Eyetracker testing

RRP helps speed up shopping by 10%.

Retail-ready packaging (RRP) enables shoppers to find what they are looking for 10% faster, tests carried out by research agency Eyetracker have revealed.

DS Smith Packaging has now signed a deal with Eyetracker to continue research following early trials where shoppers armed with shopping lists were shown one fixture using RRP and one without.

“Looking at RRP through the eyes of the shopper is giving us surprising results,” said Alan Potts, insight director at DS Smith Packaging.

“The early signs demonstrate that RRP can help products stand out on the shelf during the increasingly complex shopper journey.”