Eyeware ranked 3rd ICT startup in Switzerland

Since 2011, Venturelab has organized the TOP 100 Swiss Startup Award. The 100 most innovative Swiss startups are picked by a panel of 100 leading investors and startup experts. Each one nominates 10 favorite Swiss startups, less than five years old, with the greatest commercial potential. 

The TOP 100 Swiss Startup Award has become a benchmark in Switzerland’s startup ecosystem. The award show connects the most promising Swiss startup CEOs with Swiss and international investors, executives, and journalists. 

 

Eyeware ranked 17th in the overall Top 100 ranking. In the Information and communications technology category, Eyeware ranked 3rd, after Ledgy and Carvolution.

We are humbled to receive this recognition from the Swiss startup ecosystem in 2020! Congratulations to all the top quality companies representing the best of Swiss innovation and to Venturelab for putting everything together for the past 10 years!


Eyeware in Top 3 at SwissTech Pitchinar 2020

20 top Swiss startups took the virtual stage in Asia!

 

Serban Mogos, our Co-founder & COO was invited to pitch at SwissTech Pitchinar 2020 in June, and Eyeware was selected among the four finalists.

SwissTech pitching competition spotlighted  20 Swiss deep tech startups and their ground-breaking tech in Advanced Instrument, AI, AR/VR, Biotech, Blockchain, Cybersecurity, Energy, Fintech, HealthTech, IoT, Robotics, Software and VehicleTech with 90-second pitches.

 

First place startup, we had MITHRAS TECHNOLOGY represented by Franco Membrini, followed by the finalists: EYEWARE, STOR-H TECHNOLOGIES and SWISS TERAHERZ. The virtual event was moderated by Jordi Montserrat, Co-founder and Managing Director of Venturelab, an organization that supports top Swiss startups in their global expansion.

“Technologies and innovations are making a difference in improving and enhancing our lives, and countries like Switzerland are leading the way. Switzerland was recognized by the Consumer Technology Association as an Innovation Champion, which is our highest honor”, said Gary Shapiro.

 

swisstech pitchinar

 

SwissTech Pitchinar 2020 was organized by swissnex China in collaboration with SwissTech, CES ASIA and Venture Leaders, and in partnership with EPFL, ETH Zurich, Greater Zurich Area, Innovaud, Swisscom and Venturelab. The SwissTech Campaign partners are Presence Switzerland, Switzerland Global Enterprise, Innosuisse, digitalswitzerland and swissnex Network.


Eyeware - Winner of the 100 Wolves pitching contest

Eyeware’s Co-founder & COO, Serban Mogos, had the chance to pitch at the 100 Wolves Pitching Contest June 2020 hosted by Wolves Summit and successfully won this edition! The main prize is the opportunity to pitch directly in front of AI Startup Incubator's investment board committee, with a chance to get €50k funding.

Eyeware is the winner - Wolves Pitching Contest 2020

The Wolves Summit experience

In each edition, 100 startups are chosen to present their ideas, having the opportunity to increase the company's reach, and even acquire new business partners, as well as valuable feedback and connections with investors. This startup contest is currently held online.

In their words: “Wolves Summit is not only a conference for startups. It is a place where technology meets design, sales, marketing, and investors altogether.”

Eyeware develops technology for understanding human attention in 3D environments with direct applications in multiple industries, including gaming, robotics, research, advertising, and more.

We can accurately detect where a person is looking at, and use this information for analyzing attention to objects, generating dynamic content, or controlling interfaces with eye-gaze. The technology is unique and patent-pending, and it opens new markets where Eyeware can position itself as a leading innovator. We are licensing the technology for integration into consumer products, and we open for pilot projects with partners that are interested to evaluate potential use cases.

Our vision?

To enable machines to interact with us in a more natural and intuitive way. With our core technology, we can enable everyday devices, such as phones, computers, and cars, to understand our attention, engagement, and interest.

Eyeware team members


Retail eye tracking

Orbbec and Eyeware partner to enable 3D eye tracking with consumer cameras

  • April 9th, 2020 - Orbbec, the worldwide developer and supplier of 3D cameras and motion sensing technology, and Eyeware, the Swiss-based eye tracking technology company on a mission to bring attention sensing solutions to multiple industries, partner up to enable industries like retail, simulators and academic research with eye tracking for consumer depth sensing cameras.

By combining Orbbec’s line of advanced 3D cameras and Eyeware’s robust eye tracking technology, the partnership’s core mission is to pioneer eye tracking software coupled with powerful hardware.

Retail eye tracking

Shopper insights will be simplified and made more affordable using consumer grade sensors and eye tracking data. The Astra Embedded S is an optimal choice for use on the shelf or in kiosk setups that require compactness. The retail industry can now collect continuous GDPR-compliant, anonymous data from thousands of people, without the need for calibration and eliminate the necessity of any head mounted gear. Gaze paths, time to purchase and number of views for a specific AOI (area of interest) are some of the insights gained.

Specific industries like retail, academic research and training simulators, are now accessible for eye tracking insights to everyone, everywhere through consumer 3D cameras.” Click To Tweet

“Eyeware provides a premium technological eye tracking know-how to allow for more use-cases and solutions of understanding people and machines. Specific industries like retail, academic research and training simulators, are now accessible for eye tracking insights to everyone, everywhere through consumer 3D cameras.” said Agnes Zheng, Director of Sales, Orbbec.

The use of affordable hardware is enabling eye tracking for training simulators that have been restricted by expensive eye-tracking solutions so far. Training sessions are enhanced through eye tracking data for visual checks, shortening the length of training by offering feedback for critical trainee events, correct prioritisation by assigning data for looking at the right objects, at the right time and in the right order.

Academic research is empowered to progress in human-machine interaction, clinical research or human behaviour research. With no headgear or glasses and using low-profile Orbbec sensors, gaze-paths, time of fixation and how observers respond to a change are now measured in real time or for later analysis.

Use cases that previously haven’t been economically viable, are now unlocked using cost-effective, commercial depth sensors to track the human gaze in the open space. Click To Tweet

“Use cases that previously haven’t been economically viable, are now unlocked using cost-effective, commercial depth sensors to track the human gaze in the open space. We’ve partnered with Orbbec at CES 2020 to demonstrate 3D eye tracking with the Orbbec Astra Embedded S and we are happy to continue our journey together to empower new industries with eye tracking capabilities, enabling machines to see the world in 3D and allow more natural interactions.”, shared Bastjan Prenaj, CBDO and co-founder at Eyeware.


Melexis Eyeware collaborate for DMS

Eyeware and Melexis collaborate on 3D ToF sensor-based eye-tracking solutions for driver monitoring systems

3D Time-of-Flight sensor-based eye-tracking solutions for Driver Monitoring Systems - Melexis

Tessenderlo, Belgium, 17 March 2020 - Eyeware, the Swiss-based 3D eye-tracking technology company on a mission to bring attention-sensing solutions to multiple industries, and Melexis have joined forces to create an advanced driver monitoring system (DMS). The DMS leverages Eyeware’s attention-monitoring technology, which uses Melexis’ new MLX75027 3D Time-of-Flight (ToF) sensors with VGA resolution, to enable robust eye gaze and head tracking for in-cabin driver monitoring, even in sunlight.

