Tactics shown with motion eye-tracking technology
15 April 2014
We fitted two shoppers with eye-tracking technology
to help us unlock the tactics that
supermarkets use to get you to spend
more.
The technology recorded shoppers' eye movements,
enabling us and a panel of experts to analyse the video footage to find
out what elements of supermarket design and layout affect shopping
habits. Our video below shows how five key tactics affected what our
shoppers chose to put in their trolleys, including the influence of
shelf layout, store layout, special offers and even the colours that
supermarkets use.
Video: supermarket shopping psychology
It's
not always possible to know what's a deliberate tactic on behalf of the
supermarkets. However, in all the supermarkets our undercover shoppers
bought products that weren’t on their lists – sometimes buying almost
twice as many products as they planned.
Which? members can read
the full article 'How supermarkets get you to spend more' in the May
2014 issue of Which? magazine. If you're not a member you can sign up for a trial for a £1 to get instant access to all our investigations and reviews.
Supermarket store layout
As
well as the tactics uncovered in the video above we also found multiple
other ways that the supermarkets get you to chose one product over
another. Here are three more ways that supermarkets influence you with
store layout:
1. The initial ‘decompression
zone’, at the front of the supermarket, has much less in it. It takes
the average shopper about 10 steps to adapt to the store’s environment
and slow their pace to ‘shopping speed’. The slower you move, the more
you are likely to buy.
2. Products that are
bought together are often on the shelf together to encourage you to buy
all of them – whether that’s a meal deal or gin and tonic.
3.
Supermarkets sometimes make aisles wider than is really necessary. The
theory is that the less you have to navigate tightly packed areas, the
more of your peripheral vision is available to be distracted by the
products you pass.
How we carried out our supermarket research
We
used motion-eye tracking technology to record a visit to Asda,
Morrisons, Sainsbury’s and Tesco. We used two shoppers, who visited two
of the supermarkets each to carry out a mid-week shop. The results were
analysed by three experts from Bournemouth University: Lesley Laver,
demonstrator in psychology; Dr Jeff Bray, senior lecturer in retail
consumer behaviour and Dr Charles McIntyre, senior lecturer in retail
marketing.
source
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