Shopping secrets revealed - 13 WTHR Indianapolis

With the holiday shopping season upon us, retailers are working harder than ever to earn our business, even when we think we're immune to the constant barrage of "limited time only" or "final clearance."

Cindi Iervonte said those things don't sway her into making an impulse buy.

"I make my list, know what I want, get it and leave," she said, but she may also be surprised at the subtle and not-so-subtle things retailers do to boost sales.

Eyewitness News enlisted help from the IU Kelley School of Business to see what happens behind the scenes.

Dr. Raymond Burke heads the Customer Interface Lab. He's nationally known for his studies on the science of shopping.

"What we're trying to do is convert consumer demand into purchase," said Burke.

Burke uses uses all sorts of tools in his lab, virtual and otherwise, to understand what makes us pick one product over another or spend more than we planned. I geared up for a "field study."

One of Burke's colleague's fitted me with a funky pair of $50,000 glasses that record video and track eye movement.

"What what we're able to measure is what draws attention and what engages the shopper," Burke said.

The Lab's John Talbott joined me as we headed into the Bloomington Best Buy. Talbott says successful retailers like Best Buy design their layout with "shopability" in mind.

He points to the flooring as we enter. It looks like a raceway, with a yellow border and guides customers in a semi-circle around the store.

"The idea is they want you to move around and notice how there are products on either side," Talbott says. " It really maximizes the floor space."

The shelves are tiered allowing shoppers to see the products beyond and lighting varies depending on the department. It's dim in the area where the televisions are on display.

"There's a lower level of light, maybe like your living room. I think it's by design," he said.

He also references the music playing in the background, noting it's about creating "entertainment."

Nothing is randomly placed. The washers, dryers and other appliances are in the back corner of the store.

"Obviously this is a destination purchase so it's intentionally at the back," said Talbott.

Meaning you pass by other things you may need or simply want. So what caught my eye? Apparently everything. The point-of-view recording of my shopping excursion showed red dots darting here and there. Those red dots represent my focal points. I was trying to take it all in, especially in electronics.

Talbott says having a wide assortment of products is important when drawing customers.

"Just the perception you have, like, 'Wow, this is electronics!' There's a lot of variety. It tells customers you can get what you want here," he said.

I also zero in on the price tags.

"Notice they're in yellow?" Talbott asked. "It has to do with eye sensitivity. If you look at signs for retail, the colors we perceive are red and yellow."

He says retailers want you to linger. The game area, for instance, is all hands-on and aimed at mothers shopping with their young children.

"So when the kids come here, they notice they can play games. Best Buy has done a great job of creating an entertainment venue where kids can come in and play," he said.

When you get to the check-out you're probably not done shopping. As you wind through the line, you have the chance to pick up a soda, a last-minute gift card or perhaps batteries for all those toys stacked in your cart.

Back at the lab, Burke says the things Best Buy does to grab a shopper's attention are no different than other retailers. It's all about keeping us engaged and happy.

"Walt Disney once said people spend more when they're having fun and it's true. If you're enjoying your shopping experience you will stay longer and spend more money," he said.

Even if you know that - chances are you'll still buy more than you need, which Burke says, is good for the economy.