Improving package design and product placement – Unilever

Unilever – a global FMCG company with more than a thousand brands under its belt is using eye tracking to understand what attracts consumer attention in store. By seeing where shoppers look and what package design elements or shelf positions are most effective, the company can influence the purchase decision process, achieve a competitive advantage, and improve ROI.

"What do my products look like on a shelf to the consumer? To answer this question, we use a lot of eye tracking. It gives you the right insight to adjust your package design or to convince your customers. Eye tracking is part of our DNA."

Jeroen van der Kallen, Customer Insight and Innovation Manager Europe, Unilever

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One mistake, we cannot afford that” said by a Business IT Consultant for one of the largest pharmaceutical companies in the world which processes thousands of drugs destined for more than 140 countries a year. While they relate in this case to the business of delivering vital medications and vaccines, this sentiment would be a familiar one to thousands of other industries, which have a business built on reputation and reliability.

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