DS Smith Packaging has signed an agreement with research company Eyetracker that will enable the corrugated and RRP specialist to utilise eye-tracking technology in finding out how shoppers locate the products they are looking for in-store.
The ultimate aim of the project is to help DS Smith’s customers understand how to make the best use of their RRP in order to make their products stand out against competitors on the supermarket shelf, and enable them to sell more while reducing cost and waste.
In order to better understand how shoppers react with the fixture, trials will be conducted in which shoppers’ eye movements are tracked by Eyetracker’s wireless HD glasses, which record the results for analysis.
“It is still early days, but being able to look at RRP through the eyes of the shopper is giving us some surprising results,” says Alan Potts, insight director at DS Smith Packaging.
“The early signs are encouraging; we did demonstrate that RRP can help products stand out on the shelf during the increasingly complex shopper journey.”
Pilot tests were run at DS Smith Packaging’s Impact and Innovation Centre in Ely, and consisted of participants shopping using two fixtures, one dressed with and one without RRP.