Enhancing Retail Performance with Neuromarketing: An Applied Eye-Tracking Study on Private-Label Product Visibility

This study explores the impact of marketing interventions on visual attention to private-label products through a pre/post-experimental design with mobile eye-tracking (VPS19 glasses, 60 Hz) using a combination of quantitative and qualitative methods. Participants in the study attended two shopping sessions, a base line session and a session where they were exposed to information regarding the private-label brand. Velocity threshold algorithms processed eye movement data; interest scores based upon gaze behavior were created, along with synchronized video evaluation. No statistical differences were found in total engagement levels or visit times between conditions; however, there were large changes in spatial interaction patterns. After being exposed to the private-label brand information, visual attention to private-label product zones increased from 14% to 57 %, dwell time increased to 42 % and revisit rates reached 28 %. Therefore, these results clearly demonstrate that informational marketing has a positive effect on increasing both visual attention and engagement with private-label products without decreasing established product zones. These results provide evidence of how informational marketing can positively influence visual engagement with private-label products, assist retailers in making decisions regarding store layouts and communications strategies and provide empirical support for utilizing targeted informational interventions to promote visibility and consumer interest.