EYE TRACKING STUDY OF POS FOR IMERCO
A good strategy starts with good knowledge of the customer. The same applies to point of sale material in the physical store. Hardware chain Imerco is working actively with POS, and therefore desired qualified knowledge about the practical impact of their POS on the consumer.
New, evidence-based customer insights
We studied Imerco’s POS material using eye tracking. Eye-tracking technology makes it possible to gain new insights into consumer behaviour, because unlike traditional surveys, the method not only tests the customer’s ability to describe and remember the experience. The glasses also track eye movements second by second. This makes it possible to conduct evidence-based studies of consumer behaviour. Imerco wanted the study to particularly focus on the effect of their POS material in the entrance area. In many ways, an interest-raising entrance area is an essential part of the physical store – particularly in shopping centres, which are paradoxical, because at the same time, they have a high customer flow, but also a lot of visual noise from surrounding shops and other customers. This makes demands of the use of POS, particularly in the entrance area where competition from visual attractions in the entrance areas of each shop is particularly challenging.
Sales-oriented POS works for Imerco
The study focuses on Imerco’s Christmas campaign. Kailow Insight conducted two tests in the same store, but with a different configuration of the POS material. We adjusted the visual elements, which means that we can draw conclusions on how the POS raises awareness, partly in relation to the design and partly in relation to location. The results showed that, in the test, customers gave more attention to the sales-oriented POS than the atmospheric POS. Customers are looking for bargains when they visit Imerco. The purchase does not play an identity-forming function for customers, and they therefore focus mainly on cheap bargains, which were highlighted through POS and brought them inside the store.
New perspectives on in-store POS
The results of the eye-tracking study have made Imerco start to think more holistically about their POS strategy. The customer can only focus on one thing at a time, and it is therefore important not to have too much POS material speaking in different directions. The customer needs balance and harmony. Therefore, it makes sense to highlight specific elements or items as visual attractions, and support these attractions with sales-oriented POS material.