How can the shelf experience of magazines be improved?

How does the consumer makes a decision in front of the magazine shelf? What opportunities are there to make the shelf experience more user-friendly and attractive?

To answer these questions, Unravel Research conducted two studies. First, we mapped out the customer's viewing patterns by using remote Eye Tracking glasses in a bookstore and supermarket. It gave insights to make the magazine shelf more catchy, calmer and more attractive.

To test the effectiveness of these optimization ideas, we returned to our comfortable lab (which is build in a livingroom setting) in the second study. We tested a large number of shelf variations using EEG, in order to collect brain activity. This allowed us to determine which shelf design, signage and promotional messages are most effective.

What makes the customer reach for that one magazine?

As the market leader in distribution and trade marketing of magazines, comic books, novels and puzzles, Aldipress is constantly looking for new insights into the customer's choice process.

First of all, they were specifically interested in the shelf layout.

• What are the consumer’s viewing patterns on the shelf and which shelf layouts receive a lot or little attention?
• Which magazines, for example, are seen first and in which direction are magazine categories best placed?
• Are the shelves easily processed in the brain or can optimization still take place here?
• Aldipress is also interested in the differences in shelf experience between men and women.

Read more about the influence of the different insights!