BOSNET - Eye Level Placement: How Top Brands Boost Product Visibility

In the FMCG industry, eye level placement can play an important role in influencing customer purchasing decisions. With hundreds of products competing for attention, brands need to ensure their products are easy to see and easy to find.

This is why buy level placement has become a common merchandising strategy in modern retail. By placing products at eye level, businesses can increase product visibility, improve brand awareness, and encourage purchase decisions.

Definition of Eye Level Placement

Eye level placement is a merchandising strategy that positions products at the same height as a customer's line of sight to increase product visibility. Products placed at eye level are easier for shoppers to notice as they walk through store aisles and browse shelves.

For adult shoppers, eye level is typically located between 122 and 152 centimeters from the floor. Products displayed within this range are often seen more quickly than those on higher or lower shelves.

Shoppers are also more likely to consider products that are easy to see and access during their shopping journey.

Understanding how customers navigate stores and interact with shelves is important for retailers and FMCG companies. Eye level placement is one of the key merchandising techniques used to increase product exposure and improve in-store visibility.

Benefits of Eye Level Placement for FMCG

Eye level placement offers several advantages for FMCG companies. Since shoppers naturally pay attention to products that are easy to see, placing products at eye level can help brands increase visibility and attract customers' attention in-store.

Simplify the Buying Process
Customers tend to focus on products that are easy to see and reach. When products are displayed at eye level, shoppers can quickly identify options without needing to search through higher or lower shelves.

This is one of the reasons why many retailers use the phrase "eye level is buy level." Products placed within direct view are often easier for customers to notice, evaluate, and consider during their purchase journey.
Encourage Purchase Decisions
Customers often notice and consider products that appear directly within their line of sight. Products displayed at eye level are more likely to be seen first, increasing the likelihood of selection during the shopping process.
Increase Product Visibility
Eye level placement helps products stand out among competing brands displayed in the same category. Because the products are positioned within a shopper's natural field of view, they are easier to notice.

Eye Level Placement Strategies

Applying eye level placement requires more than simply placing products at eye height. Retailers and FMCG companies need to organize shelf space strategically so that products can attract attention and support sales.

Place Priority Products at Eye Level
The eye-level zone, typically around 120 to 160 centimeters above the floor, is one of the most visible areas on a retail shelf.

This location is commonly used for products businesses want to highlight, including new product launches, best-selling items, promotional products, and higher-margin items.
Create a Planogram
A planogram is a visual guide used to determine product placement on shelves, racks, and display areas.

It serves as a blueprint for shelf organization and helps retailers maintain consistent product placement across stores. A well-designed planogram can improve shelf visibility, optimize available space, and support better sales performance.
Group Similar Products Together
Products within the same category should be displayed together to make it easier for shoppers to compare options and find what they need.

Category grouping also helps improve shelf organization and creates a better shopping experience.
Monitor Shelf Execution Regularly
Even the best shelf strategy requires regular monitoring. Product placement can change throughout the day due to customer activity, restocking processes, or store operations.

Regular store audits help ensure products remain in their designated positions and continue receiving the visibility intended in the merchandising plan.
Position Value Products Below Eye Level
The area below eye level placement, generally between 90 and 119 centimeters, is suitable for products with competitive pricing, larger package sizes, and value packs.
Use Upper Shelves for Promotions and Awareness
The area above eye level, typically between 161 and 183 centimeters, can be used for promotional signage, sale information, and lightweight products.

Retailers also use this space to increase awareness of selected products and direct shopper attention toward specific categories or promotional campaigns.
Place Heavy Products on Lower Shelves
The lower section of the shelf, generally between 30 and 89 centimeters from the floor, is often reserved for larger and heavier products, including bottled water, large cans, and family-size packaging.

Products targeting children, such as snacks, cereals, chocolates, and confectionery items, are also frequently placed on lower shelves.

Manage Eye Level Placement with BOSNET Vision

Maintaining eye level placement across multiple stores can be challenging, especially when product positions change due to constant restocking and promotional campaigns.

BOSNET Vision helps businesses monitor product placement and shelf execution using AI-powered image recognition. By analyzing shelf photos, the system can verify whether products are displayed in the designated shelf locations and identify gaps between merchandising plans and actual store execution.