Track Session

HP and PRS will share key learning gathered from a recent study in which PRS Mobile Eye-Tracking was used to document shoppers’ in-store behavior as they shopped for printers and PCs across the mass, club and electronics/office superstore channels. This presentation will discuss the path to purchase in more complex categories (pre-planning vs. in-store decision making) and share new insights regarding the visibility, impact and role of different in-store touchpoints including displays, signage, packaging and more. Key audience member takeaways:

• A deeper understanding of the path to purchase and the in-store decision making process within more complex product categories.
• Greater knowledge of how to apply and generate added value from a new research tool (in-store eye-tracking).
• New insights to improve the placement and execution of POS efforts within different retail channels.