TY  - CHAP
AB  - Abstract Manufacturers and retailers spend millions of dollars every year on in-store communications. The effectiveness of these dollars depends on whether shoppers notice, pay attention to, and engage with these communications, something that is best determined from eye-tracking data. In this chapter, we utilize mobile eye-tracking data from tens of in-store marketing research studies conducted with hundreds of shoppers to develop six lessons with important implications for effective signage, shelf configuration, and package design. The first three lessons highlight the challenge of being noticed and engaged with in the store, given the narrow spatial window above and below eye level in which consumers look, the very short amount of time they devote to reading a sign or label even when they notice it, and the low probability that they engage with a communication especially if it is not immediately actionable. The last three lessons provide guidance on how marketers can design packages and labels that are more likely to be noticed, read, and included in the shopper’s consideration set, across different product categories.
VL  - 11
SN  - 978-1-78441-001-8, 978-1-78441-000-1/1548-6435
DO  - 10.1108/S1548-643520140000011002
UR  - https://doi.org/10.1108/S1548-643520140000011002
AU  - Hendrickson Kirk
AU  - Ailawadi Kusum L.
PY  - 2014
Y1  - 2014/01/01
TI  - Six Lessons for In-Store Marketing from Six Years of Mobile Eye-Tracking Research
T2  - Shopper Marketing and the Role of In-Store Marketing
T3  - Review of Marketing Research
PB  - Emerald Group Publishing Limited
SP  - 57
EP  - 74
Y2  - 2024/04/25
ER  -