Eye-tracking: Understanding the WHY behind shopping behavior

Abstract

This paper discusses a mixed method study in which we combine eye-tracking with semi-structured in-depth interviews, conducted at two similar stores of a retailer in the cosmetics sector. With this study the retailer wanted to investigate, on the one hand, how customers navigate and move around the store and, on the other hand, what they think of the design and experience of the two stores. Through this qualitative research method, you get a very rich set of information that mainly provides insights into the "why" behind shopping behavior. The results concerning shopping behavior indicate that in this store customers mainly navigate at eye level through product recognition. On the evaluation of the shopping experience, customers fairly unanimously recognize which elements are positive and which are more likely to be disruptive in a store design.