Think Bl ink

Designing Compelling At-Purchase Moments

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The decision to purchase is driven by emotion and made in the blink of an eye. We call this the ‘Blink Factor’ and it forms the bedrock of how brands are purchased.

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80% Of the at-purchase moment is decisive

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13 Seconds to Make a Product Decision

http://www.nielsen.com/us/en/insights/news/2015/make-the-most-of-your-brands-20-second-windown.html

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Package design is your most effective and measurable marketing tool

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30% Sales Drop

Title Text

30% Sales Increase

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WHY?

| [Client] | [Date] 9

| [Client] | [Date]

Effectiveness = Influence

attract pre-purchase

moment

retain post-purchase

moment

transact at-purchase

moment

Needs

Preference

Consideration

Initial Transaction

Final Transaction

Usage

Active Engagement

Validation

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ATTRACT

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50% Average Unplanned Store Purchases

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• Young, unmarried adult households with higher incomes do 45% more unplanned buying.

• Households led by an older person and those that have larger families do 31% to 65% less spontaneous purchasing.

• Unplanned purchasing goes up by 44% if the shopper goes to the store by car instead of on foot.

http://knowledge.wharton.upenn.edu/article/not-on-the-list-the-truth-about-impulse-purchases/

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90% Of All Purchase Decisions Made Subconsciously

| [Client] | [Date] Hotspex Emotivespex TM evaluation model

75 62

54 54 51 51 50 49 46 45

amazon.com iBooks CVS Macy's ebay.com

Top Emotive Tier

A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013

A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013

30 29 26 25 25 23 16 16

7 7 barnesandnoble.com drugstore.com* cvs.com Sears sears.com

Bottom Emotive Tier

Own a Single Emotion

Emotional Connection Value

Source: Scott Magids, Alan Zorfas, and Dianiel Leemon, From: “The New Science of Customer Emotions”, November 2015

52% Average Higher Differentiation

| [Client] | [Date]

TRANSACT

Emotional Connectors: Visuals

40% Of all connections are visual

80% Are color and shape

Complexity of Choice

60,000 Products in a supermarket

Own a Shape

“Blink Factor” = Color

Title Text

Title Text

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RETAIN

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From Product to Experience

Source: Shikatani Lacroix Millennial Engagement Study, 2015

At-Home

In-Car

On-the-Go

From Product to Experience

From Product to Experience

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Take Away ATTRACT:

•  Creating a single “emotional attract” strategy for your brand

TRANSACT •  Own the “Blink Factor” for your

packaging RETAIN

•  Make it an experience

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