SHOPPING MALLS REVEALED - scm. · PDF fileImpulsive, Automatic ... a moderator of the...
Transcript of SHOPPING MALLS REVEALED - scm. · PDF fileImpulsive, Automatic ... a moderator of the...
SHOPPING MALLS REVEALED -
HOW TO BETTER UNDERSTAND
CUSTOMERS. Emotions that shape desires, needs and behavior.
NEUROHM – bridging science with business.
We are a global neuro research & technology provider emerged from an innovative R&D project started in 1997.
We develop new research methods based on scientific discoveries and high technologies for market resaerch.
NEUROHM – the innovative R&D company
NEUROHM - world experience in
neuro & implicit since 1997
6 continents
40+ countries
100+ partners
65.000+ respondents
13.500.000+ individual reactions collected
Our aim is to contribute to the world of business by discovering true motives, emotions and drivers of the ways consumers behave.
HOW TO BETTER UNDERSTAND
CUSTOMERS
When 100 consumers say YES to a survey question
Did you know that?
100%
When 100 consumers say YES to a survey question
almost half of them is uncertain of their own answer?
Did you know that?
yes, BUT…
uncertain answers
certain answers
100%
56% 44%
Source: NEUROHM benchmark database (2013 - 2017)
What makes consumers uncertain?
don’t have enough relevant information
don’t want to criticize or try to be politically correct
haven’t made up their mind yet
Uncertainty…
’I would recommend it.’
’It is a place for me.’
’I will buy it.’
56% 44%
uncertain answers
certain answers
Source: NEUROHM benchmark database (2013 - 2017)
Changing the way we see the world
ATTITUDErational
OPINION
ATTITUDErational
OPINIONemotional
CERTAINTY
NEW MODEL
+
=
TRADITIONAL MODEL
=
Why it is important?
SYSTEM 1 - implicit Emotional, Impulsive, Automatic;
Subconscious experiences,
Motives and attitudes.
SYSTEM 2 - explicit Rational,
Conscious, Verbal;
Declarative, Opinions,
Daniel KahnemanPrinceton University
Main purchase drivers are located in subconscious processing.
Gerald ZaltmanHarvard Business Schoolconclusion:
THAT DECLARATIONS ARE OFTEN NOT ENOUGH TO MEASURE CUSTOMERS ATTITUDES!
How to measure certainty?
Asking directly is not the best solution!– answers may be cognitively distorted
– respondents might be not aware of real reasons
CERTAINTY should be assessed indirectly by measures that reach beyond declarations.
Integrate explicit and implicit measures to get the full picture.
Strength & accesibility of attitudes
Russell H. FazioOhio State UniversityAttitudes: Insights from the new implicit measures. New York: Psychology Press. (2009)
CERTAIN (STRONG) ATTITUDES ARE MORE
LIKELY TO DRIVE BEHAVIOR
Fazio & Williams (1986). Attitude accessibility as a moderator of the attitude-perception and attitude-behavior relations: An investigation of the1984 presidential election. Journal of Personality and Social Psychology, 51, 505-514.Fazio, Powell, Williams (1989) The Role of Attitude Accessibility in the Attitude-to-Behavior Process. Journal of Consumer Research, 16, 280-288.Fazio, Roskos-Ewoldsen (2005). Acting as we feel: When and how attitudes guide behavior. In Brock, Green (Eds.), Persuasion: Psychologicalinsights and perspectives (pp. 41-62).
Reaction Time uncovers consumers’ TRUE ATTITUDES
CERTAINTY gives more accurate resultsturnout forecast
55.7%60.8% 55.3%
85.1%96.2% 84.9%Scottish Independence
Referendum 2014
Polish Presidential Elections 2015
ACTUALDECLARED CERTAIN
Source: NEUROHM internal R&D studies (2014 – 2015, N=2160)
French Presidential Elections 2017
74.8%76.0% 74.6%
CERTAINTY gives more accurate resultspredictions of consumer real behavior [via shelf-test]
49%87% 46%
ACTUALDECLARED
56%71% 50%
CERTAIN
Brand Evaluation
Product Evaluation
[average score gathered from 8 brands and 8 products from FMCG category]Source: NEUROHM internal R&D studies (2014/2015, n=1985)
EXPLICITobservations
Measure of certainty sharpens the image
Integration of declaration & certainty
sharpens observations and give new perspective to old questions.
EXPLICIT + IMPLICITobservations
CERTAINTY gives more accurate resultsidentifies who truly believes
Source: NEUROHM study 2016 - 512 sales agents of one of the biggest financial institution were tested on 60 statements regarding various areas: the product, relationships with clients, self –esteem, self-development, work-life balance, sales skills
DECLARED
36%81%
CERTAIN
Superior sales agents(accordingly to actual sales record)
56%84%
Average sales agents(accordingly to actual sales record)
Certainty can enhance various areas of market research
Shopping mall evolution
Then… Now…
What’ve changed?
