The 4 Fs of retail

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Flee, Fight, Feed and F*&#K! The four most basic human drives. But what does it mean for a marketing plan?

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  • - Make a joke about how its in a different language
  • The 4 Fs of retail

    1. 1. Gimme an F Understanding the Role of the Human as Shopper.
    2. 2. Gimme an F: Background <ul><li>We are a complex creatures, NOT robots. </li></ul>
    3. 3. Gimme an F: Background Except this guy, he may actually be a robot…
    4. 4. Gimme an F: Background <ul><li>We come pre-packaged with millions of years of biological programming. </li></ul>
    5. 5. Gimme an F: Background Millions of years. And this is where we landed.
    6. 6. Gimme an F: Background <ul><li>Humans, at a most fundamental level, respond to four basic principles. </li></ul>
    7. 7. Gimme an F: Background  Flee
    8. 8. Gimme an F: Background  Flee  Fight
    9. 9. Gimme an F: Background  Flee  Fight  Feed
    10. 10. Gimme an F: Background  Flee  Fight  Feed  F**k
    11. 11. POP displays mean nothing if they aren’t part of a larger strategy.
    12. 12. Let’s take a second to brush up on evolution.
    13. 13. <ul><li>Life derives from simple organisms. </li></ul>Gimme an F: Evolution
    14. 14. Sorry. Had to. Gimme an F: Evolution
    15. 15. <ul><li>Life derives from simple organisms. </li></ul><ul><li>We respond to stimuli at a base level. </li></ul>Gimme an F: Evolution
    16. 16. Always good for a response. Gimme an F: Evolution
    17. 17. <ul><li>Life derives from simple organisms. </li></ul><ul><li>We respond to stimuli at a base level. </li></ul><ul><li>Retailers must balance biological responses . </li></ul>Gimme an F: Evolution
    18. 18. Wait, how many different pasta combinations are there at Olive Garden!? Gimme an F: Evolution
    19. 19. <ul><li>Life derives from simple organisms. </li></ul><ul><li>We respond to stimuli at a base level. </li></ul><ul><li>Retailers must balance biological responses. </li></ul><ul><li>Negative response, lose the sale. </li></ul>Gimme an F: Evolution
    20. 20. He hates being offered additional services at Jiffy Lube, too. Gimme an F: Evolution
    21. 21. Why do we crave what’s bad for us?
    22. 22. Exhibit A:
    23. 23. <ul><li>The Semiotic & The Biological </li></ul><ul><li>We communicate through symbols. </li></ul>Gimme an F: Evolution
    24. 24. Gimme an F: Evolution For instance, this has become a symbol for headache
    25. 25. Gimme an F: Evolution <ul><li>The Semiotic & The Biological </li></ul><ul><li>We communicate through symbols. </li></ul><ul><li>Images rely on context. </li></ul>
    26. 26. Gimme an F: Evolution Even with context…
    27. 27. Gimme an F: Evolution <ul><li>The Semiotic & The Biological </li></ul><ul><li>We communicate through symbols. </li></ul><ul><li>Images rely on context. </li></ul><ul><li>People respond when things make sense or are in opposition. </li></ul>
    28. 28. Gimme an F: Evolution Something is off with this picture…
    29. 29. Gimme an F: Evolution <ul><li>Development of Civilization </li></ul><ul><li>Hunting and Gathering </li></ul>
    30. 30. Gimme an F: Evolution Small, nomadic groups following resources… and signing bonuses.
    31. 31. Gimme an F: Evolution <ul><li>Development of Civilization </li></ul><ul><li>Hunting and Gathering </li></ul><ul><li>Horticulture </li></ul>
    32. 32. Gimme an F: Evolution Beginning of animal domestication.
    33. 33. Gimme an F: Evolution <ul><li>Development of Civilization </li></ul><ul><li>Hunting and Gathering </li></ul><ul><li>Horticulture </li></ul><ul><li>Surplus </li></ul>
    34. 34. Gimme an F: Evolution Beginning of livestock manipulation, among other things.
    35. 35. Gimme an F: Evolution <ul><li>Development of Civilization </li></ul><ul><li>Hunting and Gathering </li></ul><ul><li>Horticulture </li></ul><ul><li>Surplus </li></ul><ul><li>Chiefdoms </li></ul>
    36. 36. Gimme an F: Evolution Characterized by complex social controls... See, the sarcasm is bi-partisan.
