Virtual Shopper Journey
Know your customer’s in-store journey before you build your store
The challenges that brick and mortar retailers face are numerous: the increasing threat from the online channel, the very high percentage – 85% – of products delisted after just 1 year on the shelves, or customers’ rapidly changing in-store purchasing behavior, to name just a few.
As consumers, we are constantly bombarded with advertising messages and products that strive to address our needs, expectations and desires. This makes the supermarket ground zero because, as it turns out, on about 2 out of every 3 product purchases, we decide while wandering through the aisles. The messages that we receive at the point of sale and the emotions that we develop while being in the store strongly influence our decisions.
We added a neurometrics layer to the VR platform, in order to get deeper insights into customer behavior. We measure customers’ emotions and attention through EEG (electroencephalography) and ET (eye-tracking) devices while they shop through the aisles. Combining a virtual environment with neurometrics allows us to do in-context research while still in the lab: shoppers’ emotions and reactions are studied in an almost-real-life setting, helping us map their habits and behaviors.
The VSJ solution is extremely useful for retailers, especially when faced with complex decisions, such as assessing the impact of different in-store communication channels on shopper behavior or deciding on the perfect mix of packaging, merchandising and advertising for a new product launch that will ensure its success on the market.
Buyer Brain’s Virtual Shopper Journey solution allows marketeers to measure the impact of a campaign, not only in terms of overt behavior, but also at the nonconscious level, by providing a much more detailed insight of the human brain and of the often ‘unexplainable’ shopper behavior.
Why Use Virtual Shopper Journey?
VSJ Case Study
FMCG products studied: Beer.
Objective: to assess the impact of different communication channels on people’s in-store behaviour. We measured people’s reactions towards the promotional materials and towards products presented at the shelf.
Research tecqniques: EEG, ET, VR Platform.