Interaction vs. distraction: how to engage shoppers on the shopping journey
31 March 2026What drives effective interaction with shoppers in store?
Earlier this year, as part of our ShopperVista research programme, we conducted eye-tracking research using TobiiPro eye-tracking glasses. In three major retailers, we analysed shopper behaviour to understand what captures attention before and during their shopping missions.
Across Tesco, Aldi and Co-op, we analysed shoppers’ eye movements to establish where in the store they were looking, what caught their eye, what held their attention and what distracted them.
Gondola ends drive the most interaction in-store outside of the aisle
Gondola ends remain the key location for offers, with half of shoppers expecting deals there. Despite HFSS changes in 2022 gondola ends are just as effective. As HFSS legislation continues to evolve, more space is likely to open up as additional categories become ineligible, creating a valuable opportunity for other categories to strengthen visibility, and benefit from one of the most influential locations in‑store.
Big ticket purchases like laundry can increase interaction as shoppers seek deals
When shoppers don’t have a go-to product, the time spent choosing a product rises. This is especially true when the product is a higher priced item relative to the other items in their basket. Shoppers need to balance enjoyment with speed. With no clear go‑to choice, they can spend time comparing prices, brands and pack sizes, increasing dwell time and risking decision‑making fatigue that affects the rest of the shop.
Shoppers get distracted by their pre-planned lists
Shoppers spend much of their shop looking down, double checking their lists as they work through the aisles. Whilst heads are down, there is no acknowledgement of the products in the surrounding area meaning influence becomes harder to achieve. This highlights the need to either bring influence earlier into the pre-shop phase to ensure the purchase is guaranteed and is not reliant on in-store influence alone.
What next?
The growing presence of retail media will no doubt impact the shopping experience. In 2026, against a backdrop of persistent volume challenges, increasing price competition and shoppers’ tight budgets, strategically connecting with shoppers has never been more important. ShopperVista will be exploring the influence of retail media on shoppers in an upcoming deep dive.
ShopperVista subscribers can access the full report on the shopper journey.
If you’re interested in joining our ShopperVista programme, get in touch.