Paper #90

Breaking the Eye-Level Advantage: An Eye-Tracking Study of Partitioned Retail Shelf Displays

Nourseen Newegy, Mohamed El-Baz, Yousif Allam, Mariam Sarhan, Mohamed Gergawi and Amr Eltawil

Presenting author: Amr Mohamed Bahgat Hassan Eltawil

Session: I08

Abstract

Standard retail shelf configurations impose unequal attention patterns, with eye-level products consistently attracting disproportionate gaze, while items on upper and lower shelves remain perceptually disadvantaged. This study examines whether physical shelf partitioning can reduce this positional bias by assigning each product to a bounded display compartment hence, redistributing fixation behavior uniformly across shelf levels. A controlled laboratory experiment using replica retail shelves and head-mounted eye-tracking compared fixation counts and durations across standard and partitioned configurations of a small home appliance display, while counterbalanced presentation and product rotation were used to isolate structural effects. The standard configuration produced a clear attention hierarchy, with statistically significant differences across shelf levels. In contrast, the partitioned design yielded statistically balanced fixation behavior across levels, with the bottom shelf showing the largest absolute gain. The findings suggest that structural partitioning enhances visual balance through common-region cues, offering practical implications for retail merchandising and shelf-space management.