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Now more than ever, marketers must focus their attention on in-store marketing and brand visibility. A 2012 study conducted by Point of Purchase Advertising International (POPAI) found that 76 percent of all purchase decisions are made in-store – a significant increase from the organization’s 1995 study, which placed this figure at 70 percent. The study also found that visual cues such as product packaging, displays and point-of-purchase marketing materials are among the most important factors in the shopper decision-making process. Traditionally studied using shopper recall, these visibility factors are now being examined by many marketers through eye-tracking technology, which provides an objective assessment of where shoppers are placing their visual attention.

Eye-tracking research has proven to be of great value to marketers in that It has allowed them to gauge the visual attention given to their products and displays and has aided in improving their visual marketing efforts. But two of their most common questions have remained unanswered: 1) What is the impact on sales of the visual attention given their brand(s)? and 2) Does directly measuring visual attention provide any information above and beyond that of shopper recall? To investigate these questions, we first reviewed the relevant academic literature. Read the entire study that was published in Quirks.

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