Shoppers struggle to find the category
Store layout, sightlines and category cues do not match how customers expect to navigate the space.
In-store research
Retail & Shopper Behaviour
See what shoppers notice, miss and struggle to find.
FabUX uses observational research and eye-tracking glasses to understand how customers navigate stores, scan shelves, read signage, compare products and make decisions in context.
The value is not simply measuring attention. FabUX connects what people look at with their task, surroundings, behaviour and decisions.
What shoppers see only matters when it changes what they understand and do.
Who this is for
For teams responsible for real-world retail decisions.
- Retailers and in-store experience teams
- Category, merchandising and shopper marketing teams
- Brands reviewing packaging and shelf visibility
- Teams responsible for signage, promotions and point-of-sale materials
- Organisations improving self-service and checkout experiences
Typical problems
Where retail environments make decisions harder.
Products disappear on the shelf
Packaging, placement and surrounding competition prevent important products from being noticed.
Promotions create uncertainty
Pricing, offers and point-of-sale materials compete for attention or make the value difficult to understand.
Merchandising does not support comparison
Range, grouping and shelf communication make it costly for shoppers to distinguish their options.
Self-service breaks the journey
Kiosks, scanners and checkouts introduce hesitation when instructions, feedback or recovery routes are unclear.
Research loses the context
Reported preferences and isolated attention measures miss the task, environment and behaviour shaping the decision.
What we look at
The whole decision environment, not an isolated fixture.
Navigation & wayfinding
How shoppers orient themselves, choose routes and recover when products or departments are difficult to find.
Product & category discovery
What helps customers notice a category, enter the range and identify relevant options.
Shelving & merchandising
How placement, grouping, adjacencies and visual competition shape browsing and comparison.
Packaging visibility
Whether packs communicate identity, difference and decision-critical information in the reality of the shelf.
Pricing & promotion
How shoppers find, interpret and trust prices, offers and point-of-sale communication.
Self-service & checkout
Where interfaces, instructions and physical interactions create delay, uncertainty or abandonment.
Readability & accessibility
How distance, contrast, language, type and placement affect who can use retail information confidently.
Attention in context
What shoppers look at, what they are trying to achieve and how attention changes their next action.
How FabUX approaches it
Observe natural behaviour where decisions happen.
FabUX studies shoppers in live retail environments, accounting for their task, route, time pressure, companions and the competing demands of the store.
Natural observation shows how people move, hesitate, search and choose. Eye-tracking glasses can add evidence about attention from the shopper’s point of view without treating a fixation as an explanation by itself.
Findings connect what people looked at with what they were trying to do, what surrounded them, how they behaved and why the experience changed their decision.
What you get
Evidence for clearer stores and more confident choices.
- Findings across navigation, discovery, comparison and checkout
- Evidence of missed products, information and decision cues
- Analysis connecting attention with shopper tasks and behaviour
- Prioritised recommendations for merchandising, packaging, signage and interaction
- Practical guidance for improving live and planned retail environments
Related services
Continue the investigation.
In-store decisions connect with product understanding, spatial navigation, readable communication and evidence about attention in context.
- Ecommerce & Product Journeys
Help people understand products, compare options and buy with greater confidence.
- Wayfinding & Spatial Journeys
Find where visitors hesitate, lose confidence or miss what matters as they move through environments.
- Interpretation & Exhibition Readability
Understand what visitors read, skip, misunderstand and remember across interpretive experiences.
- Eye Tracking & Retrospective Recall
Connect visible behaviour with what people were trying to do, notice, understand and decide.
See the store through the shopper’s decisions.
Find where customers lose their way, miss products or struggle to turn retail information into a confident choice.