Researchers at Anglia Ruskin University have identified the ‘hot spots’ for maximising sales from a chiller cabinet.

The university’s PubLAB unit used eye-tracking glasses to record the movements of customers while they chose bottled beer.

The results showed that despite popular belief that the top shelf is the most fruitful position from a sales point of view, choice is actually unevenly distributed. 

However the researchers found that drinkers look at the second from top shelf first and look at it for longer; the second and third shelves account for 55% of visual attention; ime to first “fixation” for the second shelf is 1.75 seconds compared to 6.03 seconds for the bottom shelf and that bottles that command the most visual attention are chosen the most often

Tim Froggett, Senior Lecturer in Marketing at Anglia Ruskin University, said: “There’s been very little research into the ‘shelf liveliness’ of bottle brands in the on trade. Our research shows that visual attention is highly focused on limited areas of the chiller display.

“Brands on the second shelf down are almost twice as likely to be seen as brands on the bottom shelf, and are three times as likely to be chosen. This is important for brand owners and publicans who want to optimise the performance of certain products.”