Shoppers more likely to buy products with a 3D label according to new study
Tobii Technology who specialise in eye tracking and Rolling Optics, have just completed a new study into shampoo packaging. The study tested the theory that using a Rolling Optics 3D label on packaging is more attractive to the consumer. Tobii Glasses, the latest advancement in eye tracking technology, were used in the study to consistently monitor the participants' gaze to identify where they were looking and for how long.
The study took place in a hair care store in Stockholm, Sweden, using three different types of shampoo bottles. One shelf was prepared containing Grazette of Sweden´s XL Volume Shampoo featuring an old label, the same brand featuring a new 3D label from Rolling Optics and a competing volumising shampoo brand without a 3D label.
Participants were asked to look at the shelf and decide which shampoo they would like to purchase, whilst wearing the Tobii glasses. They were also asked several follow up questions after they had completed the task including which brand they would purchase.
There were 26 shoppers involved in the study with 50 per cent of them choosing to purchase the new 3D labelled XL Volume Shampoo. In total the new bottle was purchased 86 per cent more than the old bottle, this correlates well with the total increase in sales of 90 per cent which were witnessed by the brand owner Grazette of Sweden. Only one participant admitted to having purchased the brand previously.
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