Nudging Shoppers on the Path to Purchase
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Transcript of Nudging Shoppers on the Path to Purchase
Shopper Insights: Using neuroscience to understand
shopper behaviour
Presenter:
Dr Shane G Moon
Stock photos sourced from Google & Getty images
“Men ought to know that from the brain, and from the brain only, arise our pleasures, joys, laughter and jests, as well as our sorrows, pains, grief's and tears. Through it, in particular, we think, see, hear and distinguish the ugly from the beautiful, the bad from the good, the pleasant from the unpleasant” - Hippocrates, 5th Century, BC
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Looking inside to
understand how we decide
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BEHAVIOUR
IS
ACTIVE
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BEHAVIOUR
IS
ACTIVE
80 %
to predict BEHAVIOUR from INTENTION
failure
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WE CAN ONLY NUDGE
CUSTOMERS ALONG THE
PATH TO PURCHASE
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BUT FIRST ACCEPT THAT
MARKETING IS NO LONGER THIS
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IT IS NOW THIS
TV
ONLINE
SHELF IN STORE
MOBILE
OUTDOOR
EXPERIENCE PRODUCT
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AND MEDIA CONSUMPTION
IS DIFFERENT IN EACH
CHANNEL
So advertisers
must respond
to the viewers
mindset
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Advertising for an ACTIVE MODE
needs to be SIMPLE and
STAND OUT
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So an EMOTIONAL response
is simply “called up” outside
deliberate conscious
processing
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STANDING OUT FROM
THE NOISE
DESIGN TO HIT THE
PRIMEVAL
RESPONSES
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WE HAVE BEEN
MAKING DECISIONS A
LONG TIME
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BUT IN THE PAST WE
HAD BUT A FEW
DECISIONS TO SURVIVE
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SO DECISIONS WERE
FAST AND EASY
OLD BRAIN
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BUT THE BRAIN
DEVELOPED A SWITCH
NEW BRAIN
Emotions Decisions
ADVERTISING THAT AVOIDS
THE SWITCH DRIVES
DECISIONS THAT ARE:
Primal
Unconscious
Fast
Effortless
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AND STORY IS
CRITICAL TO BRING IT
TOGETHER
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NOVELTY
“If we had relied on traditional testing for VW's ‘The Force’ ad we may have not run it. Your neuro engagement score proved we were sitting on gold.”
Metrics: • 44 million views on YouTube, • a reported 6.8 billion impressions
worldwide, • more than $100 million in earned media.
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how we really respond
to advertising
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NEURAL MECHANISMS
OF MARKETING
SENSITISATION
Impact that creates
a strong response
BUT IT CAN BE
DANGEROUS
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NEURAL MECHANISMS
OF MARKETING
CONDITIONING
Strong associations
CAN be created
between seemingly
uninteresting things
like a ‘tick mark’, a
word, and religion
030.
THEORY IS
GREAT BUT
WHAT ABOUT
IN THE REAL
WORLD
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WOULD YOU LIKE
TO SHOP HERE
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Poor sales
Poor store traffic
Very low business growth
NOT MANY WOULD
GOOD TO GREAT
Good Great
Good
Good Great
Great Good Great
WINNING CUSTOMERS
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First 90 days, Kmart averaged
YOY transaction growth of
5.96. No mean feat in a
competitive, cluttered discount
dominated category in which
Kmart’s major competitors
were affected by negative
sales results.
IN SUMMARY
1. Message alignment from pre-store to in-store for greatest impact.
2. Emotional advertising should be reserved for pre-store.
3. Leverage the most relevant emotional cues from pre-store on other active marketing model channels.
4. Avoid introducing a new direction for a brand in the store.
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IN SUMMARY
5. Build in-store marketing and communication strategies for brands with above the line advertising in mind.
6. Passive marketing is about creating, establishing and reinforcing a brand neural network.
7. Active marketing is simply about ‘triggering’ or ‘calling up’ of these cues.
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THANK YOU
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INSIGHTS THAT MATTER