Through the use of Eye Tracking Glasses (wearable device), two shelf layouts with different products display (category VS Brand) and communication tools were compared.
The research objectives were the following:
Verify how communication tools influence the purchase process
Analyze which product display boosts the brand target.
Participants received a purchase mission specifying the product category to be searched and were monitored during their entire shopping experience. Eye Tracking has allowed us to measure the visual impact and the findability of Brand target products and of the competitors’, comparing the performances of the two different layouts.
The shoppers exploratory strategies turned out to be significantly affected by the different product displays, whereas, the communication tools did not record any significant findings and shoppers did not consider them to provide any important information in their product selection on the shelf. Sell-out data and time dedicated to product search and selection were also monitored.