    37. 37. Gimme an F: Evolution <ul><li>Development of Civilization </li></ul><ul><li>Hunting and Gathering </li></ul><ul><li>Horticulture </li></ul><ul><li>Surplus </li></ul><ul><li>Chiefdoms </li></ul><ul><li>The State </li></ul>
    38. 38. Complex economies, governmental systems, arts, industrialization… and this guy. Gimme an F: Evolution
    39. 39. Gimme an F: Evolution <ul><li>Development of Civilization </li></ul><ul><li>Postmodern Landscape: More resources have made it easier </li></ul><ul><li>for people to define cultures or scenes. </li></ul>
    40. 40. Gimme an F: Evolution Like the art scene…
    41. 41. Gimme an F: Evolution The hipster scene…
    42. 42. Gimme an F: Evolution The pirate scene…
    43. 43. Gimme an F: Evolution And the rapidly growing “Anthro-chic” scene…
    44. 44. Gimme an F: Evolution <ul><li>Development of Civilization </li></ul><ul><li>Civilization today: A postmodern, global landscape where </li></ul><ul><ul><li>identity is driven by the moment and shifts </li></ul></ul><ul><ul><li>with each new environment. </li></ul></ul><ul><li>This means POP displays are like media channels. </li></ul>
    45. 45. Now, lets look at some opportunities.
    46. 46. 92% of retailers plan to increase store openings. 70% of all purchase decisions are made in-store. Touching a product increases likelihood of sale by 50% . 68% of in-store purchases are impulse driven. 28% of shoppers say seeing product in-store had more impact on purchase decision than any other media. 100% of you would still not buy Crystal Pepsi. Gimme an F: Opportunities
    47. 47. Gimme an F: Opportunities What it means for your brand Brands/Retail experiences need to tap into the visceral/emotional, cultural and rational In-store experience becomes THE differentiator Decorating vs. Storytelling
    48. 48. Flight
    49. 49. Gimme an F: Flight <ul><li>Humans respond to fear by running or attacking. </li></ul><ul><li>Most retail environments are not designed to reduce over stimulation. </li></ul>
    50. 50. <ul><li>It’s like shopping at </li></ul><ul><li>a Journey concert </li></ul><ul><li>Too much noise </li></ul><ul><li>Too much crowding </li></ul><ul><li>Too much stimuli </li></ul><ul><li>Too much merchandise </li></ul><ul><li>Too much overhead lighting </li></ul>Gimme an F: Flight
    51. 51. <ul><li>Humans respond to fear by running or attacking. </li></ul><ul><li>Most retail environments are not designed to reduce over stimulation. </li></ul><ul><li>Two options exist for designing around Flight response. </li></ul>Gimme an F: Flight
    52. 52. Gimme an F: Flight  Embrace it
    53. 53. Gimme an F: Flight  Embrace it  Reduce it and create a comforting safe zone.
    54. 54. <ul><li>Examples: </li></ul><ul><li>IKEA </li></ul><ul><li>Shanghai sales rep behavior </li></ul>Gimme an F: Flight
    55. 55. Gimme an F: Flight <ul><li>Things to do: </li></ul><ul><li>If you need to remain overstocked, channel people deeper into the store. </li></ul>
    56. 56. Gimme an F: Flight <ul><li>Things to do: </li></ul><ul><li>If you need to remain overstocked, channel people deeper into the store. </li></ul><ul><li>Create safe zones where shoppers can escape traffic. </li></ul>
    57. 57. Gimme an F: Flight <ul><li>Things to do: </li></ul><ul><li>If you need to remain overstocked, channel people deeper into the store. </li></ul><ul><li>Create safe zones where shoppers can escape traffic. </li></ul><ul><li>Soften lighting. It’s good brain chemistry. </li></ul>
    58. 58. Gimme an F: Flight <ul><li>Things to do: </li></ul><ul><li>If you need to remain overstocked, channel people deeper into the store. </li></ul><ul><li>Create safe zones where shoppers can escape traffic. </li></ul><ul><li>Soften lighting. It’s good brain chemistry. </li></ul><ul><li>Use images of calm or happy social gatherings throughout the store. </li></ul>
    59. 59. Fight
    60. 60. <ul><li>When we don’t flee, we fight. </li></ul><ul><li>Fight response is tied to a need to compete. </li></ul>Gimme an F: Fight
    61. 61. <ul><li>Shopping as the school bully </li></ul><ul><li>Adrenaline rush </li></ul><ul><li>Increased sense of self-worth </li></ul><ul><li>Communicates importance </li></ul>Gimme an F: Fight
