Ludovic Depoortere at the Marketing Shower

GETTING INTO THE REALWORLD OF THE SHOPPER

Ludovic Depoortere- ROGILMANAGING DIRECTOR

Image of first 7 seconds in category detergents

Source: Rogil eyetracking study in detergent category -Gaze opacity for one scenario at 7 sec

Focus on Contrast Points

REFLECTION

CONSCIOUS

PROVIDE REASONING

BASIC FEELINGS

FIGHT OR FLIGHT

UNCONSCIOUS

BEHAVIOURAL

TAKE/ADAPT ACTION

UNCONSCIOUS

OLDEST BRAINVISUAL SENSORIAL

NEO CORTEXRATIONALLIMBIC SYSTEM

EMOTIONAL

Usage & Satisfaction

Affective Processing

Confrontation stimuli

Cognitive processing

Visibility & identification

MEN

Is this hot spot from female or male viewers?

WOMEN

NEW PACK

HEAVY COST SAVING

ALPRO CASEDrastically modernizing the Alpro Flagship Plain soy Milk

CURRENT

DESIGN

UK

TEST

DESIGN

UK

confidential

Eye Tracking measures showed improved impact

UK

BETTER OR AT PARITY

NL BE DE ES

LESS ATTENTION TO RANGE

MORE TIME NEEDED

BETTER

BETTER OR AT PARITY

BETTER BETTER

MORE INCORRECT RETRIEVALSBETTER BETTER

Verbal measures indicated issues on trial and decreasedkey brand values health, nutrition and quality

UK

WORSE FOR SOME COUNTRIES AT PARITY

NL BE DE ES

BETTER OR AT PARITY

WORSE FOR SOME COUNTRIES AT PARITY

BETTER OR AT PARITY

ALPRO CASE‘In between’ design to improve brand key values and trial

CURRENT

DESIGN UK

Test design

LAUNCHED

DESIGN UK

SARA LEE

Modernizing Douwe Egberts Aroma Red

CURRENT

LEG

WHITE

LEG

GOLD

LEG

It is not a beauty contest! Norm = Competition

BELORIGINE

Impact of a brand signature in innovation.

Brand signature ‘Danone’ logoleverages on attraction

% Participants with focus on Belorigine 71% 57%

36% 34%

Logo (a) Signature (b)

Number of fixations on Belorigine

Total fixations

But overall between both designs, the number of fixations is similar

B

Differentiation in the shop is key for A-Brands- In POS materials

- In package design (implicit priming, appealing products)- Colour blocking - shape differentiation

Maximize Shelf Space

% attention

% shelf space

19%

18%

Share of fixations / Share of shelf space in the 7 sec. free gaze

32 facings

= 1.03

Have a contrasting pack

15%

8%

= 2.04

9 facings

Enhance ‘shopability’ to help shoppers in over choice and reduce shopper stress by- Structure in assortment (catman)

- Consumer decision support systems – POS materials- Clear indication of key benefits and variants- Simple products and services

Verbal evaluation not always in line with intuitive behaviour (Impact strong brands often overrated in research)

Face reality & get out of your meeting room to meet your consumer & shopper

Embrace Key Brand Property and be consistent over time

Small changes can heavily impact intuitive behavior

…. and keep your brand promise (the fastest way to kill a product = not meeting expectations)