IESEG SCHOOL OF MANAGEMENT – MASTER 2017 Thi Duc Hanh NGUYEN Hoang Quan NGUYEN Traci Thi-Ngoc-Thao TRANG In this paper, we applied science research about human visual to a pharmacy retailer. Outline •Introduction •Analyze focused behavior •Recommendation

1. IESEG SCHOOL OF MANAGEMENT – MASTER 2017
Thi Duc Hanh NGUYEN
Hoang Quan NGUYEN
Traci Thi-Ngoc-Thao TRANG
Consumer Behavior
VISUAL ATTENTION
ParaPharmacie
du RER
La Défense

2. Outline
•Introduction
•Analyze focused behavior
•Recommendation

3. Introduction
Product: cosmetics, drugs
Customer profile: mostly
Women
How products are displayed:
• Arrays of shelves
• Gondola end (end – cap)
• Promotion areas

4. Focused behavior
Shoppers typically view
only a small portion of
display areas
The Incredibly Shrinking (In-Store) "Audience“
February 24, 2014
Herb Sorensen, Ph.D., Shopper Scientist LLC
Analyze focused behavior

5. Consumer Behavior
Observation
Decode what
consumer do
Understand why
Actions to
improve
influence• Observed
consumers tended
to choose products
from the center of
the displays.
• Observed
consumers tended
to choose products
displayed from
shelves at their eye
level and a bit
lower
• Horizontal
centrality
tendency
• Vertical eye
level
• (1) increase
sales,
• (2)
consumers
leaving shop
with
satisfaction
• Products are
more likely
to be added
to a
consumers’
consideratio
n if they are
set in case
they get in-
store visual
attention
(Chandon et
al., 2006)
Flow of Findings
Outcomes
Analyze focused behavior

6. • Consumers consider products that are
placed in the center of a shelf as the most
popular ones (1)
• Horizontal centrality is linked to visual
attention (i.e., eyes resting upon an object)
(2)
• Consumers scan shelves from left to right,
• Exact point of focus of the eye: small
fraction of the full field of vision (2-5o over
110o)) – better for text
Horizontal Placement
Analyze focused behavior

7. Left to right eyes movement

8. Analyze focused behavior
Vertical Eye level

9. Stretch level (above 1.8m)
Receive little attention
Takes physical effort on the shopper to look up
the top of the shelves.
Eye level (1.2–1.6m)
SELLS BEST (FOR ADULTS).
35% greater attention
Touch level (0.9m — 1.2m)
"We naturally look lower than eye level,”
"Somewhere between waist and chest level. 
good to draw attention.
Stoop level (below 0.9m)
Not within the shoppers’ field of vision
Vertical Eye level
Analyze focused behavior

10. • When first glance at a shelf fixture, shoppers tend to focus on the center of the shelf display.
• If they pause to shop from the set of displayed items, their visual attention expands outward as they scan
the shelves

11. • If shoppers are not engaged in the category, they may only look at a few products on the
middle shelves.

12. Eye Level

13. Eye Level

14. Recommendation

15. Recommendation

16. Consider to focus product and
promotion label on suitable high
level
Recommendation
Good practice

17. 1
2
3
4
5
6
7
8
9
10
11
Suitable high for
suitable product
• Normal size
level: focus
product +
promotion
• Lower level: low
margin product
+ High volume

18. Recommendation
Real measurement !

19. The shelfThe shelf
1.25m
Optimize the size of “Category
shelf” in visual field: in the near
peripheral field (around 72cm)
Improve text attraction in
5.5*5.5 cm2
2.68m
2-5o
Recommendation
72cm

21. THE END
ParaPharmacie
du RER
La Défense
Li YAN
Thi Duc Hanh NGUYEN
Hoang Quan NGUYEN
Traci Thi-Ngoc-Thao TRANG