    62. 62. <ul><li>When we don’t flee, we fight </li></ul><ul><li>Fight response is tied to a need to compete </li></ul><ul><li>Retail can design a space that capitalizes on instinct, let shopper “win” </li></ul>Gimme an F: Fight
    63. 63. Gimme an F: Fight <ul><li>Examples: </li></ul><ul><li>Target </li></ul><ul><li>Foursquare </li></ul><ul><li>eBay </li></ul>
    64. 64. Gimme an F: Fight <ul><li>Things to do: </li></ul><ul><li>“ Hide” unexpected deals. </li></ul>
    65. 65. Gimme an F: Fight <ul><li>Things to do: </li></ul><ul><li>“ Hide” unexpected deals. </li></ul><ul><li>Establish inter-consumer competition </li></ul>
    66. 66. Gimme an F: Fight <ul><li>Things to do: </li></ul><ul><li>“ Hide” unexpected deals. </li></ul><ul><li>Establish inter-consumer competition. </li></ul><ul><li>Carry over competition to the store. </li></ul>
    67. 67. Gimme an F: Fight <ul><li>Things to do: </li></ul><ul><li>“ Hide” unexpected deals. </li></ul><ul><li>Establish inter-consumer competition. </li></ul><ul><li>Carry over competition to the store. </li></ul><ul><li>Use lower shelves that allow people to scan the environment. </li></ul>
    68. 68. Feed
    69. 69. <ul><li>Need to find adequate calories to live. </li></ul><ul><li>People respond to colors associated with food. </li></ul><ul><li>People respond to smells associated with food. </li></ul><ul><li>Difficult to influence when cultural associations disrupt primal need to feed. </li></ul>Gimme an F: Feed
    70. 70. <ul><li>Examples: </li></ul><ul><li>Trader Joe’s </li></ul><ul><li>Yankee Candle </li></ul>Gimme an F: Feed
    71. 71. Gimme an F: Feed <ul><li>Things to do: </li></ul><ul><li>Use colors that represent food. (reds, greens, etc.) </li></ul>
    72. 72. Gimme an F: Feed <ul><li>Things to do: </li></ul><ul><li>Use colors that represent foods. (red, green, etc.) </li></ul><ul><li>Provide savory snacks or chocolate three feet from entry into an aisle. </li></ul>
    73. 73. Gimme an F: Feed <ul><li>Things to do: </li></ul><ul><li>Use colors that represent foods. (red, green, etc.) </li></ul><ul><li>Provide savory snacks or chocolate three feet from entry into and aisle. </li></ul><ul><li>Construct “hearth settings” strategically throughout store. </li></ul>
    74. 74. Gimme an F: Feed <ul><li>Things to do: </li></ul><ul><li>Use colors that represent foods. (red, green, etc.) </li></ul><ul><li>Provide savory snacks or chocolate three feet from entry into and aisle. </li></ul><ul><li>Construct “hearth settings” strategically throughout store. </li></ul><ul><li>Incorporate food/ social eating into store imagery </li></ul>
    75. 75. F**k
    76. 76. <ul><li>Primal need to reproduce. </li></ul><ul><li>Signals associated with sex can be used effectively in retail. </li></ul><ul><li>Sensory input and elements of space can have a powerful impact on what the shopper experiences. </li></ul>Gimme an F: F**k
    77. 77. <ul><li>Examples: </li></ul><ul><li>Abercombie & Fitch </li></ul><ul><li>Virgin Records </li></ul><ul><li>Miami Ink </li></ul>Gimme an F: F**k
    78. 78. Gimme an F: F**k <ul><li>Things to do: </li></ul><ul><li>Use red throughout the store </li></ul>
    79. 79. Gimme an F: F**k <ul><li>Things to do: </li></ul><ul><li>Use red throughout the store. </li></ul><ul><li>Use images of people with dilated eyes and slightly open mouth. </li></ul>
    80. 80. Gimme an F: F**k <ul><li>Things to do: </li></ul><ul><li>Use red throughout the store. </li></ul><ul><li>Use images of people with dilated eyes and slightly open mouth. </li></ul><ul><li>Use materials that are plush, soft. </li></ul>
    81. 81. Gimme an F: F**k <ul><li>Things to do: </li></ul><ul><li>Use red throughout the store. </li></ul><ul><li>Use images of people with dilated eyes and slightly open mouth. </li></ul><ul><li>Use materials that are plush, soft. </li></ul><ul><li>Use subtle, earthy smells. </li></ul>
    82. 82. So. What does it all mean?
    83. 83. <ul><li>What you sell doesn’t matter if the experience is bad. </li></ul><ul><li>Cater to the instinctual, not just rational. </li></ul><ul><li>Embrace biological/cultural continuum and you can increase loyalty, satisfaction and sales. </li></ul><ul><li>And, of course… </li></ul>Gimme an F: The Meaning
    84. 84. This guy. Gimme an F: The Meaning

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