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SellCheck Service Comes to UK
US-based shopper behavior specialist MarketingLab has rolled out its neuromarketing service SellCheck in the UK, offering brand owners and retailers a new way to measure the effectiveness of their shopper marketing materials.
 SellCheck, which combines neuroscience techniques with practical insight from a panel of shopper marketing experts, can be used to analyse many different types of shopper material across both in-store and online environments, including POS materials both on and off shelf, print ads, web pages and direct mail.
Clients upload an image of their marketing material into the SellCheck web site, and the firm then uses eyetracking software to produce a heatmap showing which areas receive the most attention. In addition, an 'area of interest' score is produced for the specific items in the image that will be visually processed faster than the others; and a 'visual sequence' is generated to show the most likely path that a shopper's eyes will follow when viewing the image.
Images are then analysed by a SellCheck panel of shopper marketers, who provide recommendations compiled into a seven-page report, along with an overall score for the image, benchmarked against similar image types from across the industry.
SellCheck Director Peter Chapman (pictured), who previously held senior shopper marketing roles at Procter & Gamble and Coca-Cola Enterprises, comments: 'Brands know the impact that effective point of purchase materials can have on the bottom line, but until now, it's been a bit of a dark art rather than a measureable science. SellCheck gives marketers a tried-and-tested methodology that not only provides an expert analysis of marketing materials, but also recommendations on making them better before they go to print - and all within 72 hours.'
Web site: www.sellcheck.co.uk .
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