experiential design as a business value driver part ii
DESCRIPTION
Designing for the emotional impact on shopper behaviour and in store purchasing habits. Theory and practice of how great in store design can use decision science, neuroscience and psychology to vastly improve marketing effectiveness without contraining the design process.TRANSCRIPT
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“The man who is in command of persuasion
must be able to understand the
emotion” - Aristotle
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$3Bn
$350Bn
1997 2011
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This isn’t about Jobs or Apple’s domination
but it is about decisions
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Your customers don’t know
how they decide
but that’s not all
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They don’t know how to rate their tastes either
$150 $15
A" B"
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A" B"
“They’re the same wine”
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So, it’s clear... our decision making is not as great
as we believe it to be
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Because we developed the ability to think
OLD BRAIN
RATIONAL THOUGHT?
NEW BRAIN
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And too much
thinking is hard work
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So often we don’t
think about much
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We must give up the fight between rational and
emotional
R
E
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It is accepted that emotion drives our behaviour
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When businesses get it right they prosper
$461Bn $171Bn $58Bn
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When businesses get it wrong they suffer
Gone in 26 days
Gone in 7 days
Gone in 60 days
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Decision Sciences, Neuroscience &
Psychology has taught us
a lot about the emotional drivers
of decision making
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So what drives emotion to the forefront of decisions?
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Threats to Survival
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Faces
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Contextual Relevance
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Sex
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Emotional Displays
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Novelty
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Story & Creativity
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Sound & Music
Johnson & Johnson Band-Aid “Stuck on Me”
Coca - Cola“I’d Like to Buy the World a Coke”
Toys ‘R’ Us, “I Don’t Wanna Grow Up, I’m a Toys ‘R’ Us Kid”
source: http://www.buzzfeed.com/thepitch/the-most-memorable-ad-jingles-of-all-time
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From Theory
To Practice
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There was only one way to go
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It all started with a 60 second TV ad about 1000 mums
http://www.bestadsontv.com/ad/38511/Kmart-1000-mums-guess-the-price
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That transformed into a store wide point of sale strategy
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The results were mixed
Store Traffic
Store Sales
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Kmart challenged convention on their in-store analysis
Were shoppers looking at the signs?
Here is the shopper view - you decide!
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Eye tracking revealed signage was attracting visual attention
But still not enough to engage shoppers to shift their purchase habits!
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So we recommended that Kmart apply the drivers of emotion
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The results of all the in store changes has been incredible
Sales GrowthNew Store Design
Old Store
New Store
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Dr Shane G Moon
insights that matter