Hannes Brink, CEO of garden centre Klukkert in Lingen (Germany), has carried out an interesting retail experiment along with a group of students for the purpose of finding ways of improving the presentation of his products. The students followed the routing through his garden centre while wearing eye tracking glasses that recorded the movements of their eyes and visualised them on a computer.
Brink: “Retail traders are paying too little, and unprofessional attention to the presentation of their products. This experiment made it very clear how things can be improved. Eyes remain focused longer on products that are presented along with decorations, and products presented on tables attract more attention than those displayed on shelves.”
Anyone can obtain eye tracking glasses but they are not suitable for everybody. If you’d like to perform this same experiment in your own garden centre, you are advised to use experimental subjects who don’t wear contact lenses.