Family Mart, the Japanese convenience store chain, runs Family Mart Vision: three digital screens above the checkout that mix advertising, entertainment and product highlights. Surveys and AI camera analysis suggested some layouts performed better than others. Gate One Inc. used eye tracking to find out why.
The study
- 98 participants, men and women from their 20s to their 50s, over two days.
- Tobii Pro Glasses 3 wearable eye trackers, worn in a real store setting.
- 12 creative displays across four layouts: one video spanning all three screens, a still image flanked by videos, stills on every screen, and the same video repeated.
What they found
The centre screen attracts the most attention, especially when it moves. Shoppers typically start in the middle, scan all three screens, move towards movement and settle on the most engaging content. That gives creative teams a clear rule for where to put the message.
Gate One plans to combine gaze data with its purchase-intent research and AI camera analysis, and to follow shoppers’ gaze from the screens to the shelves. As Yuki Kimura of Gate One put it, the eye tracking survey “gave us hard data on what works and what doesn’t”.
From Consort XPR: Retail and shopper studies like this are a core use of our mobile lab. We can run them in your stores, malls or a mock-up, with Tobii Pro Glasses 3 or Glasses X.
Adapted from Eye Tracking Used to Enhance Retail Media Effectiveness, published by Tobii (Tobii customer story). Content and images used with permission.
