{"id":6770,"date":"2019-05-03T14:14:32","date_gmt":"2019-05-03T14:14:32","guid":{"rendered":"http:\/\/minio.ro\/?p=6770"},"modified":"2022-09-20T20:19:26","modified_gmt":"2022-09-20T17:19:26","slug":"cum-interactioneaza-shopperii-cu-raftul-din-hypermarket","status":"publish","type":"post","link":"https:\/\/minio.ro\/en\/cum-interactioneaza-shopperii-cu-raftul-din-hypermarket\/","title":{"rendered":"Cum interac\u021bioneaz\u0103 shopperii cu raftul din hypermarket"},"content":{"rendered":"
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[vc_row][vc_column][vc_column_text]\u00cen ultimii 10 ani, dezvolt\u00e2nd mii de materiale de comunicare in-store, m-am \u00eentrebat \u00eentotdeauna cum v\u0103d efectiv cump\u0103r\u0103torii raftul din magazin, ce ignor\u0103 \u0219i de ce, ce \u00eei intereseaz\u0103 \u0219i ce \u00eei plictise\u0219te. Acum, tehnologia ne permite s\u0103 afl\u0103m r\u0103spunsul la aceste \u00eentreb\u0103ri<\/p>\n

 <\/p>\n

Acum, tehnologia ne permite s\u0103 \u0219tim, cu adev\u0103rat, dac\u0103 materialele pe care le realiz\u0103m \u00een magazine sunt remarcate de shopperi sau nu. \u0218i, dac\u0103 le v\u0103d, ce anume le atrage aten\u021bia, ce le suscit\u0103 interesul \u0219i, mai ales, ce impact au ele asupra comportamentului din fa\u021ba raftului? Sau poate c\u0103 nu le v\u0103d deloc \u0219i atunci tot efortul nostru, al oamenilor de publicitate, este inutil. Putem r\u0103spunde la aceste \u00eentreb\u0103ri prin analiza biometric\u0103 a designului, un serviciu care analizeaz\u0103 impactul materialelor de comunicare (pe care le numim generic POSM) asupra shopperilor. Astfel, fie evalu\u0103m reac\u021biile shopperilor dup\u0103 ce materialele au fost implementate, fie test\u0103m c\u00e2teva variante \u0219i implement\u0103m doar cea mai bun\u0103 op\u021biune.<\/p>\n

 <\/p>\n

Special pentru Conferin\u021ba Progresiv 2019, Minio Studio a realizat un studiu biometric \u00een hypermarketul Carrefour B\u0103neasa, cu shopperi din Genera\u021bia Z (cu v\u00e2rste \u00eentre 19-24 de ani). Am folosit dou\u0103 tehnologii moderne: ochelarii de eye-tracking \u0219i senzori Galvanic Skin Response. Ochelarii de eye-tracking urm\u0103resc exact privirea, astfel \u00eenc\u00e2t \u0219tim la ce se uit\u0103 oamenii, pentru c\u00e2t timp, exact ce cuvinte citesc, ce ignor\u0103, \u00een ce ordine v\u0103d imaginile. Iar senzorii Galvanic Skin Response indic\u0103 intensitatea unei emo\u021bii, analiz\u00e2nd conductibilitatea pielii.<\/p>\n

 <\/p>\n

Shopperii au f\u0103cut o vizit\u0103 ghidat\u0103 \u00een Carrefour B\u0103neasa, primind diferite sarcini de rezolvat (spre exemplu, s\u0103 g\u0103seasc\u0103 un produs, s\u0103 aleag\u0103 \u00eentre dou\u0103 oferte, s\u0103 se documenteze \u00een vederea unei achizi\u021bii mai scumpe) \u0219i au putut s\u0103 se comporte natural, nefiind conecta\u021bi prin fire la diverse aparate care s\u0103 le limiteze mi\u0219carea.<\/p>\n

 <\/p>\n

Produsul:<\/strong>\u00a0Gelul de du\u0219 Dove cu ap\u0103 micelar\u0103, produs lansat recent.<\/p>\n

Metodologie:<\/strong>\u00a0Am \u00eemp\u0103r\u021bit grupul de shopperi \u00een jum\u0103tate. Doar prima jum\u0103tate a avut ocazia s\u0103 vad\u0103 un display Dove cu video integrat, ceilal\u021bi nu. Cu to\u021bii au mers la raft pentru a g\u0103si gelul de du\u0219.<\/p>\n

