Evaluation of Store Layout Using Eye Tracking Data in Fashion Brand Store

  • Naoya Saijo
  • Taiki Tosu
  • Kei Morimura
  • Kohei Otake
  • Takashi Namatame
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 10913)


In this study, we conducted purchasing simulation experiment using eye tracking device in fashion brand store. Using the gaze measurement data obtained through experiments, we conducted several analyses to evaluate the store layout. Firstly, we divided the inside of the store into several areas. We tried to identify the areas that can become areas that are easily visible (Golden Zone) by performing multiple comparison on visual time for each area. Through the result, we identify the area that could be Golden Zone. In addition, it became clarifying that the characteristics of the areas which can become Golden Zone. Secondly, we tried to clarify that relationship between good impression item and visual time. It is clarified that there had a positive correlation between “Purchasing time” and “The number of item held in hand.” Moreover, “Purchasing time” and “The number of good impression item” also had a positive correlation. From the results, we proposed improvement plans for better store layout.


Eye tracking Gaze measurement Purchasing behavior Store layout Shelf arrangement Fashion brand store 



We are deeply grateful the target store for this study, employees of this store and participants of this experiment for providing experimental opportunity and useful comments.


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Naoya Saijo
    • 1
  • Taiki Tosu
    • 2
  • Kei Morimura
    • 2
  • Kohei Otake
    • 3
  • Takashi Namatame
    • 2
  1. 1.Graduate School of Science and EngineeringChuo UniversityTokyoJapan
  2. 2.Faculty of Science and EngineeringChuo UniversityTokyoJapan
  3. 3.School of Information and Telecommunication EngineeringTokai UniversityTokyoJapan

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