To cope with the complexity of modern retail stores and personal time constraints, shoppers must be selective in processing information. During a typical shopping trip, they visit only a fraction of a store’s departments and categories, examine a small subset of the available products, and often make selections in just a few seconds. New research techniques can help marketers understand how customers allocate their attention and assess the impact of in-store factors on shopper behavior. This chapter summarizes studies using observational research, virtual reality simulations, and eye tracking to identify the drivers of shopper attention, product engagement, and purchase conversion. These include shopper goals; product assortment, package appearance, price, and merchandising; shelf space allocation, organization, and adjacencies; and salesperson interaction. The research reveals that small changes in a product’s appearance and presentation can have a powerful impact on consideration and choice.
Burke, R.R. and Leykin, A. (2014), "Identifying the Drivers of Shopper Attention, Engagement, and Purchase", Shopper Marketing and the Role of In-Store Marketing (Review of Marketing Research, Vol. 11), Emerald Group Publishing Limited, Bingley, pp. 147-187. https://doi.org/10.1108/S1548-643520140000011006
Emerald Group Publishing Limited
Copyright © 2014 Emerald Group Publishing Limited