Concluzii:<\/strong><\/p>\n

Displayul analizat era unul de calitate, ce includea o caset\u0103 cu video, transparent – o experien\u021b\u0103 vizual\u0103 interesant\u0103. \u00cen mod natural, ne-am a\u0219teptat ca aceast\u0103 execu\u021bie s\u0103 creeze entuziasm pentru femei. Realitatea a fost alta. B\u0103rba\u021bii au fost de… 10 ori mai interesa\u021bi de acest display dec\u00e2t femeile, cu siguran\u021b\u0103 datorit\u0103 preferin\u021bei lor native pentru tehnologie.<\/p>\n

\u00cen fa\u021ba raftului, cei care au fost expu\u0219i displayului au identificat produsul cu 40% mai rapid dec\u00e2t cel\u0103lalt grup, care nu a v\u0103zut displayul. Acest procent a fost identic pentru ambele sexe. Desigur, femeile erau mai familiarizate cu raftul \u0219i cu produsele Dove \u0219i astfel au g\u0103sit produsul mai rapid dec\u00e2t b\u0103rba\u021bii, independent de vizualizarea displayului.<\/p>\n

Consumatorii tineri (Gen Z) \u00ee\u0219i men\u021bin interesul pentru a-\u0219i face cump\u0103r\u0103turile \u00een magazinul fizic, \u00een special pentru alimente (90%), produse de cur\u0103\u021benie (63%) \u0219i \u00eembr\u0103c\u0103minte (59%), conform unui studiu global Synchrony din 2018. Ceea ce se modific\u0103 \u00eens\u0103 este timpul pe care sunt dispu\u0219i s\u0103-l acorde cump\u0103r\u0103turilor (tot mai mic) \u0219i interesul pentru diferite experien\u021be in-store (precum posibilitatea dea test a produse, evenimente speciale, produse gratuite). A\u0219adar, \u00een cazul Dove, \u00eenjum\u0103t\u0103\u021birea timpului petrecut la raft, combinat cu o experien\u021b\u0103 vizual\u0103 interesant\u0103, au fost apreciate pozitiv de c\u0103tre shopperii tineri. \u00cen acest caz, displayul a fost unul eficient.<\/p>\n

 <\/p>\n

De re\u021binut:<\/strong><\/p>\n

Consumatorii tineri decid achizi\u021bia la raft \u00een mai pu\u021bin de 6 secunde \u2013 rapiditatea este stimulat\u0103 de comportamentul lor din mediul online.<\/p>\n

O plasare secundar\u0103 v\u0103zut\u0103 de shopper reduce considerabil timpul de g\u0103sire a produsului la raft.<\/p>\n

B\u0103rba\u021bii manifest\u0103 un interes nativ fa\u021b\u0103 de tehnologie, considerabil mai mare dec\u00e2t al femeilor.<\/p>\n

Femeile care au v\u0103zut displayul au manifestat entuziasm \u00een momentul g\u0103sirii produsului la raft. Entuziasmul lor a fost dublu fa\u021b\u0103 de situa\u021bia \u00een care au g\u0103sit produsul singure, f\u0103r\u0103 s\u0103 fie pre-expuse displayului<\/p>\n

 <\/p>\n

Produsul:<\/strong>\u00a0Sensodyne (Promo\u021bie past\u0103 de din\u021bi + ap\u0103 de gur\u0103 oferit\u0103 gratuit)<\/p>\n

Metodologie:<\/strong>\u00a0Shopperii au fost invita\u021bi s\u0103 se uite la cap\u0103tul de raft unde se afla pachetul promo\u021bional, apoi la raft, pentru a alege \u00eentre Sensodyne \u0219i Colgate.<\/p>\n

Concluzii:<\/strong><\/p>\n

La cap\u0103tul de raft, b\u0103rba\u021bii s-au fixat pe promo\u021bie, \u00een timp ce femeile au analizat raftul mai mult \u2013 s-au uitat la alte produse \u0219i la pre\u021burile lor \u0219i au citit cu aten\u021bie informa\u021biile despre pachetul promo. \u00cen mai multe studii, am putut concluziona faptul c\u0103 femeile citesc textele din materialele in-store considerabil mai mult dec\u00e2t b\u0103rba\u021bii, care doar le scaneaz\u0103.<\/p>\n

 <\/p>\n

\u00cen fa\u021ba raftului de past\u0103 de din\u021bi, comportamentul shopperilor a fost unul interesant. Produsele Sensodyne sunt plasate chiar l\u00e2ng\u0103 cele Colgate, iar studiul ne-a ar\u0103tat c\u0103 privirea shopperilor a fost atras\u0103 mai mult de pastele de din\u021bi Colgate, posibil \u0219i datorit\u0103 culorii intense a ambalajelor acestora. Ulterior \u00eens\u0103, shoperii \u0219i-au mutat activ privirea c\u0103tre sec\u021biunea Sensodyne din raft \u0219i au petrecut mai mult timp asupra acesteia.<\/p>\n

