easy2survey launches Pre-Test Point of Sale
Utrecht, 5th of April 2019, DVJ Insights launched the first automated POS Pre-Test within the easy2survey platform. For years we have seen how important it is to catch the consumers attention in store. From a lot of conversations with Marketing Managers, it appeared there was a need for testing POS material in a fast and cost-efficient manner. Because investments as opposed to different types of communication are relatively low, these tests were often overlooked. By conducting a fast quality test in a cost-efficient way, companies are able to get more efficiency from these important activities.
Lucas Hulsebos, CEO DVJ Research Group: “Point-of-sale is all about the Moment Of Truth and has a big impact on consumer’s buying behaviour. However, not a lot of companies look at the effect that point of sale material has on sales. The reason for this is that investments in POS material are relatively low compared to above the line activities. The material itself is in most cases used once and then something new is created. Based on many meta-analyses of different data sources we have learned that results significantly differ between POS materials. This means that ROI can be significantly improved if companies decide to test this and to use only those POS materials that outperform the competition.”
About the Pre-Test POS
The Point of Sale Test consists of the following aspects: easy2survey uses a unique method that considers the way people behave in the store. The material is placed in its natural context and people decide for themselves if and how long they want to engage with the material. The pre-test measures from moment to moment what people see and miss in the material, with a focus on the first 2 seconds. From there on the test measures the impact and evaluation of the material to get the full picture. The holistic set-up provides all the necessary diagnostics to optimise and improve and is always compared with a relevant benchmark. Using this test means that companies will make the best decisions for their Point of Sale material and benefit the most from the important Moment of Truth.
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