothers tend to buy different brands when shopping alone or with kids.
•When shopping alone, mothers prefer General Mills, and Quaker, while mothers shopping
with kids prefer Schnucks, Kellogg’s and Post
27

Mothers shopping in the Juice aisle
Cereal Juice
Mothers shopping alone spend 12% less time shopping and purchased
29% more units than mothers shopping with kids
• Mothers tend to buy different brands when shopping alone or with kids.
• Minute Maid most popular brand with mothers shopping alone while Simply is preferred
by mothers shopping with kids.
28

Myth #6
Waiting consumers are a great target for
advertising
Shoppers
29
Truth: Waiting consumers are most focused on
how to reduce the wait time for their task,
largely ignoring advertising.

• 86% Looking around
• 6% Returning nozzle
Most time at pumping gas is wasted
• 50% Close gas cap
• 20% Take receipt
• 20% Enter payment
• 12% Open gas cap
• 11% Talking
Total time at pump = 6 min
30
During pumping gas most time is ‘wasted’ by just looking around
• Customers at gas stations spend about 2 minutes at the pump
Pre Pumping
50sec
Pumping
50sec
Post Pumping
15sec

Signage Fixation - 60% never notice any sign at the pump
Customers are not very engaged with signage
• Only 40% of customers look at signage during their gas purchase
• Only 1% of time is spent looking at brand signage
31

Signage Fixation – Most time is spent with tasks
Customers are task oriented and therefore not very engaged with signage
• Most time is spent with the task at hand of pumping gas
• Signage gets little attention except for displays close to the pump
32
Eye Tracking Heat Map Eye Tracking Sequence Eye Tracking Fixation
36%
12%
36%
28%
30% 24%
5%

Myth #7
Consumers shop each category differently
Category
33
Truth: Yes and No. The overall process of
shopping is the same but the time spent
and influencing criteria is different by
category

Notice Evaluate Select Buy
Driver
Awareness
Orientation in -store
Relevance
Checking products
Consideration
Comparing products
Choice
Rationalize choice
Activity
A quick glance, colors
and shapes
Look closer at sections,
packs and brands
Pick up packages, read
labels and information
Put the product into
basket or back
Insight
Start at left and right
ends of categories
and work their way to
center
Products that are
evaluated are in the
wider consideration set
Products picked up are
in the narrow
consideration set
90% of products that
are picked up are
purchased
Influence
Store guidance,
intuitive shelf layout,
product placements
Packages with key
identifiers (colors, shape
or design of package)
Information on
packages, intuitive
information flow
Products that stand
out
Category Purchase Funnel
The stages and activities on the path-to-purchase are the same but time
spent on specific activities in each stage differs
34

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Hold
Read
Fixate
The activities are the same but time spent on specific activities and
distribution across categories differ
• Fixating, Reading and Holding are the main shopping activities across all categories
• On average 45% of time is spent fixating, 30% reading and 25% holding
• But the different categories are shopped very differently when it comes to action taken
Shopper Behavior: Time and Activity in Categories
35
Read
=
Evaluate
Hold
=
Select
Fixate
=
Notice

Category sections get different attention from shoppers
• The CSD aisle is shopped very evenly with all products getting even attention.
• The Salty snack aisle is shopped very differently. Different products and sections get
different attention.
Shopper Attention: Category shopping
Carbonated Beverages
Dips, Salty Snacks
36

Shoppers tend to evaluate products in sections where better known brands
are and tend to buy products from those sections.
37
% Evaluating
% Purchasing
% Noting

Purchase criteria and consideration
Category purchase criteria differ substantially
• Shoppers buy cereal by brand but salad dressing and chilled juice by flavor
• Cereal receives much more attention because shoppers spend more time reading
nutritional information on cereal than on the other products
38
Survey data Eye tracking data

Purchase Intent and Actual Purchase – Example cream cheese
Intention can differ dramatically from actual shopping behavior based on
in-store situation and stimuli
• Shoppers shopping predominantly for flavor, brand selection is influenced by sales
• Kraft was on sale for 40% off
• Resulting in nearly 3 times more shoppers buying twice more units
39
3x shoppers
4x units

New technology advances in research allow us to
get closer to the shopper’s true behaviors and true
focus of their attention.
Eye tracking techniques can be used to reevaluate
and refine established beliefs and develop new
insights to gain a competitive advantage.
Final Thoughts
40

41
Kirk Hendrickson,
Founder & CEO, Eye Faster, LLC
Email: kirk.hendrickson@eyefaster.com
Tel: 925-452-4976
Web: www.eyefaster.com
Meinhard Hausleitner
President, Spark Marketing
Email: meinhard@spark-mktg.com
Tel: 480-699-2657
Web: www.spark-mktg.com

For more information please contact us:
Kirk Hendrickson, Founder & CEO, Eye Faster, LLC
Email: kirk.hendrickson@eyefaster.com
Tel: 925-452-4976
Web: www.eyefaster.com
Meinhard Hausleitner, President, Spark Marketing
Email: meinhard@spark-mktg.com
Tel: 480-699-2657
Web: www.spark-mktg.com
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Shopping myths busted using eye tracking

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