What it does
Evaluates whether the price is shown at the lower 1/3 of a shopper asset.
Why it matters
Because price is perceived as pain in the human brain, leading with RTBs (Reasons to Believe) allows shoppers to reconcile the value proposition with price more easily and readily.
How it works
User draws a "Price" area of interest. The position of this region is then evaluated. If it is in the lower 1/3 of the asset, the KPI is set to "True" (green), else "False" (red)
How to achieve great results
- Allow shoppers to process RTBs (Reasons to Believe) before price (i.e., via info hierarchy)
- Place price at lower 1/3 of cling (reserve top or center of POS for RTBs)
AI models used
No AI models are required for this KPI.