Understanding the Implicit in Shopper Behaviour: Cutting-Edge In-Store Eye Tracking, Locomotion and Behaviour

The Point of Sale (POS) is becoming an increasingly important touch point. In recent years there has been an increasing demand for methodologies which are capable of looking beyond what consumers are able to tell on the explicit level.

Understanding the Implicit in Shopper Behaviour: Cutting-Edge In-Store Eye Tracking, Locomotion and Behaviour

Sven Diekmann and Michael Schiessleye square, Germany

POINT OF SALE – THE BATTLEGROUND FOR ATTENTION

Since the consumer and media landscape is becoming more and more fragmented and an ever-increasing variety of products are competing to grasp the (precious) attention of the shopper, it seems evident that the most important touch point, the point of sale (POS), is an attention battleground. If we wanted to describe its function in a more metaphoric manner, it could be also called the place of seduction and desire,...

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