https://embed-ssl.wistia.com/deliveries/ffefd6c97f0045ee97f7d34ce66b9616.mp4
The first step was to recreate an existing laptop area in 3D. We also modelized our 3 different table setups to incorporate them into the 3D store.
Everything was reconstructed in detail to recreate the full in-store experience – from the table shapes to each laptop and even stickers.
In the second step, we recruited respondents to a 25-minute experience on their own laptop, and thanks to the virtual stores, we were able to follow them during the whole in-store purchase experience: First, they began with the eye-tracking part. Respondents were invited to watch the video of the 3D store and to look anywhere they would like as if they were in the real store. The aim was to measure where they looked at, for how long, and in which order to drive conclusions about Chromebook brand visibility. We then asked them questions to measure spontaneous brand awareness & recall. Then, they entered the click tracking task. Respondents were invited to interact with the tables. They were asked to click on anything they found interesting on the table. As everything has been modelized in 3D, they could explore each communication element, such as product stickers or even play videos. Clicks were recorded to measure interaction during this experience. In the end, they were exposed again to each communication element and then answered a regular questionnaire about Chromebook and table elements. It allowed us to measure product understanding.