The question of the effectiveness of POS and POP tools, as well as their return on investment is becoming more and more prevalent in companies. The relation between the expenditures and the extra sales generated by them is, of course, crucial. Thus, we developed a research method with which we can measure the effectiveness and conversion capacity (sales generating effect) of POS and POP tools.
The problem lies in understanding how the purchasing process or decision process works. As recent neuromarketing research has shown, 75 to 80 percent of customer decisions are unconscious, automatic and emotional which cannot be accurately measured by traditional verbal and observational methods.
Instead, we can have much better results by using eye-tracking cameras which enable the examination of the unconscious eye-movements of customers. This helps us gain insight into the unconscious processes which constitute the majority of customer decisions.
Additionally, we can also detect the emotional reactions of customers which provide the energetic background of decision processes (emotion is the energetic background of the realization of thought; action is generated by emotions – or motivation).
In the framework of a project funded by the European Union since 2008, we have developed a complex methodology for measurements, with which we can thoroughly examine all question concerning the effectiveness of displays.
To carry out these examinations, we have created ETresearch, the research division of Forma Display Ltd.
This research yields results in itself, too, however, combined with our background in display design we are able to offer you complex solutions which ensure the ever growing effectiveness of POS and POP tools.
We are also able to offer you consulting services with regard to complex in-store solutions (conversion management).