Customers experienceBuying style
Peoples’ knowledgeBeing there status
22 shopping malls tested
6 cities
1124 consumers
50% Women, 50% Men
16-71 years old
All types of education
Shopping mall research – Polish Edition
OFFER
RESTAURANTS
EXPERIENCE
COMFORT
ENTERTAINMENT
TESTED CATEGORIES OF DRIVERS
RESEARCH DETAILS
OFFERS WELL-KNOWN BRANDS
HAS A SUPERMARKET
OFFERS REGIONAL BRANDS
OFFERS NICHE BRANDS
It is important but…
Source: NEUROHM study 2017 – 1124 consumers of polish shopping malls were tested on 60 attributes regarding various areas: offer, restaurants, experience, comfort, entertainment.
DECLARED + CERTAINTY
96%
95%
85%
84%
OFFER
FOOD THAT MATCHES VARIOUS TASTES
RESTAURANT WITH GOOD REPUTATION
CHEAP FOOD
CUISINES FROM ALL OVER THE WORLD
FAST MEALS
FUN ZONES FOR KIDS IN RESTAURANTS
Reputation and taking care of kids are key
Source: NEUROHM study 2017 – 1124 consumers of polish shopping malls were tested on 60 attributes regarding various areas: offer, restaurants, experience, comfort, entertainment.
94%
93%
87%
84%
80%
RESTAURANTS
78%
DECLARED + CERTAINTY
Experience changes the whole perspective
Source: NEUROHM study 2017 – 1124 consumers of polish shopping malls were tested on 60 attributes regarding various areas: offer, restaurants, experience, comfort, entertainment.
EXPERIENCEDECLARED + CERTAINTY
PROVIDES POSITIVE EXPERIENCE
I WOULD LOVE TO COME BACK HERE
IMPROVES MY MOOD
FITS MY LIFESTYLE
I CAN RELAX HERE
I WANT TO SPEND MY FREE TIME HERE
93%
93%
88%
87%
83%
76%
HAS A RELAX ZONES
HAS A PUBLIC WI-FI NETWORK
ALLOWS ME TO SAVE TIME ON SHOPPING
IT’S CLOSE FOR ME AND MY FRIENDS
I CAN TAKE CARE OF EVERYTHING HERE
Comfort in a specific way
Source: NEUROHM study 2017 – 1124 consumers of polish shopping malls were tested on 60 attributes regarding various areas: offer, restaurants, experience, comfort, entertainment.
COMFORTDECLARED + CERTAINTY
93%
93%
90%
88%
85%
Entertainment does not mean night life
Source: NEUROHM study 2017 – 1124 consumers of polish shopping malls were tested on 60 attributes regarding various areas: offer, restaurants, experience, comfort, entertainment.
ENTERTAINMENTDECLARED + CERTAINTY
HAS A CINEMA
HAS A RICH ENTERTAINMENT OFFER
ORGANISES CULTURAL EVENTS
PROVIDES ENTERTAINMENT FOR CHILDREN
IT TRANSFORMS INTO A SOCIAL LIFE ZONE
BY NIGHT
92%
87%
83%
82%
73%
The most important values of shopping malls
Source: NEUROHM study 2017 – 1124 consumers of polish shopping malls were tested on 60 attributes regarding various areas: offer, restaurants, experience, comfort, entertainment.
OFFER
RESTAURANTS
EXPERIENCE
COMFORT
ENTERTAINMENT
THE MOST IMPORTANT
VERY IMPORTANT
IMPORTANT
SECONDARY DRIVER
SECONDARY DRIVER
The shopping experience has become the most important differentiating factor for retail companies
The Importance of Entertainment in the Shopping Center Experience
Malls’ New Pitch: Come for the Experience
The Way We Shop Has Completely Transformed In The Last 10 Years. ’…be a place that people go to frequently’
Welcome to the mall of 2039: It's nothing like today
’The thriving shopping areas 25 years from now will focus on a unique experience that can't be duplicated online. This can either be done through innovative technologies or by offering the unexpected.’
Shopping malls need to evolve to survive
To make it in today's e-commerce-dominated world, the shopping mall has to evolve to stay competitive and relevant.
5 Ways Shopping Malls Are Changing
’You may find yourself at the mall more often for errands that have little to do with shopping—or nothing at all.’
Shopping malls need to evolveReaction Time reveals what truly matters for customers
Change is inevitablebut it can be controlled with implicit