The DMS leverages Eyeware’s attention-monitoring technology, which uses Melexis’ new MLX75027 3D Time-of-Flight (ToF) sensors with VGA resolution, to enable robust eye gaze and head tracking for in-cabin driver monitoring, even in sunlight.

As a pioneer in the field of eye-tracking, Eyeware uses 3D Time-of-Flight cameras to overcome the limitations of infrared-based tracking technology. The company has developed its algorithms using proprietary strategies that are based on data-driven machine learning approaches, making it applicable in systems using low power, cost-effective and compact sensors.

MLX75027 3D Time-of-Flight sensors with VGA resolution - Melexis“This collaboration demonstrates the robustness and wider range of head movement that can be achieved using ToF technology, compared with current driver monitoring systems,” said Gualtiero Bagnuoli, Product Marketing Manager, Melexis. “Melexis' MLX75027 3D Time-of-Flight sensor with VGA resolution, used in the demonstrator, employs a high modulation frequency (20-100MHz) to drive the IR illumination. Along with the patented pixel design, this means the sensor is almost completely unaffected by light, resulting in robust and reliable operation under changing conditions, such as sunset.”

The range data provided by the 3D Time-of-Flight sensor is used to further enhance the reliability of the head and gaze tracking capabilities of the system, enabling it to monitor a very wide range of head movement. The VGA 3D ToF sensor requires a minimal footprint, allowing it to be easily integrated into the rear-view mirror assembly.

“Although the resolution of the 3D Time-of-Flight sensor is lower than current driver monitoring system cameras, the DMS needs just one MLX75027 VGA 3D ToF sensor to track both driver and passenger,” explained Bagnuoli.

Eyeware - 3D eye-tracking technology companyKenneth Funes, CEO and co-founder, Eyeware, added: “We can localize eyes well, even under low resolution settings or under large head movements. Our technology also operates in a multiuser environment, to monitor car interiors with multiple passengers. This latest demonstrator shows our technology is very robust, coping well with changing lighting conditions. Eyeware is bringing these unique traits to the DMS market to make 3D eye tracking a reliable and competitive technology to be considered.”


How to Optimize ATC (Air Traffic Control) Training Simulators with 3D Eye-Tracking

Air traffic controllers bear a huge responsibility for the safety and fluidity of air traffic. 

Dealing with the amount of information their role requires can massively challenge memory and cognitive load. This is why their training becomes essential to maintain performance and why ATC simulation training companies are tasked to observe and come up with the right insights about trainees.

If you are looking to evolve and improve your ATC simulation systems by using new technologies, this article will share why 3D eye tracking technology will become one of the most useful solutions for ATC training simulators and how you can accelerate trainee performance with it, while keeping implementation costs to a minimum.

The Power of Simulations in ATC Training

The most powerful thing in simulations is observation.

In simulations, manufacturers can replicate scenarios and settings that could be emergencies or dangerous, while testing how trainees react and make decisions in those settings more than once or twice. 

Trainers can observe and compare how different ATC operators react to the same scenarios. This way, they can optimize their performance and teach trainees what parts of their behaviour needs to adjust and to what extent. And it can be done without exposing anyone to real life danger.

How Eye Tracking Can Improve ATC Training Simulators

Eye tracking technology is an important development within the domain of ATC training. 

In comparison with traditional ATC simulators (that don’t use eye tracking), ATC simulators upgraded with eye tracking systems can provide valid ATCO (air traffic control operator) attention data to better measure trainee performance.

By integrating 3D eye tracking in simulators, instructors are able to track in real-time where air traffic control operators or aviation professionals are looking and how they monitor different instruments and displays.

3D eye tracking (or remote eye tracking) can assess monitoring performance of ATCOs by using fixation counts and duration or gaze dwell time metrics (such as dwell time between seeing alerts & notifications and acting on it).

The Insights Given by an ATCO’s Eye Movements 

An air traffic control room is an intricate, complex and safety-critical place to be and it is very mentally challenging to manage it, because of the dynamic movement of multiple aircraft and the complexity of scanpaths. ATCOs process a lot of visual and acoustic information. And the spatial surroundings add to that. 

Scanning the multitude of displays and instruments is a difficult job. Eye tracking enables spotting the weaknesses in the standard scanning procedures of ATC trainees, digging out the gaps/glitches in visual perception during different stages of operation.

air-traffic-control-eye-tracking

Addressing Human Error in Aviation with Eye Tracking 

Many aviation incidents/accidents have been analyzed and, for some, the conclusion was that ATC poor operations were the cause - most common being one aircraft passes too closely to another aircraft (operational error - OE). Many OEs happen because of vulnerabilities in visual and cognitive processes. 

Eye-tracking technology can make a difference if it is used as a way  to detect persistent scanning errors.

How to Use Remote Eye Tracking in ATC Simulators

Here, at Eyeware, we took eye tracking a step further and made it 3D. 

Remote eye tracking (or 3D eye tracking) is a new technology that helps you track ATCOs visual attention and AOIs (areas of interest like instrument panels, specific gears etc.) from as far as 1.3m (4.3 ft) away, without headsets or any other kind of gear attached to the trainee.

What You Need to Install Remote Eye Tracking in your ATC Training Simulator

This can be done with a 3D depth-sensing camera  integrated in ATC training simulator and GazeSense, a 3D eye tracking software created to be able to map the point of analysis. This software can interpret precisely where or what the subject is looking at and gives you live data or stores it for later, if needed. 

So, all you need to get eye tracking technology in is:

  • a low profile 3 D camera to simulate natural environment;
  • our API to monitor trainees in real time.

This comes with automatic calibration and low-light compatibility. Being headgear free and software based, this solution keeps your implementation costs low.

air-traffic-control-eye-tracking

How You Set Up Remote Eye Tracking in Your ATC Training Simulator

As there are no complex headgears or programmes, the set up is easy to do, whether your ATC simulation system is enroute, approach or tower:

  1. Position the 3D camera inside the ATC simulation system, facing the trainees
  2. Connect camera to computer
  3. Download our software GazeSense
  4. Designate 3D objects in GazeSense with reference to the camera
  5. Start streaming live attention data

air-traffic-control-eye-tracking

The Benefits of Remote Eye Tracking in ATC Training Simulation Systems

Remote eye tracking tracks attention. And attention data gathered with eye tracking helps you understand:

  • How the pilot trainee prioritizes the environment - with remote eye tracking, instructors assess whether ATC trainees are looking at the right instruments and AOIs (areas of interest) at the right time. 

For example, you can detect in real-time if the ATC trainee is looking  where he should be, in the precise order, in simulated abnormal situations like fire, engine/smoke effects, landing gear malfunctions.

Or, for simulators that offer online adaptation of external tower environment, you can track gaze patterns in different weather conditions simulating clouds, rain, snow or wind and improve them on-the-go.

  • Which habits are being developed and can be improved - you see if ATC trainees are following procedures and checking things the way they are supposed to. 

