Vancouver, CANADA – November 1, 2012 – To help better understand the unique, and often times challenging, needs of healthcare shoppers, Vision Critical examined the at-shelf experience of some of the major categories of health and wellness products. The study was simple: shoppers were asked to evaluate the shelves of product categories they use on a regular basis through the use of click-mapping tools provided by Vision Critical. These click-mapping tools allowed respondents to click on areas of the shelf-sets that were most appealing to them. These results helped to uncover the key areas retailers of consumer health care products need to address in order to improve customer satisfaction ratings.
Satisfaction Ratings: Sex Sells
The study also asked shoppers to provide satisfaction ratings for the major categories of healthcare products.
Figure 1. Although the product category with the lowest volume, sexual health products rated highest for customer satisfaction
Figure 2: Virtual Eye-tracking results
Trust and annoyance: Customer sentiments towards health care products
The study then asked shoppers to describe their feelings towards the different categories of health and wellness products being examined. Results showed that pain relief and nutritional supplements were said to be the most trustworthy products by 44% of the shopper population. On the contrary, products related to digestion and nausea were rated the least trustworthy at 26%. Annoyance was another oft-referenced feeling that consumers held towards health and wellness products, with the most annoying products being cough and cold (35%) and digestion and nausea (35%).
Figure 3. Trust and Annoyance ratings for different health care product-types
Is there a remedy for improving the customer satisfaction ratings of healthcare and wellness shoppers? Shoppers were asked to provide a priority list for retailers to consider when rethinking their consumer healthcare sections.
- Not surprisingly, at the top was the desire for consistently low prices. Nearly half of respondents ranked consistently low prices as most important
- Also mentioned by shoppers was a desire for a wide variety of high quality brands to choose from
- Shoppers also expressed the need for products to be arranged in an easy-to-find fashion with helpful information
Figure 4. Customer priorities for improved shopper experiences
Read the full report from this Vision Critical Virtual Shopping study visit: http://vcu.visioncritical.com/resources/healthy-or-sexy/