No, you don’t actually go blind. But Bloomberg reports that recent studies show that as we check our phones in-store, all of those colorful attention-getters that we design are being glossed over:
These days, consumers are more likely to send a quick text and check their Facebook feed than to read a magazine or develop a momentary craving for the gum or candy on display. That has spurred companies such as Hearst Corp. and the Coca-Cola Co. (KO) to reconsider how they showcase their wares in supermarkets.
For years, publishers could count on bored shoppers waiting in the checkout line to pick up a magazine.
Hearst, which sells 15 percent of its U.S. magazines at retailers, is adding cardboard displays in places other than the checkout line.
“We avoid the dreaded cell phone at checkout,” said John Loughlin, general manager of Hearst’s magazine unit, which includes titles such as Cosmopolitan, Seventeen and Esquire. “Magazines are an impulse purchase, so we have more than one opportunity to capture the consumer’s attention.”
The problem has worsened in the past 18 months, as more than half of all Americans now carry smartphones, Loughlin said.