New study: Shoppersmiss 99.7% of the range in the supermarket

Shoppers are spending less and less time in grocery stores and looking for more and more inspiration. This is according to the results of the world’s largest in store behaviour study carried out by Retail Academics on behalf of DLF, Sweden.
Using eye tracking glasses which film and follow the eye’s movements in detail, Retail Academics has coded shoppers’ behaviour in stores.
The results show that consumers are spending less and less time in grocery stores – just 7.5 minutes in a supermarket, some 2.5 minutes or 25% less time than in 2017.
The study also shows that in a hypermarket with 30,000 items, the shopper pays attention to only 76 unique items. This means that they are effectively ignoring 99.7 percent of the store’s total range. Of these 76 items, in the end only 14 are bought on average – down two items compared with 2017.
Consumers are extremely habit-driven and have a perceptual filter when walking through the store. All the store’s brand suppliers should take this into account in order to be able to sell their products effectively.
One way to break the customer’s autopilot mode is by providing inspiration, which in the shopper’s eye is something very much lacking at present, despite the fact that products offering some form of inspiration sell almost twice as well, the study claims.