For example, prioritising certain AOIs when turning on/off aircraft position lights.

  • What does the trainee overlook - many ATCOs present signs of inattentional or change blindness - failing to perceive major things going on right in front of their eyes, because of the control room's visual load. 

Things like notifications or alerts are sometimes missed. In repeated ATC simulation training, instructors can simulate certain delicate or difficult scenarios over and over again and track eye movements to make sure the trainee gets the right result in the end and doesn’t miss the essentials.

Thus, eye tracking is a suitable tool to assess ATCO’s cognitive process of attention and decision-making in the control room and improve his situational awareness.

In the end, using remote eye tracking for ATC simulation training translates into benefits for the trainee, as well as for the instructor: 

ATC Trainee Benefits

  • Develop good habits faster & correct bad ones
  • Focus only on targeted objectives for the trainee - remote eye tracking provides data that shows which aspects of training needs more work for each ATC trainee
  • Improve situational awareness (SA) - analyze how the ATC trainee reacts to technical difficulties, operating in poor weather conditions and improve response to troubleshooting 
  • Accelerate performance - all of the above leads to an efficient learning process, training individualization and faster improvement

ATC Instructor Benefits

  • See what the ATC trainee sees - camera based eye tracking allows instructors real-time access to trainees’ eye movements, sequence of AOIs and, thus, thought process - they have better insight into trainee behavior & comprehension.

This helps to detect faster and better the causes of ATC errors and modify the training accordingly. For example, the instructor can:

  1. observe visual attention during safety checks and offer feedback on it on-the-spot;
  2. observe the trainee’s response to critical events;
  3. correct poor habits as they occur;
  4. ensure ATCOs are looking at the right things, at the right time, in the right order.

 

  • Give Evidence-Based ATC Trainee Feedback 
  • Benchmark the progression of trainees against experienced operators - investigate the visual scanpaths of expert ATCs using different aircraft congestion levels and then compare with trainees results
  • View prioritization of information panels & gauges
  • Ensure correct visual checks are made before an action is taken
  • Make Evidence Based Training Programmes Improvements
  • Optimize resources - in the end, it all leads to reducing training time & costs as well; spotting errors more rapidly and acting on them leads to less training time and accelerates trainee performance at the same time

Wrap Up: Remote Eye Tracking in ATC Training Simulators for a Safer Flying Environment

To conclude, remote eye tracking offers valuable attention data about the trainee and enables a better non-verbal connection between instructors and ATC trainees. 

Only through gazes, trainees give hints on their performance and, at the same time, valuable feedback on how the training can be better conducted, according to their needs.

If wisely used, remote eye-tracking technology can accelerate ATC simulation trainings, facilitate the training process, and in the end, in the real world, decrease the number of OEs incidents and enhance flight safety.

👉 Get in touch and we’ll help you use 3D eye tracking to improve your ATC training simulator.

 


buyer-behavior-shopper-data

How to Get a Better Understanding of Shopper Behavior Through Eye Tracking

Buyer behavior is at the root of many informed business decisions - and it's becoming harder and harder to understand why people buy and what really is behind every purchasing decision.

If you're one of the companies in the constant pursuit of understanding how customers act and think before buying, forget about guesswork and intuition - you will need accurate data about the shopper's habits.

Today's buyer is savvy and often unpredictable. There are a few key moments to try to observe buyer’s behavior whether online, before buying, at the moment of purchase or post-purchase.

In this article we will reveal how you can better understand the shopper’s way of thinking at the moment of purchase. Everybody is different, but some patterns exist to help you optimize their paths to purchase.

Read on if you want to know how you can better gather data that powers observation, analysis and buyer behavior understanding through 3D eye tracking.

buyer-behavior-shopper-data

First of all, What Is Buyer Behavior?

If buyer behavior used to represent all the activities that consumers and businesses do in order to buy, use and dispose of goods or services, it has since developed into much more than that. It examines the consumers’ shopping habits from their first contact with a company until the final purchase and even post-purchase. It includes the buyer's emotional, mental and behavioral responses when engaging with a company or brand. And it blends notions and elements from psychology, sociology, anthropology, marketing, economics and behavioral economics.

Why Is It Important to Understand Shoppers?

When developing the marketing mix for your product, it is quintessential to know the perceptions, attitudes and actions people have and take when buying your products.

Once marketers  discover how customers behave, they can make informed marketing decisions. All promotions, product launches, advertising activities should be influenced by the study of buyer behavior. 

Let’s dig a little deeper into what influences buyers’ shopping behavior.

What Influences Purchase Behavior?

The first thing you should know about buyer behavior is that there are internal and external factors that influence how a shopper behaves

The internal factors deal with variables like the consumer’s personality, perception, values and self-image. For example, a country manager of an important financial company might buy an expensive car, because it fits his self-image. Sales reps and marketing managers need to analyze these variables when developing marketing campaigns for their products.

The external factors divide into:

  • cultural & social factors: consumers have the tendency to imitate other people they admire or take their opinion into account
  • point of purchase factors: the shopper’s behavior is affected by aspects that can be controlled by the marketing managers or retailers, such as: the way a product feels and looks, its packaging, the store’s layout, product placement and planograms, advertising and promotions, client service, background music and others.

In order to find out how to optimize the external factors that influence buyer behavior – and increase sales and better the customer experience – it is necessary to analyze shopper behavior to determine what produces the best results for a specific product and within a specific store.

Where Can You Analyze Buyer Shopping Behavior?

Omnichannel is the word of the day. In other words, observing shopper behavior online and offline. The way consumers research and purchase products is a mixture of online (what website they came from, what pages they browsed, what products they clicked on, how much time they spent on certain pages and when and how the final purchase was made) and offline activity or in-store (on which we will expand on in the following chapter). 

That is why, marketing managers, research agencies and retailers should make sure they analyze the way the shopper interacts with their brands and products through these channels, holistically.

This article is aimed at offering buyer behavior analysis solutions for in-store retail, so we will continue by exemplifying some tools through which shopper behavior can be understood at the offline point of purchase.

shoppers-behavior

How Can You Measure and Analyze Buyer Shopping Behavior In-store?

When it comes to observing consumer shopping behavior in the store environment, most retailers use solutions like:

  • Modern POS: some modern point of sales system are created not only for selling different items, but for generating reports and metrics like customer counts, sales trends, profit margins and more
  • Foot traffic analytics solutions: these come in the form of people counters and beacons - helping retailers make deductions about how good a navigation system or a store design is 
  • Smart carts with location beacons
  • The store’s Wi-Fi network: to see how many shoppers come into the store and what areas they visited
  • Visual systems (camera systems, optical 3D sensors)

Going from Rational Shopper Data to Emotional Shopper Behavior

Counting the number of people entering a store, identify demographics like age and gender or track the movement of people within a store are all important for your brand or store.

However, you also need tools that measure the emotional state of your consumers. Much of the decisions made by people are guided by emotional or instinctive response. 

As we have stated in the early stages of the article, analyzing shopper behavior means dealing with internal human decision factors, like: values, self-image and perception.

buyer-behavior-eye-tracking

In order to grasp how a buyer perceives your product, you need to be able to analyze his reactions while engaging with the product.

