Visual merchandising, applying neuromarketing principles, significantly influences consumer perception, attention, and purchase decisions. This study addresses the inefficient use of visual merchandising in retail, exemplified by a case study at a Delicattos store (Embutidos Piggis, Cuenca, Ecuador). Using a descriptive design with eye-tracking technology, the research aimed to optimize product distribution in displays from a neuromarketing perspective to enhance customer experience and sales. The results demonstrate that combining visual merchandising with eye tracking accurately identifies effective display strategies, thereby increasing the influence on consumer purchasing decisions.