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A lot can happen in less than three seconds. In the crowded craft beer aisle, that’s all the time a packaged beer has to catch a shopper’s eye. A study from Accelerated Marketing Insights by Quad used Tobii 3 eye-tracking technology to explore exactly what drives purchase behavior — and how design plays a starring role. Conducted last fall at Ray’s Wine & Spirits in Wauwatosa, WI, the study tracked 61 participants as they browsed 474 beers across 124 brands. The choice of location was intentional — just outside Milwaukee, a city steeped in brewing history and still deeply tied to beer culture. The study found that packaging design was the third most important consideration for choosing a beer, after flavor and price. In fact, 72% of participants said the packaging made them more likely to buy a beer. That’s not surprising to Shannon Anderson, director of research, Accelerated Marketing Insights by Quad. “Craft beer buyers come in to browse. They’re curious and open to trying something new. That makes visibility and shelf presence critical. If your can doesn’t get noticed, it doesn’t get purchased.”

Harris Poll research commissioned by Quad points to the importance of blending physical and digital in retail: Eighty-six percent of Gen Z and Millennials say touching and feeling products is essential to their purchase decisions, and 84% value brands that blend technology with physical experiences. With more than 80 percent of retail purchases happening in brick-and-mortar locations1, the in-store experience is still where buying decisions are made. Quad experts will share unique insights on these and other trends at the annual retail and e-commerce conference, whose theme is “Retail in the Age of AI .”