 <\/p>\n

Raftul Colgate a avut mai multe puncte de interes (brandul av\u00e2nd mai multe tipuri de produse). Shopperii au alocat mai mult timp raftului Sensodyne – cu 30% mai mult. \u00cen chestionarul completat \u00eenainte de a \u00eencepe misiunea de cump\u0103rare, jum\u0103tate dintre consumatori preferau Colgate, jum\u0103tate Sensodyne. Prin urmare, putem concluziona c\u0103 promo\u021bia Sensodyne a crescut nivelul de interes al shopperilor fa\u021b\u0103 de produsele brandului, considerabil mai mult fa\u021b\u0103 de produsele concurente de la Colgate.<\/p>\n

 <\/p>\n

De re\u021binut:<\/strong><\/p>\n

Femeile citesc mai multe materiale \u0219i cu aten\u021bie mai mare, \u00een compara\u021bie cu b\u0103rba\u021bii. Asigura\u021bi-v\u0103 c\u0103 designul permite parcurgerea u\u0219oar\u0103 a informa\u021biei, pentru a nu frustra shopperii, \u00een \u00eencercarea de a decripta informa\u021bia.<\/p>\n

O promo\u021bie clar\u0103, vizibil\u0103, ajut\u0103 la mutarea aten\u021biei de la competi\u021bie c\u0103tre raftul propriu<\/p>\n

 <\/p>\n

Produsul:\u00a0<\/strong>Detergentul de rufe sub form\u0103 de capsule Ariel Pods, prezent \u00eentr-un bloc de brand \u00eencadrat cu bare LED verzi. \u00cen partea central\u0103 a raftului erau trei linere video.<\/p>\n

Metodologie:\u00a0<\/strong>Consumatorii au fost invita\u021bi s\u0103 aleag\u0103 un produs Ariel Pods.<\/p>\n

Concluzii:<\/strong><\/p>\n

A\u0219a cum ne a\u0219teptam, chenarul verde luminos a atras privirea shopperilor \u00eenc\u0103 de c\u00e2nd ace\u0219tia au intrat \u00een categorie. L-au ignorat doar atunci c\u00e2nd aleea din hypermarket, din zona detergen\u021bilor de rufe, a fost foarte aglomerat\u0103 \u0219i, natural, privirea oamenilor mergea \u00een jos.<\/p>\n

Surprinz\u0103tor \u00eens\u0103 ecranele LED pe care rula un material video au generat un interes foarte mic din partea femeilor. Ele au acordat o aten\u021bie mult mai mare produselor, au analizat raftul cu aten\u021bie \u0219i abia al patrulea punct de interes a fost linerul video. Femeile au privit raftul \u00eentr-un mod mai structurat, produs cu produs.<\/p>\n

B\u0103rba\u021bii au fost mult mai interesa\u021bi de ecrane, ei le-au v\u0103zut de dou\u0103 ori mai repede dec\u00e2t femeile \u0219i s-au uitat la ele cu 40% mai mult. Totodat\u0103, nivelul de entuziasm fa\u021b\u0103 de ele a fost dublu, \u00een compara\u021bie cu al femeilor. B\u0103rba\u021bii au scanat raftul cu privirea, uit\u00e2ndu-se la mai multe produse dec\u00e2t femeile, dar mult mai superficial.<\/p>\n

\u00cen mod interesant, linerele video au reprezentat un fel de barier\u0103 vizual\u0103 pentru femei, ele s-au uitat foarte pu\u021bin la produsele aflate sub aceste linere<\/p>\n

De re\u021binut:<\/strong><\/p>\n

B\u0103rba\u021bii arat\u0103 un interes mai mare fa\u021b\u0103 de tehnologie, prin urmare sfatul nostru este s\u0103 \u00eencorpora\u021bi astfel de elemente \u00een plas\u0103rile dedicate lor.<\/p>\n

Pentru ca tehnologia s\u0103 fie apreciat\u0103 de femei, ea trebuie s\u0103 fie util\u0103. Spre exemplu, consider\u0103m c\u0103 linerele video ar fi fost mai apreciate de femei dac\u0103 ele transmiteau informa\u021bii utile, nu doar generale, despre brand, spre exemplu, ele ajutau la structurarea raftului sau prezentau diferen\u021bierea dintre produse<\/p>\n

 <\/p>\n

C\u00e2teva concluzii general<\/strong><\/p>\n

Exist\u0103 diferen\u021be majore \u00een felul \u00een care femeile \u0219i b\u0103rba\u021bii interac\u021bioneaz\u0103 cu raftul din magazin:<\/p>\n