A new and early adopted way of observing, measuring and analyzing buyer behavior comes in the form of AI based technology that rely on face detection and eye tracking.

The 3D eye tracking technology is one of these AI based technologies, that enables you to do shopper behavior research, while making sure that privacy remains a priority.

This technology will help you get answers, in real-time, to questions like:

  • Did the buyer see my product?
  • If he saw it, did he consider it or just glanced at it?
  • How many times did he look at the product?
  • Did he see the competition’s product as well? If yes, did he compare them? How much time did he spend looking at my product vs. the competition’s product?

By analyzing this type  of buyer behavior and attention, you have access to real-time insights and trends that lead to making data-driven decisions.

Using 3D Eye Tracking to Measure Buyer Visual Behavior

Eye tracking is widely used on and offline to study how shoppers interact with products or spaces and to understand what products, promotions and designs capture attention. 

The reason why eye tracking is recommended to research the shopper’s behavior is that our eyes are the primary way we engage with the marketplace.

buyer-behavior-shopper-data

So far, eye-tracking has mostly been done by using special glasses or headsets. These are given to customers or mystery shoppers to be worn during the shopping process. 

However, eye tracking through traditional glasses can bias shopper behavior, as the subject is aware of the fact that his actions are followed and analyzed. Thus, the consumer’s actions won’t be as authentic and raw as you would want them to be. Under known supervision, the buyer’s actions are, involuntarily, somewhat over thought and altered by post-rationalization.

How 3D Eye Tracking Works

And this is where 3D eye tracking comes in, a new way of measuring attention in a non intrusive, anonymous way, capturing the true and unaltered shopper behavior - how they naturally act at the shelf.

At Eyeware, we took market research and eye-tracking a step further and created a way to collect data on shopper attention using 3D eye-tracking, which remotely tracks visual attention from as far as 1.3m (4.3 ft) away. 

This means:

  • No glasses – it is a non-intrusive method
  • No VR headset – the shopper is not burdened by any heavy objects during shopping
  • No personal approach with the shopper – it is all anonymous and GDPR friendly 

Using off the shelf depth-sensing cameras, it allows you to track multiple subjects, label objects of interest (shelves, displays or other merchandising items) in the open space and track attention towards them in real-time, with the help of GazeSense, a 3D eye tracking software created to be able to map your store or your point of analysis (shelf display, products etc.).

By placing a discreet sensor on the shelf or point of sale, shopper attention data can be provided in real time or stored for later analysis.

shoppers-behavior-buying-decision

Having Access to the Unconscious Buying Behavior and Consumer Habits

Human decisions are not as rational as we would like them to be. The majority of human behavior begins at an unconscious level. These automatic processes, including behavioral mimicry also impact attitudes, beliefs and goals without engaging consumers’ conscious minds. 

Consumer habits, a type of automaticity, are also behaviors affected by contextual stimuli; habits that happen independent from our intentions and control, to some level, and it is how consumers make brand decisions in the context of their daily lives. This was one of the key findings for one of our clients, after conducting a 3D eye tracking study.

The study revealed shoppers were on autopilot. They typically spent under a minute in the aisle and grabbed a single product. Shoppers were frequently buying whichever brand they saw first and not necessarily finding “their brand”, revealing that their buying criteria was primarily based on first observed. Prolonged consideration was not common.

The Type of Buyer Behaviour You Can Collect Through a 3D Eye Tracking Study

By using 3D eye tracking you can see how shoppers interact with products on the shelf. 

How? By analyzing fixations, gaze points, revisits and other eye movement behaviours. This way, you will have insight into the shoppers’ buying behaviour and be able to find out:

  • What emotional responses do buyers have throughout their shopping experience. Emotion is what really drives the purchasing behaviors; human beings are not as logical as we might imagine - eye movements are raw, unaltered indicators for how people are really perceiving a product
  • How impulsive the buyer is
  • How genders react to what you’re marketing
  • How your displays or promotions are performing
  • How many of your shoppers turn into buyers
  • Where shoppers spend the most time choosing
  • What captures their attention at the shelf, whether that's from your display or your competition's promo
  • The difference between what buyers say they do during focus groups or surveys and what they actually do
  • If it’s worth investing in special displays
  • Whether your new packaging is visible enough and desirable

All of the above types of shopper insights can demystify their behavior and help you take data-driven decisions towards influencing their path to purchase.

Wrap Up: Trust the Buyer’s Words, but Most of All, Trust the Buyer’s Behavior

As we have seen, having access to what influences a consumer’s buying process tells companies about their own products and about their competitors as well. Companies can discover the attributes and features that buyers value most when comparing two different brands. 

So, it is recommended to assess not only the rational perceptions of potential buyers and buyers (by conducting traditional market research, such as focus groups), but also the unconscious and unaltered perceptions and impulses, if you really want to make a difference and discover which products and what features are providing the largest return on investment. 

We can assist you in gaining competitive advantage with a better understanding of buyer behavior. Reach out to the Eyeware Team and we will be glad to help you try real-time 3D eye tracking!

 


eye-tracking-retail-roi

Is Eye Tracking Worth It? Measuring ROI when Experimenting with Eye Tracking Studies in Retail

In the crowded environment that retail has become, staying ahead of competitors and knowing what works (and what doesn’t!) requires many  research instruments and new ways of looking at data.

One innovative technology that gained traction in market research is 3D eye tracking - the process through which the shopper’s gaze and attention are captured, monitored and analyzed, with the purpose of gaining shopping behaviour insights and, in the end, increase sales.

If you’re considering eye tracking but still have questions about costs or possible implementation challenges, we’re here to discuss the ROI of getting shopper data through 3D eye tracking and how to keep costs low and mitigate risks as much as possible through no unnecessary investments. 

These are a few of the challenges our article is aimed at clarifying, dedicated to brands, retailers  or market research agencies still in doubt on whether to apply eye tracking studies as a way of accessing greater shopper research.

Stay tuned and find out what makes an eye tracking study worth your budget, why and when your company can take into consideration eye tracking research, at what costs and what can you get out of it. 

Why Is It Worth Using Eye Tracking in Retail?

When talking ROI, shopper insights can yield more value than a simple math calculation that shows you how much cash you made from your investment or how fast you recouped the money. 

Unlike other market research techniques, eye tracking is able to give the most unbiased and authentic insight about a person’s perceptions and desires. 

Each type of gaze, eye movement or blinking habit says something about the shopper’s subconscious and real feelings about a product, that can often be done unconsciously  at the moment of their first visualization. 

As a consequence, shopper attention data has become even more valuable than cash analysis because it yields more intimate insights and value - it’s pure, untouched by any human post-rationalization.That is precisely why it’s powerful when creating or selling a product for your target consumer. 

Thanks to its rawness, attention data is able to confirm or rule out your market research hypothesis, with no room for interpretation or bias. You will know if the change in the product you invested in or the fancy shelf display is worth putting budget in or not - and that is the kind of insight that powers data-decision making.

