Retail

What Drives Store Choices?

AN EXAMPLE FROM OUR RETAIL WORK

Retail

Can customers find your product on the shelf?

Are they stressed in the store environment?

How do they respond to new technology in the store?

What is the effect of advertising on in-store decisions?

How can neuroscience improve the retail experience?

Neurons Inc is world ­leading at measuring unconscious responses to in store environments and other challenging conditions. With our mobile NeuroMetric solution, research in the store environment is provided with millisecond accuracy. This allows us to address highly relevant questions related to store design as well as packaging and product perception. 

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These questions include:

  • Understanding the effects of store and aisle makeover on product “findability” and stress.
  • Designing the ultimate packaging and how to position it on the shelf.
  • Finding the best in-­store signage, and how it affects consumer emotions and choice.
  • Exploring the effects of prior ad exposure on in­-store attention, emotion and purchase.
  • Gauge the emotional and cognitive responses to innovation in the retail environment.
  • Utilising virtual environments as testbeds for large ­scale store changes.

In solving these problems, we use our scientifically validated method of neuroscience tools and insights. In addition to mobile eye-­tracking and brain scanning (EEG) we continuously expand our toolbox with novel methods.

emotional store map

HOW CAN I OPTIMISE THE STORE EXPERIENCE?

Check the emotional health of your store!

If there is one thing that helps boost customers’ store experience, it is by increasing the flow through the store. To customers, choices that are made easy and “fluid” are also perceived as more enjoyable. This again leads to higher product satisfaction and increased brand equity both for the product and the store.

How can neuroscience help make better stores?

  • The Emotional Store Map — By using brain scanning and eye-tracking, we can create a store map that shows exactly which areas of a store that are more emotionally engaging, and which are outright negative.
  • Cognitive stress map — Emotions may be good or bad, but the cognitive map overview allows you to see what regions are actually stressful and lead to “information overload.”
  • Product choice — Explore the emotional and cognitive responses before, during and after a product choice in each aisle.
  • Shopping path — See where your customers walk, and how changes in ad campaigns, signage and store design affects these routes.

By combining neuroscience with the latest technology, Neurons Inc offers the world leading insights into store experience design.

To hear more, please contact us.

ad-effects

HOW CAN I MAKE MY PRODUCTS STAND OUT?

Ensure in-store attention!

Neuroscience — the combination of eye-tracking and brain scanning — can be used to test the effects of communication on in-store behaviors. Not only does this allow you to understand how ads and other effects actually lead to changes in choice. These methods allow you to “dig deep” into the actual mechanisms that lead to those changes.

NeuroRetail allows you to probe attention in many ways, including:

  • Effects of ads — By comparing groups who are exposed to ads or not prior to store tasks, we can measure how attention is affected while in the store.
  • In-store signage — Are customers seeing the signs you put up? Are they guiding the customer or confusing them?
  • Packaging optimisation — Is your packaging optimised for being noticed and chosen?
  • Price tag design — Perhaps you didn’t know, but price tags are seen and influences purchase!

By using our NeuroMetric solutions, you will be able to understand not only what people see, but also how they respond emotionally and cognitively.

To hear more, please contact us.

pricetag

HOW CAN I OPTIMISE MY PRICE TAGS?

Optimise pricing and information to ensure purchase  

NeuroRetail solutions allows you to focus beyond the product and the package — including important contextual issues such as price tags. This allows you to make great advancements in customers’ choice and store experience, such as:

  • Ensuring the right type of attention — The time at which a price tag is looked at is not trivial. If the price is seen before the product, it can either prohibit or facilitate product response and choice.
  • Reduce confusion — Many price tags have too much information, or suboptimally ordered information. Neuroscience allows a better understanding and iterative testing of tags to reduce confusion.
  • Is the price right? — This is not only a matter of the actual price, but even subtle cues such as which font type and size the price is written in.

Never let the design of your price tag be a trivial decision again: use NeuroMetrics to optimise customer attention and emotion, and reduce their decision stress.

To hear more, please contact us.

VRAR

HOW CAN I USE NEW TECHNOLOGY TO IMPROVE MY STORES?

Talk to us about VR, AR and phones in the store

We live in an exponential world. It’s heard so many times, but rarely do we see this come to play as prominently as in the store environment. Customers take on new apps and devices that may help them in their choice. Price comparisons and additional product information are just some of the more regularly used solutions. However, new technologies also offer ways that companies can improve and extend the customer experience in new and engaging ways.

  • Augmenting the store trip — By using smartphone apps, new apps can help customers find products and navigate offers more easily. Understanding which functions work and which are confusing is crucial in this era, but traditional methods usually won’t suffice.
  • Virtual stores — Virtual stores are great playgrounds for trying new concepts. Neurons have a fully operational virtual store environment to run, iterate and optimise store experiences, packaging design and other aspects of store performance long before you actually need to roll out the changes
  • Helping customers decide, while in the store — We have tested novel retail solutions such as the Lowe’s Holoroom, in efforts to find ways to utilise new technologies to help customers see their options and make better choices, while being in the store.

Take your retail research to the next level, and use neuroscience and VR/AR in the process.

To hear more, please contact us.

SOLUTIONS

Stationary Test
Stationary Test

This is a solution for testing more standardised stimuli, including images, videos, static media pages. The tests have a quick turnaround and standardised report.

Dynamic Testing
Dynamic Testing

In this solution, we test in stationary environments, where we allow participants to actively interact with the media. This solution is used for web pages, gaming, virtual environments and all similar stationary setup solutions.

Mobile Testing
Mobile Testing

In this solution, we allow participants to move freely around in everyday environments and test environments. The mobile test can be done inside the actual store, in public spaces, whenever interacting with products, and in social situations.

 Ad Hoc Testing
Ad Hoc Testing

In this solution, we design the project with you in exquisite detail, to approach and answer your research questions. The choice of methods depends on how we decide to set up the study, but will as a minimum include eye-tracking and brain scanning (EEG), while it may be combined with other (and novel) methods.

Contact Us

If you have any questions, you are welcome to contact us through here.

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