Wired for Shopping
October 23 2008
UK-based Nunwood has developed Bioshopping, a new way of combining traditional shopper research with biometric technology to probe the emotions behind what engages/disengages consumers and what prompts them to buy.
Following an 18-month development programme, the firm is now working with a top 3 UK supermarket and other retailers to deliver its Bioshopping methodology, which analyses what shoppers see and hear, as well as their thoughts on items on display and their emotional reactions to the aisle experience.
At a store entrance respondents are invited to conduct their normal shop while wearing a discreet biometric tracking device, as well as - in the case of qual exercises - video-feed spectacles. During their shop, skin temperature and conductivity readings are taken, as indicators of both positive and negative emotional engagement, together with precise location data across the store environment.
'Studies estimate that anywhere between 75% and 90% of retail choices are driven primarily by emotion,' noted CEO Clare Bruce. 'The precise nature of Bioshopping will enable retailers to create dramatically more profitable store environments and gain a lasting competitive edge.'
With offices in London, Leeds and New York, Nunwood is online at
www.nunwood.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
