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

Under Amour storms NHL arenas with junior hockey players

Teams in Ontario and Quebec can use social media for a shot at the big leagues

Airbnb names North Strategic PR agency of record

U.S.-based online hospitality company works to build awareness in Canada

CTV’s content-driven approach to PR

Pairing traditional press releases with quirky, Buzzfeed-inspired lists

Home Depot data breach brings class action suit

Big box retailer joins others dealing with life after the hack

Campbell Company gives soup products a facelift

Heritage brands reformulated and repackaged for contemporary tastes

‘Crave More’ attempts to make PC a lifestyle brand

New campaign from John St. asks a lot of questions

DDB Canada is a good fit for Nordstrom’s shoe campaign

Agency's Calgary campaign impressed the U.S. marketers