Femeile sunt mai atente la produse, analizeaz\u0103 raftul mai meticulos \u0219i mai ordonat, cu o preferin\u021b\u0103 considerabil\u0103 pentru partea st\u00e2ng\u0103 a raftului. Ele citesc textele de pe POSM-uri, deci asigura\u021bi-v\u0103 c\u0103 acestea sunt u\u0219or de parcurs, altfel le ve\u021bi frustra. Este important ca materialele s\u0103 fie utile, nu doar promo\u021bionale, s\u0103 le ajute s\u0103 g\u0103seasc\u0103 rapid produsele pe care le caut\u0103.<\/p>\n

B\u0103rba\u021bii sunt interesa\u021bi de tehnologie, ei se plictisesc repede la raft, nivelul de aten\u021bie fiind sub cel al femeilor. Evit\u0103 s\u0103 citeasc\u0103 informa\u021biile, mai degrab\u0103 descoper\u0103 produsul interac\u021bion\u00e2nd cu el \u0219i au o abordare mai nestructurat\u0103 atunci c\u00e2nd se uit\u0103 la produsele de pe raft. De asemenea, ei se fixeaz\u0103 mai repede pe un produs \u0219i tind s\u0103 r\u0103m\u00e2n\u0103 la primele op\u021biuni.<\/p>\n

Plas\u0103rile secundare ajut\u0103 consumatorii s\u0103 interac\u021bioneze mai eficient cu raftul \u2013 fie c\u0103 g\u0103sesc produsele mai repede, fie c\u0103 exploreaz\u0103 raftul mai mult, fie c\u0103 \u00eei acord\u0103 mai mult\u0103 aten\u021bie. \u00cens\u0103 este nevoie ca aceste plas\u0103ri s\u0103 fie v\u0103zute de shopperi, \u0219i aici e o adev\u0103rat\u0103 provocare \u2013 shopperii au dezvoltat o abilitate de evitare a acestora, similar\u0103 cu cea a bannerelor online. De aceea, creativitatea in-store e important\u0103: asigura\u021bi-v\u0103 c\u0103 ave\u021bi execu\u021bii \u00een culori puternice sau forme interesante, componente luminoase, accesorii atractive, altfel acestea vor r\u0103m\u00e2ne neobservate.<\/p>\n

Timpul pe care \u00eel petrec shopperii la raft, mai ales cei din Genera\u021bia Z, este extrem de mic, sub \u0219ase secunde.<\/p>\n

\u00cen cadrul studiului, am putut vedea c\u0103 au scanat un flyer de promo\u021bie \u00een trei secunde \u0219i au ales \u00eentre dou\u0103 oferte \u00een doar patru secunde. De aceea, construc\u021bia mesajului trebuie s\u0103 \u021bin\u0103 cont de aceast\u0103 rapiditate. Grupa\u021bi informa\u021biile la nivel vizual, comunica\u021bi mecanica scurt \u0219i clar, introduce\u021bi premiul \u00een headline \u0219i alte trucuri de acest tip. Aceste lucruri conteaz\u0103 mai mult dec\u00e2t a\u021bi crede.<\/p>\n

Sursa: https:\/\/bit.ly\/2kk50E5<\/a>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row][vc_column][vc_column_text]\u00cen ultimii 10 ani, dezvolt\u00e2nd mii de materiale de comunicare in-store, m-am \u00eentrebat \u00eentotdeauna cum v\u0103d efectiv cump\u0103r\u0103torii raftul din magazin, ce ignor\u0103 \u0219i de ce, ce \u00eei intereseaz\u0103 \u0219i ce \u00eei plictise\u0219te. Acum, tehnologia ne permite s\u0103 afl\u0103m r\u0103spunsul la aceste \u00eentreb\u0103ri   Acum, […]<\/p>\n","protected":false},"author":1,"featured_media":13631,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,208,571],"tags":[15,26,77],"class_list":["post-6770","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-home","category-media","category-business-en","tag-advertising","tag-design","tag-technology"],"yoast_head":"\nCum interac\u021bioneaz\u0103 shopperii cu raftul din hypermarket - Minio Studio<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/minio.ro\/en\/cum-interactioneaza-shopperii-cu-raftul-din-hypermarket\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cum interac\u021bioneaz\u0103 shopperii cu raftul din hypermarket - Minio Studio\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][vc_column_text]\u00cen ultimii 10 ani, dezvolt\u00e2nd mii de materiale de comunicare in-store, m-am \u00eentrebat \u00eentotdeauna cum v\u0103d efectiv cump\u0103r\u0103torii raftul din magazin, ce ignor\u0103 \u0219i de ce, ce \u00eei intereseaz\u0103 \u0219i ce \u00eei plictise\u0219te. 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