However, valuable attention data can be hard and expensive to collect if you use the tried methods that have been promoted on the market so far. Most of the eye tracking technologies imply headgear or glasses that have to be worn by shopper subjects.This devices are quite intrusive and interfere with natural buying behavior. The good news is that these are not your only options and that you can get the same data for less.

How Much Does Eye Tracking Cost?

As an Innovation Manager or Market Research Manager, budget is always an important variable when making decisions. Questions like How much should you invest to meet your research objectives?  OR What is an acceptable price/quality ratio for eye-tracking systems? are things we hear all the time, with good reason.

To have a starting point, we will assist you in mapping the eye tracking solutions out there and making a short cost-quality analysis.

There are lower-end and high-end eye tracker solutions. 

The price difference comes from:

  • data precision (the ability to correctly and stably pin the eye movements)
  • the hardware used 
  • and other factors such as accompanying software and support

While there is no exact price to an eye tracking system, as costs vary depending on the type of project and industry that is used in and its research objectives, some price ranges can be pinpointed, if you want to get a bird’s eye view on the types of investments a company can make in eye tracking research:

  • Middle-end eye tracking systems - 15,000- 25,000 EUR  used for taking eye tracking out of the lab environment and conduct multipurpose commercial or academic research
  • High-end eye tracking systems - 25,000+ EUR: used by industries that need very high accuracy and precision and extended studies such as neuromarketing and others alike.

A typical eye tracking option (that includes headgear) often ranges anywhere from 15,000 EUR to 50,000 EUR. Eyeware offers the same data, at a fraction of the cost.

Besides being intrusive, headgear is usually quite expensive. 

Here, at Eyeware, we make innovative eye tracking research accessible to any retailer, research company or internal innovation department that wants to better understand shopper behaviour and improve their retail strategy. We made it our mission to deliver eye tracking solutions that can easily pass the value for money test. 

That is where remote eye tracking comes to meet the needs of companies in search of an innovative, reliable and affordable eye attention monitoring technology.

eye-tracking-measure-roi

How to Keep Costs Low When Doing Eye Tracking Research 

Even though the earliest innovators are willing to pay a premium for cutting edge technology, that doesn’t mean you can’t mitigate risks by avoiding investments in expensive gear and consultants time.

Our 3D eye tracking technology collects your shopper data without any intrusive instruments that come with a hefty price tag. You will be able to get the same data with:

    • No glasses needed – It’s a non-intrusive research method that yields accurate, unbiased data. As opposed to regular eye tracking, 3D eye-tracking can remotely track visual attention from as far as 1.3m (4.3 ft) away.
    • No need to approach or disturb the shopper – Gathering data is anonymous and GDPR-friendly, it doesn’t disturb the shopper with annoying requests to wear devices while “mystery shopping”.
    • No expensive equipment needed –  Consumer grade equipment (that can be less than 200 Euro) can work with remote eye tracking software.This hardware, combined with a PC/processor that you probably already have in your office is all you’ll need to get started.
    • No consultants needed  You won’t need to finance consultants to assist you for the entire time you are running the study. 

So, no pricey instruments or sensors means no risky budgets - this way of running eye tracking studies mitigates the upfront risks one might take with gear and support.

Extended research studies that take months won’t need consultants on the premises or other investments other than an easy to use software license.

It’s as easy as mounting a camera on a shelf and you can start collecting shopper data from day 1. The only investment made is in the inexpensive hardware and software license. 

We’ve listened to feedback from research companies, retailers and brand managers, understood the struggles and issues, so we’ve developed a sustainable eye tracking solution that works with low-cost equipment and can collect data over long periods of time.

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All you need is a depth-sensing camera (hardware) to track thousands of customers in a GDPR friendly anonymous way and GazeSense, a software created to be able to map your store or your AOIs (area of interest - aisle, shelf display, products etc.).

By placing a discreet sensor on the shelf or point of sale, shopper attention data can be provided in real time or stored for later analysis.

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eye-tracking-retail-roi

How to Estimate Eye Tracking ROI?

Just as with any honest research, no study can guarantee specific results, especially money-wise.

Eye tracking studies can however yield insights, a “change in performance” or “no change in performance” finding can have implications for future investments & changes.

However, estimating eye tracking ROI is not impossible: for example, an increase in shopper attention towards the product  by 10% can lead to 10% more shoppers considering the product, all the way down to 10% more sales - and that’s an easy way to tie research and innovation to revenue.

By optimizing attention you can immediately see how it trickles down to more sales.

3D eye tracking studies guarantee insights and clarity into your marketing, packaging and shelf performance.

eye-tracking-retail-roi

Are there any clear positive results after conducting a 3D eye tracking retail study? This is a very easy question to answer: definitely YES. 

But it is quite hard to measure. 

First and foremost, Return on Investment (ROI) is a performance measure that does not generate revenue unto itself in MR (market research). This is due to the difficulty in quantifying the value of what MR provides. What you will know for sure is that you will have better retail/sales insights, thanks to objective and quantifiable data, in a way you would not have without remote eye tracking at the shelf.

eye-tracking-retail-roi

What shopper insights can you gain?

By analyzing fixations, gaze points, revisits and other eye movement behaviours you will have insight into the shoppers’ buying behaviour and be able to find out:

  • How your displays or promotions are performing
  • How many of your shoppers turn into buyers
  • Where shopper spend the most time choosing
  • How they prioritize you against your competitors
  • The difference between what buyers say they do and what they actually do
  • Whether your new packaging is visible enough and desirable

eye-tracking-retail-roi

We started this article by stating the importance of being one step ahead. 

In whichever field of work, irrespective of the fact it is retail or not, innovation is key. If you do not explore new technological solutions, you will not be able to evolve and keep pace with your competitors, who do.  

In today’s tech-driven commercial playground, going from good to great retail strategy happens when you are innovative. Many developed, evolving or fastly emerging companies have budgeted for experimentation and innovation. 

Knowing what works and what doesn’t based on data is the truest form of ROI you can get.

However, innovation that is capable of providing precise and actionable data is not the subject of just another experimental budget. This technology proved its value over time and gained a well-deserved seat in the yearly marketing budget for many companies.

We’re  starting to understand that it all begins with a consumer’s authentic wants and uncovering his “why”s - your target and his raw instinct, that even he himself is not totally aware of. To be able to know what he really wants, you have to better understand him and his way of acting and making purchase decision. 

By going to the source of where buyers make their purchase decisions and extracting as much data as possible you lay the foundation for what could become a more informed, personalized and “blooming” retail strategy

What Actionable Marketing Steps Should You Take after a 3D Eye Tracking Study?

Retail data is essential and now you have it. But how can you act upon it? What exactly can you change after gathering and analyzing the data?

Some of the ways to improve the marketing, sales and merchandising strategy is to implement tactics like:

  • Organizing shelves and displays to meet the shoppers’ expectations
  • Making key products more visible
  • Configuring better in-store signage
  • Designing targeted offers
  • Evaluating the impact of packaging designs - testing the design, from concept, prototype to final execution and helping in the process of refining and improving the package
  • Crafting effective ad campaigns - conducting A/B testing locally with different layouts and messages to see what better performs, before going globally

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Examples of 3D Eye Tracking Studies Results

To make it easier for any retailer, marketing manager or market research agency to grasp the use of 3D eye tracking, we curated some publicaly available retail research projects.

