The role of in-store advertising in attracting consumers’ visual attention- Case XXL.

Abstract

The purpose of the study, commissioned by XXL Sports & Outdoor Oy, was to better understand what the customers of XXL look at while visiting their stores. The research questions are based on discussions with XXL management and results of previous research. The study was conducted by using an eye-tracking device that recorded what the customers looked at while inside the store. It turned out that the current set up of in-store advertising used by XXL also was what attracted the vast majority of the customers’ visual attention. Furthermore, it became clear that the customers do not focus as much of their visual attention on the price information as they believe they do. They actually look more on the product information than the price information. If the discount amount is stated in percentage points instead of in euros the visual attention on the price information increases heavily.