Science Articles

SMASHBOX USES EYE TRACKING TECHNOLOGY FOR BOOSTING SALES

ModiFace is the industry’s favourite augmented reality provider.

Technology is developing every day with leaps and bounds. The technology of eye-tracking has finally made its way into the area of beauty owing to the new partnership that took place between Smashbox and ModiFace. ModiFace is the industry’s favourite augmented reality provider.

The application MakeUp, running smoothly on iOS and Android, allows the customers to virtually apply and try on thousands of variety of makeup brands and products so as to see what product would suit the skin and what wouldn’t. For example, the application is a good way to see whether the particular shade of lipstick would look good on your complexion or not.

As the exclusive partner of ModiFace’s app MakeUp, Smashbox has been the first brand which allowed the use of the technology for tracking the interests of the users and then tailors their marketing scheme according to the customers for driving sales. The company then used the information for customising user oriented products and allow the users to shop for Smashbox.

In other words, beauty brand Smashbox is the first brand on the trial app that uses the eye-tracking technology for tracking the amount of time the customers spend in looking at specific products which help them in customising the marketing messages accordingly and have a boost of more than 27% in sales.

 

HOW DOES IT HAPPEN

The eye-tracking feature within the Smashbox beauty app was for analysing the focus on products. For tailoring marketing messages, all it took was-

  • At the bottom screen, the user has to first look at the swatch of a product
  • Then the user has to try on the selected shades for trying
  • Then, the user had to simply spend two seconds at the top corner of the screen for reading the name of the product

This enabled Smashbox to identify their most popular products and categories in line and push the sales further.

Smashbox divided 8819 users into two groups for deeper analysis. For the first one, the call to action button was always visible at the top of the page irrespective of the location of the user’s gaze. For the second one, the call to action button only displayed whenever the user spent time for reading the name of the product. The results indicated the conversion rate to increase from 6.2% to 7.9% in the latter case.

It is now interesting to see how the technology shifts further from here.