One retailer used an eye tracking to study general shopping behavior of consumers choosing a ketchup category in a Tesco supermarket. 

The study was designed to optimize product package design and shelf placement of ketchup products within the store. Eye tracking accurately revealed consumers’ attention patterns and the specific information that was perceived or ignored.

Another was interested in the buying behaviour in a frequently-shopped food category: a grocery aisle that many people shop weekly or bi-weekly.

 

Wrap up: Is 3D Eye Tracking Worth It for Your Shopper Research?

Having access to your target’s unaltered mind is gold for your business. Shopper insights are just as valuable as cash.

3D eye tracking is a fundamental piece of evidence-based decision making in retail / shelf / merchandising / product / packaging / advertising strategies. It has already exceeded the “nice to have” stage and is finding itself as a highly investable & results driven research experiment, spreading fast and steadily among influential companies worldwide.

👉 Get in touch and we’ll help you use 3D eye tracking to improve your retail shopper studies.

 


cockpit-simulator-training-eye-tracking

How Eye Tracking Can Improve Cockpit Simulators: Accelerating Results for Driver & Flight Training

As new studies show, eye tracking technology can improve training in simulators by measuring cognitive load (the amount of information you take in). It can also be used in personalized and adaptive learning, leading to a more accelerated learning process and early employee results. 

Out of all industries where this technology is taking training methods to a different level, aviation and automotive are two fields positively impacted. Eye attention and human observation in these fields are crucial and by monitoring them during flight or driving simulator programs, trainers are able to predict future behaviour and assess employees’ take-in. Furthermore, they can understand how the learning and training process can be improved, thus reducing the number of training hours and costs, as well.

It can also have a huge impact on providing a much safer environment, by reducing human errors - you will be able to identify errors that wouldn't be so easily identifiable without a repetitive study of eye movements during training sessions.

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So how can 3D eye tracking technology influence and improve the learning process and how can this be applicable to flight crews (pilots, especially) and driver training? This is precisely what our article is aimed at answering, by initially explaining the benefits one generally gets when using 3D eye tracking in the learning process and then applying those general benefits to flying and driving training.

What Can 3D Eye Tracking Do to Support Training & Improve Student Results?

Before answering what and how 3D eye tracking can support training programs, we should be in-the-know about how the 3D eye tracking technology works

As opposed to regular eye tracking, 3D eye tracking tracks visual attention remotely from as far as 1.3m (4.3 ft) away. This means that classic gear that was used is not needed anymore, and the trainee is not burdened by any headgear during training or simulation.

  • No glasses 
  • No VR headset 
  • No calibration 

eye-tracking-cockpit-simulator

How can you do that? Quite simple - by using a 3D depth-sensing camera in your cockpit simulator, through which you can track multiple subjects, label objects of interest (command/control area, specific gears, instrument panels etc.) in the flying/driving decks and track attention towards them in real-time. 

This is possible with the help of GazeSense, a 3D eye tracking software created to be able to map your point of analysis. This software can interpret precisely where or what the subject is looking at (just like the video below demonstrates).

https://youtu.be/D8s22oooJoI

3D eye tracking technology consists of a non-wearable, unintrusive device that can be integrated in real-world environments with the purpose of gathering new data which can help improve training programs

It comes as a next level technology, ready to challenge the “status-quo” of simulation programs and offer new perspectives. Now, the focus is not necessarily on the training info, but the subject/student, his swiftness, alertness, engagement and performance.

Its purpose is higher than just making sure your future or present employees follow procedures, by first gathering data about the trainee’s gazes and points of interest. Eye tracking helps you better understand learning habits, reduce the number of training hours and make the trainees improve their skills at a faster pace.

Real Time Trainee Monitoring

The first thing you can do with 3D eye tracking is monitoring gaze in real time or having a post session review. Real time visual checks and attention span monitoring become efficiency tools. Furthermore, you can consider early habit building, by making on the spot improvements for emergency event prioritization. 

United with Your Trainee during Training Sessions 

Having access to the trainee’s eye attention is key for the trainer. 

3D eye tracking makes it possible for the trainer to be able to see every eye movement, even if he is positioned behind him. This allows for the process to be better assisted and to better and faster detect what parts of the training should be repeated, what instant corrections should be made and what can be improved in terms of control panel attention.

“No Strings Attached” during Training

One of the main benefits in 3D eye tracking is that it doesn’t require any glasses or any other type of headgear. This is especially important for flying and driving training, as extra headgear could affect the trainees experience and performance. Furthermore, there is no need for calibration and it works in low light environments using a discreet & inexpensive 3D camera.

Cognitive Load Insights

Training programs have the major responsibility to support the learning process. But the learning process is entirely dependent upon the human memory system. 

The responsibility lies within understanding how you can optimize and, when necessary, minimize the load of info and procedures you put on the trainees’ shoulders or, better said, brains.

eye-tracking-flight-driver-training

Moreover, by tracking the eye attention during training hours, you have access to eye movement data that gives you important trainee attention span and prioritization insight. For example, in pilot and driving training simulators, it is important to know how the pilot trainee reacts to cognitive overstimulation, such as the activation of 5 major alarms at once, and how he prioritizes his attention.

A Better and Safer Working Environment

Big data analysis, gathered with 3D eye tracking, also gives important insights about what rules, procedures should be improved/changed and what are the best practices that should be further promoted.  

For example, as an airline company, you can use eye-tracking to identify where the majority of errors occur during extreme weather conditions. You can see if the subjects are looking at or doing something wrong that needs reviewing or if the cockpit instruments are not properly monitored. 

As a consequence, the flight instructor can further improve  the training strategy so as to include data about how practitioners should behave in a context like this one.

eye-tracking-flight-simulator

Implementing 3D Eye Tracking in Driver and Pilot Training 

The above benefits of training conducted with the assistance of 3D eye tracking are very valuable to jobs where attention and safety are crucial. 

Thus, it can really make a difference and change the game in pilot and drivers’ training - two jobs with a high level of risk and responsibility. Not only are you responsible for an impeccable performance at work, but you are also responsible for the lives of others. These are fields where no room for any kind of error is permitted. 

And this is precisely where 3D eye tracking comes to improve human performance.

How 3D Eye Tracking Improves Driver Training

Major benefits apply when implementing 3D eye tracking for where the trainee is required to multitask while operating the vehicle: controlling the vehicle, assessment of a situation by analyzing essential visual elements and navigation.

eye-tracking-driver-license-training

eye-tracking-driver-trainingConsequently, gaze measurements  analysis - mostly related to distractions and sleepiness in the case of the drivers - will enable you to:

  • make a difference when developing better driving safety procedures;
  • improve future training debriefings with the trainees.

https://youtu.be/jlEVszSyvas

How 3D Eye Tracking Impacts Pilot Training

By combining eye gaze tracking with a real-world situation, like the cockpit of a plane, you can assess in real time how the trainee is taking in information about his surroundings, gather data about the human behaviour in real situations and about alertness and performance indicators, data to which you do not have access to during a standard pilot training.

