The results were intriguing & surprising. Aaron Lee, Technology Category Manager at
Tesco PLC commented; “We are extremely pleased with the SiO work that Flixmedia has done
for Tesco. The quality of the research and the clarity of the insights are helping us to
shape both our marketing strategy and our product strategy. We look forward to working
with Flixmedia again in the very near future.”
Two specific Television product specification details were consistently searched for by
Shoppers, placing the attributes right to the top of the vast majority of Shoppers need
for more information.
Additionally, product pages that had a product video placed within the page acted as a
‘hook’ for Shoppers to dwell up to 30% longer on the product page and hunt for more
Parameters in which Shoppers showed the least interest were typically internal Storage,
Compatibility and Power specifications. Interestingly, the study showed that a ‘no man’s
land’ for Shoppers existed on the page where there was too much condensed information,
which Shoppers consistently skipped over.
Shoppers also demonstrated an influence on a price offer subject to the product value.
For example, a £10 discount offer was more actively engaged for a product under £200,
than a £50 discount on more expensive products.