Imagine using an eye-tracking technology within an application to get a better idea on how to enhance your customer’s experience and advertise more effectively. Sounds like a fantasy? Not anymore. One of the cosmetics companies shows us how it’s done.
According to the survey by Ipsos, consumers depend on promotional leaflets which they use first and foremost to track promotions. That said, there are several categories of leaflet readers, each with a different set of expectations.
While promotional activity continues to increase, profitability seems to be winding down. A study by Nielsen reveals areas where brands may improve their performance.
Among retailers’ multiple problems is free shipping. Spoiled by some online stores, consumers will not hear of a paid delivery and even expect to be able to return unwanted items for free. A trend that is unlikely to disappear any time soon, free shipping eats into retailers’ bottom line.
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