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And by having real-time access to this data and further analyze it, pilot instructors gain actionable insights, which helps them to:

  • better understand contextual naturalistic pilot behaviour and situational awareness (SA) - how the trainee naturally reacts to troubleshooting technical difficulties, flying in poor weather conditions, or handling emergency events;
  • offer evidence-based personalized evaluation or correction of the pilot’s skills and competencies;
  • improve training procedures and methods - you can better present information as an instructor - be more effective and offer exactly the info that is needed.

Wrap up: Using 3D Eye Tracking in Training Settings

3D eye tracking enables, in the end, a better nonverbal communication between instructors and pilot crews/drivers/trainees. 

Without any words and only by gaze, students offer valuable feedback on how the training can be better conducted, according to their needs, what are the key areas of interest (when talking about cockpit simulations) and how can the most relevant information be presented at the most appropriate time.

To pinpoint this in a more structured way, with 3D eye tracking, the benefits are:

    • improved instructional materials, from the early stages of training. Having all the evidence from previous training sessions, you are able to improve the way you display information and you know what areas should be highlighted or insisted upon;
    • overall improved training environment, based on prior experience with 3D eye tracking trainings;
    • early human error prediction and prevention;
    • an overall much safer flying or driving experience/service, with no room for errors and accidents

It is safe to say that 3D eye tracking comes as an upgrade for the training environment, reducing training hours, costs, improving employees’ efficiency and transportation safety parameters.

👉 Get in touch and we’ll help you use 3D eye tracking to improve your simulator training programs.

 


retail-merchandising-strategy

How to Take Your Shelf and Merchandising Strategy to the Next Level, with 3D Eye Tracking Technology & Data

Shelf and merchandising strategies are quite old trades in the marketing mix of retailers and product/brand managers alike. Tactics like building strong relationships with KAs (product/brand/store key accounts), advocating for premium shelf space, implementing shelf colour blocking or avoiding out-of-stocks are part of any retailer or brand manager’s strategy towards increasing sales.

So, how can you make your products stand out? What can you do besides these classic tactics that everybody does? And, even more important, how can you take your product merchandising strategy from art to science, so that when you DO meet the shopper, your products will be seen and chosen? 

We took a shot at answering all these questions as we put together an article to help you optimize and advance your merchandising strategy in a data driven way, so you can rely more on facts vs experience or gut feelings when making decisions.

Let’s dive into the why & how of a new data-driven approach that is built to deliver results.

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Using Shopper Data to Improve Your Product Merchandising Strategy

One way you can differentiate your merchandising strategy, be it you are a retailer who wants to enhance store sales or a marketing manager who wants to increase product sales, is making more educated decisions regarding your merchandising and shelf strategy

You have to use a more solid way to increase the possibility of conversion & sales - a “hidden card” that makes your merchandising decisions better and more informed. 

And that hidden card is shopper data.

Data can mean Purchase History, Customer Demographics, Product Preferences, Consumer Journey, Engagement Patterns or Shelf Attention. And this type of info is what can make your merchandising strategy stand out.

But getting to the data isn’t always easy.

Common Issues When Obtaining Shopper Data 

Usually part of the merchandising strategy feels like you do a little bit of guesswork based on experience or common practices. 

Big data means surpassing that and have a greater understanding of your consumer’s shopping habits

To get this type of data, most retailers use focus groups or analytics obtained from their point of sale systems and foot traffic analytics devices (people counters or beacons) – while those are helpful tools that enable you to make data-based decisions, they can only go so far in painting an insightful picture into what customers really desire and want to buy. 

Let’s see why:

Focus Groups

For example, when deciding the packaging of the next SKU in your product portfolio, as a brand manager, one common practice is to conduct a focus group. But it is well known that people’s answers in focus groups are somewhat over thought and altered by post-rationalization, thus, not as objective as you would need them to be. 

Even if you conduct the perfect unbiased focus group, it still won’t give you data regarding a product’s capacity of keeping the attention. It may catch the attention at first glance, during the focus group activities, but is the packaging able to hold that attention as well, thus, increasing the chances of being bought? 

Eye Level is Buy Level

In the context of retail research, visual attention reveals what customers are naturally interested in. Click To Tweet

As for shelf merchandising, everybody learnt the basic rule: the benefits of merchandising come down to eye-level shelf interest – eye level is buy level: you need to place the product at the level of straightforward gaze. Products that are positioned much lower or higher than that aren’t quite noticed and therefore attract less attention from shoppers.

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Considering the competition for attention in the eye-level area of interest, what you need to know is...knowing things your competition doesn’t. 

So, the eye-level/buy level approach could be a good start for shelf merchandising. 

  • But, should you place the product more on the right or on the left? 
  • Is shelf 3 or shelf 4 more suitable for your product (bearing in mind that both are at eye-level)? Where does the consumer look first? 
  • And should it be placed next to that fellow brand that has more striking packaging colours? 
  • Is that particular space flattering for your product or the shoppers are immediately drawn to other products in that area? 
  • Which product in the planogram just received a glance and which one really retained their attention?

In order to conduct proper merchandising strategy, you should be able to answer these types of questions and have access to palpable, objective and direct data about your shoppers’ behaviour in-store, prior to the act of buying

You need to be able to “catch them in the act” and observe their authentic reaction and feedback on your product. 

And that’s where 3D eye tracking comes in - with its power to capture all your users data in a non intrusive way. 

How 3D Eye Tracking Can Help Get Unbiased Shopper Data

In retail, one of the methods used to directly observe what the customer thinks and desires is eye tracking

Analyzing the shopper’s eye movements can tell a lot about his perceptions, intentions and future actions.

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And it can also tell a lot about your products as well - you can see product sales increase from the sales numbers, but only if you use eye tracking are you able to understand if your product was not bought because it was unseen or unliked

So far, eye-tracking has been mostly done by using special glasses or headsets. These are given to the customers to be worn during the shopping process. 

As this method has proved its efficiency over time, but also its limitations, being a rather intrusive and controlled method, here, at Eyeware Tech, we took market research and eye-tracking a step further and created 3D eye-tracking - a technology that remotely tracks visual attention from as far as 1.3m (4.3 ft) away. 

This means:

  • No glasses - it is a non-intrusive method
  • No VR headset - the shopper is not burdened by any heavy objects during shopping
  • No personal approach with the shopper - it is all anonymous and GDPR friendly 
  • No calibration

 

All you need is a depth-sensing camera and you can track thousands of customers in a GDPR friendly anonymous way.

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Using off the shelf depth-sensing cameras, it allows you to track multiple subjects, label objects of interest (shelves, displays or other merchandising items) in the open space and track attention towards them in real-time, with the help of GazeSense, a 3D eye tracking software created to be able to map your store or your point of analysis (shelf display, products etc.).

https://youtu.be/0INfyWeJ5gA

How to Implement Data to Advance Your Merchandising and Shelf Product Strategy 

When developing a merchandising strategy, especially as a retailer, crossing all the Ts and dotting all the Is is key. Not only do you have to think big scale about the way you merchandise your shop (or your product, as a marketing manager), but also go into the small details, the small shelf or merchandising tactics that, although small, could have a high impact on your ROI.

