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Taurus Group was restyling the packaging for their portfolio of Mycook kitchen appliances. The challenge? To ensure key purchase drivers were clearly comunicated in their online key product images.
We kickstarted the work with a brief market study to determine the unique features of their product range – what differentiates the brand from the competition and what are the key aspects that drive consumers to buy it – leaning into SKU segmentation. From here, we determined a hierarchy of information to communicate upon the digital shelf, and therefore in their online product images.
Next, we investigated whether the product images were already conveying this key information. At Optopus we know that on digital shelves, product images lose communicative power. Relevant information is sometimes diluted because packaging is not designed to be seen on small screens. In order to detect possible areas for packaging communication improvement, we used our Artificial Intelligence tracking tool to analyse the images. This showed us which the information was standing out to customers, and in what order. We know that, within the first seconds of seeing an image, the human eye biologically detects 3 or 4 key points. This is the time we needed to influence.
The combination of shopper marketing talent and Artificial Intelligence (AI) has helped us to understand the friction points of packaging. We can detect which key features aren’t being communicated properly, and/or unnoticed by the potential customer. Finding these gaps helps us to propose effective new packaging designs that correct these issues and work well within the online ecosystem.
We used the learnings from this project and strategic thinking (ePOS strategy) to create a benchmark image flow for the brand product detail pages, starting with MyCook Touch.