Eye Level Is Buy Level? What Shelf Research Really Shows
"Eye level is buy level" is one of the oldest sayings in retail. It’s half right. Research using eye-tracking shows that shelf position strongly affects what shoppers notice, but the link to what they actually buy is more subtle. Knowing the difference helps you decide what goes where on every shelf, stand and wall display in your shop.
Key takeaways
- Shelf position affects what shoppers notice. Its effect on what they choose is smaller than most people think.
- More facings (more packs side by side) get more attention, with diminishing returns.
- Products in the horizontal centre of a display are noticed and chosen more often.
- Shoppers believe top shelves hold premium items and the middle holds popular ones, even when that isn’t true.
- For accessibility, keep frequently used items roughly between 0.75 m and 1.2 m where you can.
What the eye-tracking research shows
In a study published in the Journal of Marketing (Chandon, Hutchinson, Bradlow and Young, 2009), researchers tracked where shoppers looked on supermarket shelves and what they then chose. Three findings matter most for shop owners:
- Facings matter. Doubling the number of facings from 4 to 8 made shoppers notice a brand more (from 60% to 76% of shoppers), and choice rose too. Going from 8 to 12 facings added less.
- Middle shelves get looked at more, but that extra attention did not significantly change what people chose.
- Top versus bottom made a small difference to attention and no significant difference to choice.
So eye level is where shoppers look. It’s a great place to introduce something new or to tell a story. But a product people already want will still sell from a lower shelf.
Noticed slightly more than the bottom in one study. Shoppers often assume top-shelf items are premium. Hard to reach for many people.
Gets the most attention. Use it to launch, feature and tell a story, but attention alone doesn’t guarantee the sale.
Easy to reach for most people, including many wheelchair users. Good for fast sellers and everyday lines.
Heavy, bulky and refill stock. Children’s products where you want children to see them.
The centre of the display wins
A study in the Journal of Consumer Research (Atalay, Bodur and Rasolofoarison, 2012), titled "Shining in the Center", found that products in the horizontal centre of a display got more visual attention and were chosen more often. Just before deciding, shoppers’ eyes kept returning to the centre option. The Chandon study found the same: the centre of the shelf beat the ends.
What to do: put the product you most want to sell in the middle of the display, not at the end of the row.
What shoppers believe about shelf position
Researchers Valenzuela and Raghubir found that shoppers hold firm beliefs about shelf layouts: expensive items go on top, popular items in the middle and promotions at the ends. Those beliefs shape choices even when the shop isn’t laid out that way. A premium gift range on the top shelf and your best-seller in the centre at eye level works with what customers already expect.
Location beats extra stock
Field experiments in supermarkets (Drèze, Hoch and Purk, Journal of Retailing, 1994) found that where a product sat on the shelf had a large effect on sales, while adding extra facings beyond what was needed to avoid running out had much less effect. Reorganising shelves improved sales and profit by a few percent. Small gains, but they add up across a whole shop.
Shelves everyone can reach
Ireland’s National Disability Authority guidance, Building for Everyone, gives recommended shelf heights. For frequently used items it suggests about 650–1000 mm for a wheelchair user approaching from the front, and 750–1500 mm for a standing person. It also recommends stocking the same item on more than one shelf height, keeping clothes rails at 1370 mm or lower and avoiding free-standing displays in aisles. That fits neatly with good merchandising: your fast sellers belong at hand height anyway. See also our accessibility guide for webshops.
| Approach | Frequently used items | Less often used items |
|---|---|---|
| Wheelchair user, from the front | 650–1000 mm | 650–1150 mm |
| Wheelchair user, from the side | 665–1060 mm | 630–1170 mm |
| Standing | 750–1500 mm | 700–1625 mm |
Source: National Disability Authority, Building for Everyone, Booklet 6.
A simple shelf checklist
- Best-seller or hero product: centre, eye level, with enough facings.
- New lines: eye level for the first few weeks, so people notice them.
- Everyday fast sellers: hand height, easy to grab.
- Premium and gift items: top or upper shelf, well lit.
- Heavy, bulky and refill stock: low shelves.
- Repeat key items on two heights so everyone can reach them.
Need shelving at the right heights for your range? Ask us. Read next: The Shop Floor Map and where to place a floor stand.
FAQ
Is "eye level is buy level" true?
Partly. Eye level gets the most attention, but research found it doesn’t always change what people choose. Use eye level to get noticed, and the centre of the display to get chosen.
How many facings should my best-seller have?
Enough to be noticed and never run out. In one study, going from 4 to 8 facings raised attention a lot. Going beyond that added less.
Where should children’s products go?
Lower, where children can see them, but keep safety in mind and never place small or fragile items where little hands can pull them down.
What shelf height suits wheelchair users?
Ireland’s Building for Everyone guidance suggests about 650–1000 mm for frequently used items when approached from the front.
Sources
- Chandon, Hutchinson, Bradlow & Young: eye-tracking and shelf position (INSEAD working paper)
- Atalay, Bodur & Rasolofoarison (2012): Shining in the Center
- Valenzuela & Raghubir (2009): the centre-stage effect
- Valenzuela, Raghubir & Mitakakis (2013): shelf space schemas
- Drèze, Hoch & Purk (1994): shelf management experiments
- National Disability Authority: Building for Everyone
This guide is general information for Irish retailers, not professional advice. Research findings come from specific stores and may not apply to every shop.