4/8/2013, Düsseldorf / Germany


Experts in shopper habits

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The ShopperLab of Henkel Ibérica

The recent visit of Henkel CEO Kasper Rorsted in the offices of Henkel Ibérica was the perfect opportunity to introduce a pioneering initiative within Henkel’s offices: the ShopperLab.

Dedicated to innovation in market research, marketing, retail presence and selling techniques, this new space at Henkel Ibérica has been operating for several days now. The ShopperLab is a room that recreates the shelves of a real store and has been designed to further our understanding of consumer behavior in real shopping environments.

Henkel CEO Kasper Rorsted showed great interest in the project and was able to have the experience that consumers have when approaching our products in real stores.

Tests are soon to be carried out with real consumers in this facility in order to study the impact that product designs have on shelf appearance and occupancy (implantation), POS materials and even the various aspects of buying behavior. Among the techniques being used is an "eye tracking" system. This market research tool analyzes eye movement and translates it into heat maps, providing patterns of shopper behavior.

In addition, the ShopperLab will host future meetings with clients where they will be able to see how the Henkel approach can be used in their stores to test the in situ behavior of consumers.

The ShopperLab is the result of a project supported and promoted by our colleagues from the Retail, Sales, Marketing and Market Research departments. Its purpose is to strengthen Henkel’s role as experts in shopper behavior and thus to better serve our customers. After all, our customers are at the center of one of our corporate values, and their relationships with our brands and products are a constant subject of study, analysis and continuous improvement at Henkel Ibérica.

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