ARLINGTON, Texas -- EyeTracking Inc. has chosen national convenience store broker TNT Marketing to share EyeTracking's technology with the c-store class of trade.
EyeTracking provides a competitive advantage to manufacturers and retailers by allowing them to see a retail environment through the eyes of the shopper, it said. Using patented technology, EyeTracking measures what people see, what they ignore and how they respond as they walk through a store (real or simulated).
The company combines science with their analysis of viewing [image-nocss] patterns and in-depth interviews to reveal the critical cues that affect the purchase-consideration path, it added.
Because of the size of c-stores, real estate is at a premium, and product placement is critical. The more information the retailers have regarding how location and arrangement of merchandise affects purchase behavior, the more profitable and effective the stores can be. This information is useful to wholesalers and distributors as well.
EyeTracking was founded in 1999 by Dr. Sandra Marshall and several colleagues from the Cognitive Ergonomics Research Facility at San Diego State University. The company delivers market research and usability services based on where people look and how they respond. Areas of market research include package design, shelf placement, point of sale (POS), signage, advertising, sponsorship, consumer systems testing and web usability. For example, it evaluates which elements of a package catch consumer attention in a retail environment.
The combination of TNT's expertise in c-stores and EyeTracking Inc.'s breakthrough technology to measure shopper viewing attention and behavior really provides a competitive advantage to retailers, manufacturers and distributors," said Dr. Sandra Marshall, CEO of San Diego-based EyeTracking.
Arlington, Texas-based TNT Marketing is a sales and marketing organization in the c-store industry that represents many recognized consumer products in top c-store categories, including automotive, beverages, foodservice, frozen foods, grocery, general merchandise, HBC, and salty and sweet snacks. Bayer, ConAgra, Dole, General Mills, Mattel, Playtex, Procter & Gamble (Duracell/Gillette), and Trojan are among the category-leading brands in the TNT Marketing portfolio. TNT's c-storologists maintain partnerships with c-store wholesalers and retailers nationwide.Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.