eyetracker, Europe’s leading dedicated eye tracking research
company ( www.eyetracker.co.uk) and European packaging giant DS Smith ( www.dssmith.uk.com ) have reached a pioneering partnership agreement that sees eyetracker working closely with DS Smith.
The partnership aims to help DS Smith's customers improve Retail
Ready Packaging (RRP), its influence on shopper navigation and its potential
to increase sales.
The two companies are working together to get a better understanding of exactly how corrugated RRP helps shoppers find what they are looking for quicker. The combination of eyetracker’s technical and analytical expertise and DS Smith’s knowledge of RRP provides powerful insights for DS Smith’s customers who need to understand how to make their products stand out in the ever increasingly complex shopper journey.
The organisations recently undertook a joint pilot study exploring the effect RRP has on shopper fixture navigation.
The pilot, run in September at DS Smith's Ely Innovation Centre, consisted of respondents shopping two fixtures each of which was dressed with and without RRP. All the shoppers conducted their shop while wearing the very latest in wireless HD eye tracking glasses
DS Smiths Alan Potts DS Smith “We now not
only have a thorough understanding of RRP’s role in improving supply chain and
in-store efficiencies, but also how it can help our customers improve sales and at the same time reduce shopper frustration. We recognise that putting some facts behind this will demonstrate the extra ROI that RRP can generate if it is used correctly.
We identified eyetracker as one way of doing this, it is still early days
but literally looking at RRP through the eyes of the shopper is giving us some
surprising results”.
Iain Janes eyetracker MD adds “ We have been developing our packaging research methodologies for the last 4 years and have been helping many of today’s
Global players add to their bottom line. As the 18 Century American
philosopher Henry Thoreau once quoted It’s not what you look at that matters,
it’s what you see – never is this more true than in the highly competitive retail
environment, where getting a product seen can make the difference between success or failure. Over the coming months we a looking forward to helping some of DS Smith’s customers get even more from their RRP campaigns”
To find out more about the pilot and its findings or to speak to eyetracker, please contact Iain Janes.