Behavior-led creative optimization across in-store digital screens revealed how visual simplicity, ingredient recognition, and shopper context directly impact sales.
Clearer visuals and context-aligned messaging improved both attention and purchase correlation within the first campaign cycle.
Lux's digital screen campaign generated visibility but lacked clarity on what actually drove purchase. In-store environments are fast-moving and cognitively demanding. Complex visuals and unfamiliar ingredients reduced message absorption and conversion.
Attention didn't consistently translate into purchase.
Analyzed transition, impulse, and destination zones to understand attention windows and purchase behavior.
Assessed ingredient recognition, visual hierarchy, and message simplicity across campaign variants.
Linked screen presence with EPOS sales data to measure real commercial impact.
Built clear creative rules to improve relevance, clarity, and purchase intent across future campaigns.
Stronger attention, clearer understanding, and higher purchase correlation.
Simple visuals with one focal point outperform crowded layouts.
Recognizable ingredients improve engagement and trust.
Performance differs significantly between store types and shopper zones.
Identifying weak visuals early prevents wasted media exposure.
optml analyzes visual attention, context fit, and cognitive clarity to show what to fix before you spend budget.