4大彩票网总代理ouring the showroom in an4大彩票网总代理 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"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nsight4大彩票网总代理 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.