Interesting new research shows shoppers never look up when they're in your store. All that money you've spent on ceiling signs is probably wasted.

1. 18/04/2013 New Research Shows Ceiling Signage Ignored by Shoppers
New Research Shows Ceiling Signage Ignored by Shoppers
Sarah Mitchell Print
19 March 2013
New research involving the use of eye-tracking technology has revealed new information about what influences the consumer experience in retail organisations. One of the
most surprising findings was how completely ineffective promotional signs become when you hang them from the ceiling. Despite all the best efforts of retailers to grab the
attention of the shopper, a sign hanging from the ceiling will be completely ignored.
Perception Research Services International (PRS) conducted shopper research using eye tracking technology. This sheds new light on the shopping experience and
finally gives retailers constructive information about the difference between what shoppers ‘say’ and what the actually ‘do’. The study provides interesting insight into what
actually catches the shopper’s attention.
Ceiling signage ineffective
Overwhelmingly, the research shows no one notices sign placement when they’re hanging from the ceiling. Specifically, the Bringing Eye-Tracking to the Store:
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2. 18/04/2013 New Research Shows Ceiling Signage Ignored by Shoppers
Applications, Observations & Insights report stated,
“Across dozens of PRS Mobile Eye-Track ing videos, across countries and multiple stores, we did not see a single shopper look upward to engage with overhead
promotional signage.”
It appears the only time shoppers look up is for store navigation signs. Once they’re in the aisle, shoppers keep their eyes straight ahead or cast slightly down.
What this means for retailers
What this tells us is retailers shouldn’t bother creating promotional signage for the ceiling. Even the most compelling signs are a waste of money and effort because
shoppers never look up to help them make purchasing decisions. If you want to connect with customers through your promotional signage, make sure you place them at
eye level.
Find out more
If you would like further information about improving the customer experience with your promotional signage, feel happy to give SignIQ a call at 1800 SIGNIQ. We'd love to
share more insights into this fascinating topic.
What place do you find the most effective or promotional signage?
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3. 18/04/2013 New Research Shows Ceiling Signage Ignored by Shoppers
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