Note: this article was first published in Apparel Magazine on April 25, 2017. A link to the full article is at the bottom of the excerpt below.
Retailers and merchandisers make design decisions for everything from layouts to showrooms and display windows. While aesthetics and product marketing certainly play a major role in their decision making process, these design decisions can influence the shoppers’ directed attention and pathway through the store. Ideally, shoppers follow a path that is convenient to find the products they seek and one that is lucrative for the retailer by showing off the best products in an eye-catching way; giving shoppers the opportunity to look at the most products during their time in the store.
Portable eye-tracking technology is used to record shoppers’ entire in-store experience from their point-of-view, and analyzed to understand shopper behavior in the store. Heatmaps are produced as output from eye tracking, enabling brands and retailers to understand where shoppers focus their attention (whether it be on price tags, products, sale signage, displays or even employees).
Data related to the shoppers’ paths through the store is also a byproduct of this research methodology. Each shopper’s pathway is overlaid onto a map of the store and those paths are translated into a pathway heatmap as seen below- red areas represent the most divergence in shoppers’ pathways through the store; blue areas represent the least divergent areas throughout the store).
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