Dividends of Feeding Shoppers' Curiosity
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description
Explores the benefits of curiosity to shoppers and marketers.
Transcript of Dividends of Feeding Shoppers' Curiosity
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Curious
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Eyescream & Friends (Shaved Gelato), Barcelona
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Will it Blend?
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Blentec’s Will it Blend?
h0ps://www.youtube.com/watch?v=lAl28d6tbko
8 Funny Videos in 8 Days Earned Weird Al His First No. 1 Album
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h0p://mashable.com/2014/07/23/weird-‐al-‐yankovic-‐mandatory-‐fun-‐album-‐billbaord/
Why Curiosity
• Curiosity a unique idea – Bridges the emoMonal and the raMonal – Does it come from inside or outside us – Begins as an urge, can become a quest – It can be unbridled or highly focused
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What is Curiosity
• CogniMve science suggests that curiosity serves as sMmulus for learning, pursuit of the unknown.
• Curiosity is the gap between what we know, and what we want to know.
• Curiosity may also be the gap between what we know and what we wish to be true!
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What is Curiosity
• Curiosity is one of the most basic biological drives in humans, and is a big driver of learning and discovery.
• Curiosity compels us to do things beyond the funcMonal need level. It moves us up a level or two on Maslow’s Hierarchy. Turns us into explorers, discoverers.
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We’re Born with it!
• The beauty of curiosity is that we are not born with a fixed amount.
• Between ages 2-‐5, children ask about
explanatory quesMons 40,000*.
9 Source: Paul Harris, TrusMng What You’re Told: How Children Learn from Others. Cambridge, MA, Harvard University Press, 2012.
Curiosity Piqued & Rewarded
• Shoppers spend more Mme and effort when they were more curious.
• Curiosity acMvates reward circuitry in the brain (caudate nucleus traffics in dopamine).
• Memory is enhanced for curious, surprising new informaMon.
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Curiosity’s Dividends
• Curiosity represents both a huge opportunity and responsibility for marketers. – Opportunity: curiosity serves as a sMmulus for learning. It can be designed to address shopper needs.
– Responsibility: Once piqued, curiosity should be rewarded. Piqued curiosity without reward is like unrequited love, like a joke without the punch line!
• CompleMng the curiosity equaMon helps built the relaMonship between the shopper and brand.
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Why Curiosity
• Curiosity is a good way to get into the shopper’s consideraMon set
• Knowing what ma0ers to shoppers of a specific category is a hallmark of successful piquing of curiosity.
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Packaging that Piques Curiosity
Curiosity: Calling AUenVon, without ShouVng Publix
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The Snack ArVst: Backstory Piques Curiosity
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Curiosity: What Does it Do? Scrubbing Technology
17 Source: h0p://perimeterbp.wordpress.com/
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Curiosity Addressing a Need
Piquing Curiosity with What’s Hot: Protein
Arla Foods Targets Men with Protein
Source: Category Insight: Dairy Drinks, Mintel GNPD, 2013. Category Insight: Yogurt, Mintel GNPD, 2013
Powerful Greek Yogurt for Men
Curiosity: Guiltless Indulgence
UK: Müller Light’s range of indulgent dessert yogurts with only 99 calories--Frivolous Fudge Dessert, Wickedly White Chocolate.
UK: Marks & Spencer’s Guilt Free Indulgence range in the dessert aisle.
Mini Chocolate & Banana Mousse, layered with chocolate crumbs &
drops, just 135 calories.
US: The Yoplait Light products with 40% less calories than other low fat products, has embraced indulgent flavors-- Pumpkin Pie Fat Free Yogurt.
US: Dannon’s range of dessert-inspired flavors for its Greek yogurt brand Oikos--lemon meringue & apple pie.
Germany: Müller Mini Venetian Cream & Coffee Biscuit Gourmet Yogurt is made with dessert-inspired ingredients--liqueur cream, biscuit pieces.
UK: Asda’s dessert-style yogurts multi-packs--strawberry roly poly custard & sticky toffee pudding custard yogurts.
Source: Mintel GNPD, 2014.
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Curiosity of Possibility: CreaVng DesVnaVon
Curiosity: Category Authority Cu\ng Back on EaVng Out
Waitrose, Swindon, UK
NaFons Fresh Foods, Toronto, Canada
Curiosity of Possibility Extending the DesVnaVon Appeal of Deli
ICA, Stockholm
Curiosity: AUracVng Foo^all to Aisles Konzum, Belgrade, Serbia
In Serbia P&G, with Konzum, created a great, eye-‐catching fixture to spotlight its Ariel brand. The soluVon creates
interest within a category where shoppers do not devote a great deal of Vme.
Curiosity Rewarded Coop, Stockholm, Sweden
Top up shops, to the lee (Mellanhandla) Larger shops, straight ahead (Storhandla) Tiny shops (Py.ehandla).
Source: IGD Research
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PromoVons: Using Curiosity to get Shoppers take AcVon
Emart Sunny Sales
27 h0p://theinspiraMonroom.com/daily/2012/emart-‐sunny-‐sale/
Emart Flying Store
28 h0ps://www.youtube.com/watch?v=qHGejSWTmvw
Rewards of Curiosity
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Takeaway
• Curiosity represents a huge opportunity for marketers to engage shoppers. It is a step beyond disrupMon; way to engage with shoppers aeer you’ve piqued their curiosity. – Opportunity: sMmulus for learning; pique interest by addressing shopper needs!
– ObligaVon: once piqued, reward shoppers curiosity. • CompleMng the curiosity equaMon creates dividends.
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Curiosity Dividends Short-‐term • Shoppers—smile for the mind, rethink a category, bridge gap to new soluMon, etc.
• Marketers/Retailers—get in consideraMon set, shopping cart
Long-‐term • Shopper—fuel future curiosity, other products/departments.
• Marketers/Retailers—create empathy (You get me); shopper advocate.
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Takeaways • CogniMve science suggests that curiosity serves as sMmulus for learning,
pursuit of the unknown. If shoppers are curious, they will expend more effort and are more likely to remember the experience.
• Because curiosity is a very good way to break into consideraMon set, empathy with shoppers is criMcal. Knowing what ma0ers to shoppers of a specific category, brand or retailer appears to be one of the hallmarks of the successful piquing of curiosity.
• While curiosity piqued is in many instances is its own reward, shoppers feel be0er toward brands that are the object of their curiosity! Curiosity represents a way for marketers to create more posiMve experiences with a brand.
• Rewarding curiosity with a soluMon, a way to a future state, curiosity can help establish new habits, rouMnes and consumpMon occasions. As such, curiosity serves to help shoppers break away from rouMne purchase/consumpMon habits.
• The reward then may be bridging between what is and what shoppers want to be.
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