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In-store product display optimization to increase motivation to buy
For our client in the FMCG industry we used neuroscientific methods to understand which in-store marketing elements trigger the highest buying motivation, and we identified which elements receive most positive attention from current customers and non-consumers. We also gave recommendations for action to increase sales by selecting the right product displays and improving their placement, and we created guidelines on how to address consumers with different personality types best.
How did we do it?
To analyze the target group's usual shopping behavior, current consumers and non-consumers of the target product were equipped with EEG and eye tracking devices and asked to shop in a supermarket as usual. Eventually, their shopping behavior was analyzed and participants conducted a short personality test. Based on the findings, the most promising marketing elements, i.e. those that evoked the strongest buying motivation, were identified.
Which value can we create for you and your business?
With the help of our neuroscientific methods, you can implicitly draw the attention of your potential customers at the point of sale (PoS) to your product and increase their motivation to buy. Moreover, their motivation can be further increased by considering the target group’s distinct personalities and needs. Consequently, this methodology is a great way to increase sales as well as your Return On Ad Spend (ROAS). In addition, neuroscience can be used to help forecasting the future success of marketing elements before the campaign and product launches.
Did you know that visual attention follows two stages and behaves like a zoom-lens?
In general, scholars agree that every person follows two steps when it comes to visual attention. At first, our attention spreads widely across the visual scene while information is being processed in parallel. Afterwards, our attention focuses on a specific area within the visual scene and information is being processed in sequences. Moreover, scholars have found that attention works like a “spotlight”, i.e. we perceive visuals in a circular form, with a focal point in the center where we see clearly, a fringe that appears blurry to us, and a margin – the area that we completely block out when we focus our gaze. Plus, we can actively change the size of the spotlight which is why scholars also refer to this phenomenon as the zoom-lens model.
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