DNP Launches Eye Tracking and POS-Data Real Store Marketing Service

Identifies issues from in-store purchasing behavior and tests marketing effect

Dai Nippon Printing Co., Ltd. (DNP) is pleased to announce the launch of a service to evaluate marketing activities and materials, such as packaging design and promotional materials, through real store surveys and analysis using eye tracking technology1 and ID-POS data2. This new service comprises an issue identification service, designed to ascertain consumer purchasing processes against target products and extract issues, and an effect testing service that assesses whether packaging and promotional materials exhibit the planned effect.

The new service will be launched on February, 2015 in cooperation with several outlets of a Shizuoka Railway Co., Ltd. Group supermarket chain targeting loyalty card holders of the railway company.

[Development of New Marketing Service]

In recent years, in line with the diversification in consumer lifestyles and values, we have seen a rise in the need for scientific marketing techniques that use neuroscience and psychology to ascertain and analyze consumer behavior. In particular, the makers of daily necessities and foodstuffs want to perform higher precision analysis, of the impact on consumers of their packaging and promotional materials, based on scientific marketing techniques manipulated at real stores.  

DNP is proposing a research marketing service that employs data such as eyeball movements and brain waves, and in this latest development, will launch a marketing service that uses eye tracking technology and ID-POS data gathered at real stores.

[Service Outline and Features]

  • By conducting surveys in real stores, it is possible to ascertain consumer behavior and psychologies in a more accurate manner.
  • The Shizuoka Railway Group supermarket chain has a loyalty card membership of approximately 250,000 based on ID-POS. These include users that purchase target brand products on a regular basis, and those who purchase differing brands on each store visit. By selecting monitors based on purchasing history it is possible to boost the precision of qualitative surveys.
  • By using eye tracking technology, it is possible to accumulate data on individual in-store locations and the products viewed by store users, either consciously or unconsciously. This allows for the analysis of consumer psychology or behavior, and facilitates the use of this data in product development. It is also possible to scientifically consider the consumers line of sight vis-à-vis store shelves at supermarket chains etc.
  • Product development related PDCA cycles often end with just the planning and doing portions of the system, but by adding the check and act portions of this new service, it is possible to utilize PDCA for enhanced marketing purposes.

[Issue Identification Service]

Target monitors are selected based on ID-POS data held by the client company (in this case Shizuoka Railway). The monitor wears eye tracking equipment, and goes about their shopping as usual, allowing for the accumulation of data that helps clarify the product purchase decision process, along with product packaging and promotional material issues. As a result, it becomes possible to propose effective package design that conveys the attraction of the production in a more accurate manner, along with that for promotional materials, and shelf layouts, all based on neuroscientific intelligence.

[Effect Testing Service]

New and re-launched products are sold on a test basis at stores, and by analyzing ID-POS data and conducting exit surveys, it is possible to test what effect package designs, and promotional materials have had on consumers.

Eye tracking test image/Image seen by user when wearing eye tracking equipment

[Pricing]

Issue Extraction Service: From 300,000 yen (pre-tax basis)

Effect Testing Service:  From 200,000 yen (pre-tax basis)

[Looking Ahead]

In addition to launching this service mainly at the makers of daily necessities and food makers, DNP will also propose the service for packaging materials, and related products.

 

1: Eye tracking technology: Measures eyeball movements when viewing product packaging or promotional goods, and by analyzing this provides a physiological measurement system. Using this technology it is possible to know the focus points for packaging and promotional materials from the trajectory of the line of vision, and in which order the line of sight has moved.
2: ID-POS Data: Takes POS data that records what product has been purchased in What amounts and when, and adds the Who of ID data to ascertain attributes such as gender and age, along with the consumer' s purchase frequency and purchase timing. As a result, it is possible to use such data to provide marketing services that accommodate each individual customer.
 
* Product prices, specification and service contents mentioned in this news release are current as of the date of publication. They may be changed at any time without notice.