RetailOasis: Mumbrella Retail Marketing Summit
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The way retailers look at their in-store design is changing, with many choosing experience and aesthetic above cramming more stock onto the shop floor. But the savviest brands are starting to look at consumer psychology for new ways to engage consumers and get them to spend more time in stores. In this presentation we take a look at the human operating system (aka evolutionary psychology) and best practice in this space from around the world.
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RetailOasis: Mumbrella Retail Marketing Summit
- 1. THE SCIENCE OF IN-STORE BEHAVIOUR RETAILOASIS 2018
- 2. 22 nature takes her time and she doesn’t start from scratch
- 4. 4444 our evolution has created our operating system
- 5. humanity feasibility viability what can we do? what will make money? what makes us human? idealexperience understanding our OS should underpin experience starthere
- 8. 88 human nature is above all things lazy Harriet Beecher Stowe
- 9. 99 WHAT THIS MEANS IN RETAIL? WE AVOID MAKING DECISIONS FOLLOW THE PATH OF LEAST RESISTANCE BUILT NOT TO THINK UNLESS WE HAVE TO
- 11. 1111
- 13. 13 ifwe’rehardwiredtobelazy… where are you unnecessarily making your customer expend energy?
- 15. 15 source: The Triune brain reptile “base impulses” limbic system “emotion + feeling” neocortex “logic + thinking”
- 16. 16 fast, automatic, intuitive - based on feelings, no capacity for language slower, analytical - based on facts and thinking, based on language SOURCE: DR DANIEL KAHNEMAN THINKING FAST & SLOW SYSTEM 1 SYSTEM 2
- 17. 17 fast, automatic, intuitive - based on feelings, no capacity for language slower, analytical - based on facts and thinking, based on language SOURCE: DR DANIEL KAHNEMAN THINKING FAST & SLOW SYSTEM 1 SYSTEM 2 System 1 overrides System 2
- 18. 1818 WHAT THIS MEANS IN RETAIL? NON-VERBAL IS MORE POWERFUL ENVIRONMENT CAN CREATE EMOTION PRICE + WORDS PUSH US INTO SYSTEM 2
- 19. 1919 4. our senses and mood have a large effect on our actions le bon marche, Paris
- 20. 20 off white, hong kong
- 23. 23 ifwe’reruledbyouremotions… how can you make the store experience less ‘verbal’?
- 25. 2525 we have evolved by fitting in - we look for cues in our environment to reinforce this
- 26. 2626 WHAT THIS MEANS IN RETAIL? WE WANT WHAT OTHERS WANT SOCIAL TRUMPS COMMERCIAL RELATIONSHIPS USE CUES TO KNOW WHAT’S ACCEPTABLE
- 27. 27 anchoring pricing from high to low supreme supreme
- 28. 28 Amazon Books
- 30. 30Trunk Club
- 32. 32 ifwe’resocialprocessingmachines… how can you use social cues in store to drive decision making?
- 34. 34 start with humanity to then workout the retail experience