Eyes front – and centre

Retailers know that shelf placement has a big impact on sales. New research has shown in more detail how this works. A study co-authored by Onur Bodur of Concordia University‘s John Molson School of Business and researchers at HEC in France and the Aston Business School in England has found that the consumer’s eyes have […]

Retailers know that shelf placement has a big impact on sales. New research has shown in more detail how this works.

A study co-authored by Onur Bodur of Concordia University‘s John Molson School of Business and researchers at HEC in France and the Aston Business School in England has found that the consumer’s eyes have a central focus.

Using infrared eye-tracking technology, the researchers monitored the eye movements of subjects as they scanned a shelf full of nondescript products of fictitious brands in various categories.

The results showed the brand placed at the horizontal centre of each category was chosen most often, suggesting retailers should focus more attention on product adjacencies within categories in order to boost sales of particular brands.

The researchers attributed the results to an unconscious human tendency to gather the most information from the centre of any given scene. Also, the eye tends to place the pupil at the centre of the field of vision, while other research has shown that the longer a subject focuses on a particular product, the more likely it is to be chosen.

This article originally appeared in Profit.

Brands Articles

Metro keeps it all white for Diner en Blanc in Ontario

Grocer uses social, influencer tactics and video to amplify sponsorship

Starcom hires Mike Rumble to oversee new integrated team

New unit expected to oversee the agency's recently defended TD Bank Group account

TD goes on another ‘thank you’ mission

New video captures heartfelt moments customers are surprised with gifts

Buy groceries online? Never in Canada! (Column)

Is the grocery industry ready for digital disruption? Maureen Atkinson explains

Square One gets sultry for fall campaign

Flirtatious video features newlywed celebs Sean Avery and Hilary Rhoda

Which Olympic ads won with women?

Harbinger study examines what it takes for ads to be memorable

IKEA Canada president takes global role

Stefan Sjöstrand promoted to commercial manager, IKEA Group in Sweden

Public Mobile encourages you to swap junk for SIM cards

Self-serve mobile brand shows customers how it's different from the big guys

Toronto Men’s Fashion Week to launch women’s showcase

New event to borrow from Toronto Men's Fashion Week's successful formula