Note: This article was first published in Retail & Loyalty on August 30, 2017.
Understanding shopper behavior in retail is the foundation to designing environments that promote purchasing, but retailers face a number of hurdles to get shoppers to notice products, let alone buy them.
Eye Faster recently conducted eye-tracking research in six stores nationwide to generate insights into the retail experience. The research demonstrated that picking up a product has the highest correlation with purchasing; thirty percent of products held were purchased and purchasing increased to 60+ percent when more than one item was held. For most categories, the more time a customer spends in that space, the more likely they are to purchase something. Retailers need to find ways to get people to spend more time in destination categories, and to encourage them to pick up products.