A Study from year’s Dx3 Canada show investigated what consumers look for when shopping for a new car by having them wear eye trackers in a mock showroom. The results show that car brands only have a 20-second window to influence a shopper’s opinion.
The cars themselves soaked up the majority of a shopper’s attention, particularly the side windows and the cars’ interiors. Promotional materials such as signs and interactive displays around the cars were not seen long enough to have any resonance. However, it did help if promotional materials were positioned in the front or center of the showroom; also millennials engaged more thoroughly with digital screens while older shoppers engaged with traditional text signs.
Armed with the study’s findings, car brands have a better understanding of how to lay out their showrooms to maximize shopper attention and influence specific audiences.
The study was produced by Tobii Pro, Toyota Canada and Dx3 Canada.