HP: Shopper Journey & Shopper Marketing
August 22, 2016
- HP needed to better understand the shopper journey and optimize shopper marketing for PCs, printers and ink, as people were expressing confusion and frustration in shopping these categories.
- PRS IN VIVO conducted several hundred in-store interviews
- Among home and small business shoppers
- across a variety of retail channels (including computer superstores, office centers and mass merchandise stores).
- Mobile Eye-Tracking was used to document each person’s store visit including store/aisle navigation and engagement with product, signage and packaging, while in-aisle interviews gauged shoppers’ perceptions of the shopping experience.
- The study confirmed that HP was overwhelming (and confusing) shoppers in the aisle, with a multitude of messages and touchpoints (displays, signage, packs, etc.).
- We identified the most visible (and valuable) of these in-store touchpoints– and provided direction for a dramatic re-design (and simplification) of HP’s shopper marketing efforts.
- The new approach successfully facilitated shopping, while also dramatically reducing HP’s investment in point-of-sale materials (displays, signage, etc.).
- The success and positive impact of this initial study (in the U.S.) led to similar in-store efforts in both Europe and China.