Online tool shows impact of shelf-ready packaging

This new online tool enables brand owners to test and understand the impact of shelf-ready packaging on shoppers faster than ever by visualizing it on a virtual supermarket shelf and collating eye-tracking results via a webcam. Full analysis of results – including facts and figures on the extent to which the product stood out, was remembered and raised shopper curiosity in the product on the shelf – are returned within a week.

Initial findings from EyeSee’s partnership with Smurfit Kappa show that disruptive shelf-ready packaging – which ensures products stand out, are remembered and raise shopper curiosity on the shelf – is noticed by 76 percent more shoppers in the first five seconds of viewing a shelf full of competitor products. It is recalled by 79 percent more shoppers after their shopping trip, and raises overall levels of curiosity and interest among almost three times as many shoppers as standard packaging.

Arco Berkenbosch, vice-president of marketing, research and development at Smurfit Kappa, said: ‘For the first time ever, our unique partnership with EyeSee gives brand owners unrivalled shopper insights which quantify the performance of shelf-ready packaging, at speed and in a risk-free, virtual environment.

‘This is another example of how we provide our customers with the deepest insights in the industry, to ensure they achieve the best possible packaging designs to help increase sales. We are still in the initial phases of our partnership with EyeSee and are excited to be rolling this out with key customers in the coming months at our new customer experience centres.’

Olivier Tilleuil, managing director and founder of EyeSee said: ‘With between 40-70 percent of purchasing decisions made in-store and 86 percent of consumers admitting they are “switchers”, brands are constantly battling it out to be the product that is first noticed and selected by shoppers. Pack stand-out has never been more important. We’re excited about our new, exclusive partnership with Smurfit Kappa, bringing their customers detailed insights and a wealth of data on how shoppers make purchasing decisions based on what they see on the shelf.’