Article
The effective way of designing trade leaflets
Optimal trade leaflet design revealed for a major German retail chain increasing customers’ purchase motivation
The Deloitte Neuroscience Institute helped a major German retail chain to design its trade leaflets in a way that maximizes customers’ motivation-to-buy and differentiates its leaflets from the competition.
The business issue of our client
Like every major German retail chain, the client distributes trade leaflets to millions of households every week. However, in order to differentiate from competitors and exploit revenue potentials, the client demanded insights on potentials for systematic optimization of trade leaflet design. Former explicit testing with customers revealed mixed insights that were not useful for pointing out clear design improvement potential.
Our delivered value
The Deloitte Neuroscience Institute identified most effective design elements within leaflets that triggered customers’ motivation-to-buy. In addition, overall layout was optimized to provide clear distinction to other competitors in the market and address specific customer segments through leaflets, which match customer expectations regarding content, structure and design.
Our approach
In order to provide the demanded insights, the Deloitte Neuroscience Institute has equipped participants with eye tracking glasses and an EEG headset and asked them to read leaflets of the client and its competitors, as they usually would do in daily life. In order to achieve a daily life feeling, the study was conducted in a rental apartment where a breakfast table was arranged. The experiment provided insights into how customers read leaflets under real world circumstances and how they perceive different design elements. In addition, the Deloitte Neuroscience Institute findings were discussed with Deloitte industry experts to derive the optimal leaflet design that maximizes customers’ motivation-to-buy and provides a clear design distinction to competing firms’ leaflets.
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