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And eye contact, the virtual mall
where marketers are learning everything they need to know about what makes you
buy.
From a_b_c_ news headquarters,
this is world news
with Charles Gibson.
Finally, from us why do you buy what you buy? For decades, market researchers have
tried to find out what psychological profiling, focus groups and
simply observing shoppers but now a new tool, something they call
ritual shopping.
John Berman got to look literally how it works.
There is a war going on in the stores. A real battle for your eyes, your ears,
and your wallet. You think about the shopping trip...
that shoppers on a mission
and most of them have a shopping list in hand and if we're gonna interrupts that
mission it's gotta be big. Deep in a basement in Appleton, Wisconsin,
one of the country's biggest companies is trying to win this real fight
by going virtual.
Kimberly Clark, which makes Huggies and Kleenex, built three walt three-d_
giant virtual lab to discover exactly what makes consumers tick. Every
other week, they invite regular shoppers in to push a cart down a virtual aisle.
Motion detectors track every move to see what draws the shopper to their products.
Is it color, price, shelf location?
With traditional t_v_ advertising less effective these days companies have to
use it every inch of floor space in stores to reach consumers.
It's all about what drives your intent to purchase is at the point of purchase
material, the signs at the shelf, floor graphics, in-store tv. For research, this
virtual lab is a lot faster and cheaper than the actual world.
They can test colors, packages and layout
without manufacturing a single diaper. It's also more reliable than
customer surveys because your don't lie.
That's right, their most high-tech trick? A retinal scan that actually tracks
as you look at a display. I glanced at a wall of virtual diapers for five seconds.
What pulled my focus? The bright colors, big packaging? Nope.
That shows you focusing in along price bar
more than you focused in on anything else. I don't even remember looking at the prices
honestly.
They figured out this shopper,
only a few hundred million more to go.
John Burnett, a_b_c_ news, Appleton, Wisconsin.
John has young twin boys. I wonder why he went to the diaper department.
That is world news for this tuesday. I'm Charlie Gibson and i hope you had a good
day.
For all of us at a_b_c_ news have a good night.