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

Looking inside to

understand how we decide

BEHAVIOUR

ACTIVE

BEHAVIOUR

ACTIVE

to predict BEHAVIOUR from INTENTION

failure

WE CAN ONLY NUDGE

CUSTOMERS ALONG THE

PATH TO PURCHASE

BUT FIRST ACCEPT THAT

MARKETING IS NO LONGER THIS

IT IS NOW THIS

ONLINE

SHELF IN STORE

MOBILE

OUTDOOR

EXPERIENCE PRODUCT

AND MEDIA CONSUMPTION

IS DIFFERENT IN EACH

CHANNEL

So advertisers

must respond

to the viewers

mindset

Advertising for an ACTIVE MODE

needs to be SIMPLE and

STAND OUT

So an EMOTIONAL response

is simply “called up” outside

deliberate conscious

processing

STANDING OUT FROM

THE NOISE

DESIGN TO HIT THE

PRIMEVAL

RESPONSES

WE HAVE BEEN

MAKING DECISIONS A

LONG TIME

BUT IN THE PAST WE

HAD BUT A FEW

DECISIONS TO SURVIVE

SO DECISIONS WERE

FAST AND EASY

OLD BRAIN

BUT THE BRAIN

DEVELOPED A SWITCH

NEW BRAIN

Emotions Decisions

ADVERTISING THAT AVOIDS

THE SWITCH DRIVES

DECISIONS THAT ARE:

Primal

Unconscious

Effortless

AND STORY IS

CRITICAL TO BRING IT

TOGETHER

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.

how we really respond

to advertising

NEURAL MECHANISMS

OF MARKETING

SENSITISATION

Impact that creates

a strong response

BUT IT CAN BE

DANGEROUS

NEURAL MECHANISMS

OF MARKETING

CONDITIONING

Strong associations

CAN be created

between seemingly

uninteresting things

like a ‘tick mark’, a

word, and religion

THEORY IS

GREAT BUT

WHAT ABOUT

IN THE REAL

WOULD YOU LIKE

TO SHOP HERE

Poor sales

Poor store traffic

Very low business growth

NOT MANY WOULD

GOOD TO GREAT

Good Great

Great Good Great

WINNING CUSTOMERS

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.

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.

THANK YOU

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