Store shelves are crowded with different packages, all of which compete for our attention. What is it that makes it or breaks it when competing for attention? Which products and packages are ultimately chosen by the shopper?
Poja Shams explains how eye vision is used in the in-store decision-making process. Learn how eye-tracking research is conducted, what conclusions can be drawn from the research and what is important from a brand owner perspective. How does packaging design, shelf placement, search behavior and preferences impact consumers' buying behaviors, and how do you best take these factors into consideration when planning your retail strategy?
Poja Shams is an associate professor at Karlstad University, focused on studying the importance of visual attention in the customer´s decision-making process.
"Some of the conclusions that we have from using this type of equipment in a store and doing eye-tracking studies, is that consumers are really for easy information to process. From a brand owner perspective, it is important to be able to simplify the packaging design, and packaging, so that you can quickly communicate the values of the product to the consumer".
Infrared light and reflections of the eye enable tracking of the consumers' eye movements in store - hence you can see what their eyes are naturally drawn to.