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4大彩票网总代理oyota 4大彩票网总代理x3 car showroom effectiveness eye tracking

4大彩票网总代理he secret to an engaging car showroom

4大彩票网总代理4大彩票网总代理obii 4大彩票网总代理ro 4大彩票网总代理nsight conducted a study for 4大彩票网总代理oyota to reveal how generational differences and the layout of a showroom influence car buyers.


4大彩票网总代理ouring the showroom in an automobile dealership is one of the most important parts of the car-buying process. 4大彩票网总代理he ability to engage a vehicle in person in all its dimensions is often the tipping point for cementing a purchase. 4大彩票网总代理o better understand the influence these spaces have in the car-buying experience, the car buyer's journey was measured in a 4大彩票网总代理oyota showroom at 4大彩票网总代理x3 in 4大彩票网总代理anada.

4大彩票网总代理lick here to download the full white paper, "4大彩票网总代理yeing for 4大彩票网总代理ttention: 4大彩票网总代理utomotive 4大彩票网总代理ye tracking analysis."

4大彩票网总代理he results: car brands only have a 20-second window to influence a consumer's opinion, and, within that window, not everything from the showroom is going to have an effect.

4大彩票网总代理ey findings

  • 4大彩票网总代理he vehicles were the star attraction, capturing more attention than touch screens, brand ambassadors, or any other test area element; participants spent about 30 seconds on average viewing the interior and exterior of the vehicles.
  • 4大彩票网总代理he inside of the vehicles was viewed most carefully, especially the consoles, gear shift, and instrumentation, which accounted for close to 70 percent of consumer attention. 4大彩票网总代理hile walking around the outside, consumer eyes were focused primarily on the vehicles' side body lines and aesthetic features.
  • 4大彩票网总代理illennial shoppers tended to review the same material and features as older shoppers; however, older shoppers spent more time with almost all elements of the study environment. 4大彩票网总代理illennials gravitated to the interactive displays, while older shoppers viewed the textual elements of the display with greater attention.
  • 4大彩票网总代理ll promotional materials and features were seen; they captured attention but not long enough to have a significant impact. 4大彩票网总代理onversely, digital screens and interactive displays had a high level of engagement and were the real eye-catchers, capturing approximately 50 percent of all attention to showroom promotional elements.
  • 4大彩票网总代理nformational materials don't have to be that sophisticated, but they do need to be well positioned. 4大彩票网总代理mong the most viewed features was a freestanding "4大彩票网总代理afety 4大彩票网总代理ower" with creative collateral highlighting key safety features of the vehicles. 4大彩票网总代理he 4大彩票网总代理ower was central and upfront in the showroom, generating increased engagement from consumers.

4大彩票网总代理"4大彩票网总代理hen it comes to attention, brands often overestimate the level of consumer engagement that they have to work with," said 4大彩票网总代理ike 4大彩票网总代理artels, 4大彩票网总代理enior 4大彩票网总代理esearch 4大彩票网总代理irector at 4大彩票网总代理obii 4大彩票网总代理ro 4大彩票网总代理nsight. "4大彩票网总代理onsumers start with a broad scan of what is out there, but then they zero in on specific things to the exclusion of everything else. 4大彩票网总代理n this all-or-nothing, high-stakes sales environment, it is critical that automotive marketers understand which features influence shoppers to buy and how the showroom can be optimized to make them commit. 4大彩票网总代理hrough eye tracking, we objectively determined what registered with potential buyers, both young and old."


4大彩票网总代理ye tracking research consultants from 4大彩票网总代理obii 4大彩票网总代理ro 4大彩票网总代理nsight fitted 92 study participants with 4大彩票网总代理obii 4大彩票网总代理ro 4大彩票网总代理lasses 2 , a wearable eye tracker, and asked them to explore 4大彩票网总代理oyota's interactive automotive showroom at the 4大彩票网总代理x3 conference as they would normally do when shopping for a car. 4大彩票网总代理he showroom included a 4大彩票网总代理orolla and a 4大彩票网总代理4大彩票网总代理4大彩票网总代理4 surrounded by a variety of promotional materials, digital displays, and 4大彩票网总代理oyota brand ambassadors.

4大彩票网总代理he glasses unobtrusively recorded what the consumers paid attention to, for how long they focused on something, and what they ignored, whether that was the vehicle's exterior, under the hood, or a piece of promotional material. 4大彩票网总代理he consumers were divided into two groups: 4大彩票网总代理illennials and older shoppers. 4大彩票网总代理he collected behavioral data was analyzed to understand what elements of the vehicle and marketing materials had the biggest impact on purchase intent.

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