Monitoring where the customer's attention gets distributed helps retailers analyze product performance without having to get worried about any bias. Focus groups can often get opinionated and are not the most suitable for retail analytics
Fremont, CA: Eye-tracking technology has been recently gaining significant traction in the retail industry. The simple, yet sophisticated technology has raised the bar for human-machine interaction, paving the way for futuristic consumer applications. The retail sector commonly uses eye-tracking software for market research. Using this technology, retailers can gain access to objective and actionable data related to the customer's interests and attention. Every retailer wants to make their stores and products more appealing to the customers. It is essential to grab the shopper's attention quickly, and this actionable data is the best way to do so. 3D eye-tracking technology allows retailers to collect information without being intrusive or artificial.
The 3D eye-tracking software uses consumer depth-sensing cameras to track eye movement. The technology opens up a plethora of exciting new applications for human-machine interactions in the retail environment. In contrast to standard eye tracking, 3D eye-tracking technology can be operated from a distance of up to 1.3 meters and is non-intrusive. The technology does not require any glasses, VR headsets, or calibration. It works with depth-sensing cameras that allow retailers to track thousands of customers without affecting their shopping process. Shelf depth-sensing cameras are capable of monitoring multiple subjects, labeling objects of interest in the open space, and tracking attention towards them in real-time.
Monitoring where the customer's attention gets distributed helps retailers analyze product performance without having to get worried about any bias. Focus groups can often get opinionated and are not the most suitable for retail analytics. Compared to standard eye-tracking technology using glasses, the customer is not aware that 3D eye-tracking cameras are tracking their attention. This kind of tracking is driven by subconscious rather than rationalized intention. The data collected by this technology is valuable and can be used by market researchers to derive new tactics that will drive sales and profits. 3D eye-tracking can provide shelf-attention analytics that identifies the number of views and focal points, without the need for calibration.
Big data has been looming around all industries for some time now. The retail sector is already enjoying various benefits of big data applications. Big data provides a greater understanding of the consumer's shopping habits and also helps retailers attract new customers. Purchase history, customer demographics, product preferences, consumer journey, and engagement patterns are all examples of various applications of big data. These are generally collected by using point of sale systems or foot traffic analytics devices. Although they give valuable insights, they are not really accurate and provide more of a rough framework of operation to retailers.
Having 3D eye-tracking technology makes a significant difference as it gives more in-depth information and is more accurate. The technology provides real-time data that is, in a way, representative of a customer's mind. Various factors like time elapsed looking at a product, the number of times gazed upon the product, and time spent looking at the product first time make data collected from this technology more reliable.
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