Proven Steps to Creating a Daily Habit: Browsing Online Flash Sales – Gilt Groupe<br />Eric Kinariwala<br />habits.stanfor...
overview<br />Friend Sends Invite for Site – Chance to Earn Them $25<br />Arrive at www.gilt.com<br />(landing page has on...
behavior analysis - motivation<br />Initial Sign-up: <br />Motivation driven by hope of finding good deals (bargain shoppe...
behavior analysis - ability<br />Initial Sign-up:<br />Registration is simple, easy, free, fast, etc.  Only thing you can ...
behavior analysis - triggers<br />Initial Sign-up:<br />E-mail from friend is a spark trigger (individual has ability to r...
behavior path<br />BJ Fogg’s Behavior Grid explicates the path to habit formation http://www.behaviorgrid.org/<br />Dot Be...
behavior path<br />BJ Fogg’s Behavior Grid explicates the path to habit formation http://www.behaviorgrid.org/<br />Dot Be...
initial invite (spark trigger)<br />
registration page (simplicity increases ability)<br />
daily e-mail (signal trigger – notice subject)<br />
sale categories<br />
sale items<br />
mobile push trigger (signal)<br />
mobile site<br />
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Proven Steps to Habit Formation - Flash Sales & Gilt Groupe

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Transcript of "Proven Steps to Habit Formation - Flash Sales & Gilt Groupe"

  1. 1. Proven Steps to Creating a Daily Habit: Browsing Online Flash Sales – Gilt Groupe<br />Eric Kinariwala<br />habits.stanford.edu<br />
  2. 2. overview<br />Friend Sends Invite for Site – Chance to Earn Them $25<br />Arrive at www.gilt.com<br />(landing page has only member login or sign –up boxes)<br />Browse existing sales and items<br />Friend Forwards you E-mail of Item You May Like<br />Make a purchase<br />Initial Behavior<br />Register for site<br />You hear or read about site andsign up on your own<br />Sale Starts at 12:00 (EST) <br />(lasts only 1-2 days and limited quantities)<br />Make a purchase<br />Open E-mail on Computer – view sale categories<br />Click on e-mail link to browse individual items<br />Receive daily e-mail at 11:41 am (EST)<br />(shows new sales and reminds sales starts at noon in subject line)<br />Recurring Behavior<br />Make a purchase<br />Receive iPhone push notification that sales is starting<br />Open E-mail on iPhone view sale categories<br />Launch Gilt iPhone App and browse individual items<br />
  3. 3. behavior analysis - motivation<br />Initial Sign-up: <br />Motivation driven by hope of finding good deals (bargain shopper mentality)<br />Daily Browsing:<br />Continue receiving (and reading) e-mails also motivated by hope of finding good deals<br />Purchase:<br />Driven by pleasure of purchase and fear of loss(sale ending, item/size/color selling out due to limited quantities)<br />
  4. 4. behavior analysis - ability<br />Initial Sign-up:<br />Registration is simple, easy, free, fast, etc. Only thing you can do on www.gilt.com<br />Daily Browsing:<br />Time of sales (noon EST) coincides with lunchtime (eat at your desk and browse the sale)<br />Easy to quickly browse and see if something catches your eye (brain cycles)<br />Daily push e-mails simplify process of seeking bargains (frees up time as a scarce resource and reduces physical effort of going to the store and digging through disorganized racks/bins of clothing)<br />Purchase:<br />Significantly reduced prices increases ability to purchase<br />
  5. 5. behavior analysis - triggers<br />Initial Sign-up:<br />E-mail from friend is a spark trigger (individual has ability to register, but lacks motivation)<br />Daily Browsing:<br />Daily E-mail with sale items in subject and noon start reminder is a signal trigger (individual has motivation and ability)<br />Purchase:<br />Something is above expectations (like an item more than anticipated or price is better than expected)<br />
  6. 6. behavior path<br />BJ Fogg’s Behavior Grid explicates the path to habit formation http://www.behaviorgrid.org/<br />Dot Behaviors: Done once<br />Span Behaviors: done for a specific duration<br />Path Behaviors: is done from now on – lasting change<br />Green Behaviors: Do new, unfamiliar behavior<br />Blue Behaviors: Do familiar behavior<br />Friend Sends Invite for Site – Chance to Earn Them $25<br />Arrive at www.gilt.com<br />(landing page has only member login or sign –up boxes)<br />Browse existing sales and items<br />Friend Forwards you E-mail of Item You May Like<br />Make a purchase<br />Initial Behavior<br />Register for site<br />You hear or read about site andsign up on your own<br />Blue Dot:<br />Click on Link<br />Blue Dot:<br />Register for a Website<br />Blue Dot:<br />Register for a Website<br />Blue Dot:<br />Online Purchase<br />
  7. 7. behavior path<br />BJ Fogg’s Behavior Grid explicates the path to habit formation http://www.behaviorgrid.org/<br />Dot Behaviors: Done once<br />Span Behaviors: done for a specific duration<br />Path Behaviors: is done from now on – lasting change<br />Green Behaviors: Do new, unfamiliar behavior<br />Blue Behaviors: Do familiar behavior<br />Sale Starts at 12:00 (EST) <br />(lasts only 1-2 days and limited quantities)<br />Make a purchase<br />Open E-mail on Computer – view sale categories<br />Click on e-mail link to browse individual items<br />Receive and view daily e-mail at 11:41 am (EST)<br />(shows new sales and reminds sales starts at noon in subject line)<br />Recurring Behavior<br />Make a purchase<br />Receive iPhone push notification that sales is starting<br />Open E-mail on iPhone view sale categories<br />Launch Gilt iPhone App and browse individual items<br />This is the big behavior change – from DOT to PATH. Reading the e-mail daily becomes habitual<br />Blue Dot:<br />Open E-mail<br />Blue Path:<br />Read E-mail<br />Blue Dot:<br />Browse Items<br />Blue Dot:<br />Online Purchase<br />
  8. 8. initial invite (spark trigger)<br />
  9. 9. registration page (simplicity increases ability)<br />
  10. 10. daily e-mail (signal trigger – notice subject)<br />
  11. 11. sale categories<br />
  12. 12. sale items<br />
  13. 13. mobile push trigger (signal)<br />
  14. 14. mobile site<br />

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