Below, we created a checklist of the most important merchandising factors to take into account when developing a merchandising strategy either for your shop or your brand/product. 

And, to add that USP to your merchandising strategy, we also give a couple of insightful advice on when & how you could use 3D eye tracking for your merchandising strategy and, most importantly, how this technology helps you make better and more informed merchandising decisions:

In-store Layout 

As a retailer, you are aware of the strong relationship between merchandising and store layouts. Shoppers can be enticed by the way a store looks and they are keen on having a store or shelf experience rather than just go from aisle to aisle with their shopping list. 

By using 3D eye tracking for in-store layout improvements, you will be able to analyze and have precise answers for questions like:

  •  where shoppers’ attention go first when they enter your store?
  •  what do people look at in low or high traffic aisles?
  •  what display caught the eye at the end of the shelf (the one on the right or the one on the left)?

Practically, at the end of the process, you will be able to influence the shopper’s experience and your own sales for the better, having access to real, tangible data. You will improve the layout of your store and make it easier to navigate - by having clarity on points of confusion, attention hotspots and distractions.

You will have all that it is needed to create a tailored in-store experience - having all this data you can combine the best place, the best products and the best signage to create an appealing in-store hotspot or engagement area.

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Shelf Level 

Probably one of the most important parts of a merchandising plan is how you strategically arrange your shelves and how you create planograms

Knowing what products require premium shelf positioning and what products would have a better chance at selling if they were placed just a little bit more visibly is crucial for your sales. For example, let’s say that you are a retailer that has a private label and wants to know exactly the second place the shoppers look at on the shelf (supposing you reserve the first place to a top selling brand in your category), in order to place the private label product. 

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3D eye tracking enables the access to this type of data, by being able to analyze multiple subjects and their attention span at the shelf. The GazeSense software can track things like:

  • how long it took the shopper to focus on a specific product on the shelf;
  • what area he focused on first, the order of the glances;
  • the number of times he/she looked at an item;
  • how long he/she spent gazing at an item on the shelf for the first time;
  • how long he/she spent gazing at an item on average.

https://youtu.be/2m0Md5Tk56w

Each type of gaze, eye movement or blinking habit says something about your subconscious perception about a specific product. 

To show this type of information, the 3D eye tracking software can be used to generate heat maps and opacity maps. The warmer or lighter an area on the shelf is, the more visual attention it received.

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Having this type of data analyzed, making decisions about your shelf strategy becomes a very professional and very “in-the-know” process, that goes as far as guaranteeing good results, leaving the guesswork behind

You no longer have to wait to see how the customers act after you implemented your shelf strategy and decide whether you have to change it or not, but rather directly benefit from good shelf implementation and good results.

Display Performance 

When you have a product that sells better in one store than in another, it is really useful to know what exactly made that product so wanted in the store that sold it better. 

Maybe you prepared the same point of sale (PoS) kits/displays for every store in your chain for that product but the results are different. What made it so? Or maybe you prepared two display prototypes, with different shapes and colours and you want to see which one grabs more attention.

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One way to see how shoppers react to your display design or display kits is by tracking their attention to the displays that you have in store.

By using 3D eye tracking you can see which signage is completely ignored, what shape/colour/type of display grabs more attention or which CTA is the one that turns heads and retain attention

This way, you can measure and report on display performance and answering important questions such as:

  • what do shoppers look at/ don’t look at when they pass an aisle? How do displays affect it;
  • what displays are seen, not seen, just noticed (3 seconds or more), read (2 seconds or more), which ones retain attention and which ones brought you more sales, at the end of the day;
  • are my display promotions actually being read, glanced at or totally ignored? Are these displays the reason for my good campaign results?
  • moreover, you can analyze if displays that communicate different promotions are sucking attention away from aisles or if they’re helping sales grow.

Product Packaging 

Tackling store layout and shelf performance are two parts of the puzzle that retail merchandising is. Along with those two, a product merchandising strategy should be developed. 

You can have the perfect shelf spot, but if it’s not backed-up with appealing design, it won’t give you the best results. 

product-merchandising-examples

3D eye tracking can offer answers to important questions, when in a big marketing dilemma. As we’ve already mentioned, it can really make a difference in changing your strategy if your product didn’t sell and it can explain why your product was not bought - you are able to track if shoppers just didn’t see your products or they saw it, analyzed it, but decided not to buy it. This is really helpful in calculating your next steps as a product or trade manager.

 3D eye tracking can also help you evaluate branding and packaging directly on the shelf, prior to any big launches that you have in mind. It gives you the opportunity to conduct proper A/B testing for packaging/branding if you want to launch a new or limited edition product. By placing the two different designs of the packaging on the shelf alternatively, you can see which one is better welcomed by the shopper’s eye and, in the end, by the shopper’s shopping cart. 

And the same goes for ad campaigns as well - you can test different messaging in 1 or 2 local shops before going national with your campaign. 

Tracking the shopper’s reaction and gaze at the moment of purchase will give you that authentic, raw reactions that you truly need when assessing branding or advertising campaigns. And raw reactions will result in raw and pure data about the appeal of your in-store campaign and in data-driven merchandising decisions.

Where You Stand with Retail Merchandising versus Competition

Let’s not forget about competitive research. What once was biased guesswork about how shoppers interact with your product vs. a competitor’s can now be factual.

 3D eye tracking enables you to see how decided/undecided buyers are at the shelf, the number of brands seen prior to purchase, which were those brands, if they gazed longer at you or at the competition and what final choice they made

Moreover, you will see how they perceive you differently from the competition in terms of purchasing: are you more grab & go than your first competitor or vice-versa? Is your product highly considered amongst the competitors when in front of the shelf or they pass you by?  

Really understanding your place in-store and at shelf by comparison puts things into perspective and can give you valuable hints for how to go along with your retail merchandising strategy.

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Wrapping Up: Retail Merchandising Has Gone Tech. Will You Adapt & Evolve with It?

Data analytics has become the norm in online retail merchandising. And it should be more so in the offline retail as well. 

You can now complement demographics, footfall and local shopping behaviours with new deep data about shoppers’ in-store behaviour and the attention they give to your products, shelves and displays. 

With 3D eye tracking, merchandising is becoming more of a science than art and organizing stores, shelves and displays strategically is becoming more of a calculated process than guesswork. 

You can now know what specific elements in the display grabbed the shopper’s attention, what part of the shelves they scanned first and how eye-catching certain products are to them. You can know what areas are well suited for sales and promotion and what areas should be kept for awareness campaigns.

It is safe to say that eye tracking will become a permanent “guest” in the marketing research of retailers and in their merchandising strategy process, transforming the retail industry into a more technological one. And in this technology and AI driven retail climate, there is no going back: it is up to retailers to keep up with the emerging trends and remain competitive on the market.

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We can assist you in gaining competitive advantage in your retail merchandising strategy. Reach out to the Eyeware Team and we will be glad to help you try real-time 3D gaze coding with GazeSense!