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Your CBO - Introduction 2020

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Introducing our new service for start-ups, scale ups and leaders of global brands.

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Your CBO - Introduction 2020

  1. 1. ©stylepsychology Your Chief Behavioural Officer
  2. 2. Your own affordable behavioural team to help your brand flourish. Many global brands have built their own sophisticated behavioural teams and hired Chief Behavioural Officers to ensure they continue being the best in the world. As consumer behaviour seems to be changing continuously, who better to help you understand what it means for your brand and how to adapt to these ever-evolving demands. You might however not have a budget, or even a need, for a whole team of behavioural geeks. That is why we have built this service, so you can take advantage of trusted behavioural expertise in a way that best suits you and your organisation. We use our consumer behaviour knowledge, our expertise in behavioural sciences and years of experience working on consumer brands to support you in becoming the best. Swarovski, Dowsing and Reynolds, Snug, Samsung, and Klarna are just some brands who trusted our advice over the years. Based on our experience we know that the best innovations come from a strong relationship. This is why we designed Your CBO service on 6 or 12 months basis. This allows us to truly get to know you, your people (team and customers) and your brand. Such intimacy helps us to deliver way more personalised advice, resulting in more differentiated brand and customer experience. ©stylepsychology
  3. 3. Who is CBO? Simply put, an expert on human behaviour. Psychologists, sociologists, anthropologists, neuroscientists and behavioural economists are just some of them. We are all however focused on strategic application of science to create better brands, customer experience, products and spaces. ©stylepsychology
  4. 4. ©stylepsychology Why do I need a CBO?
  5. 5. Why do I need one? Every consumer brand leader is tasked with understanding, predicting and influencing consumer behaviour. However, as 95% of human decisions are subconscious and human subconscious brain processes 11mln bits of information per second, it is not always easy to identify what influenced a particular behaviour. The smallest of details, like size of the font, sound of a word or placement of a piece of information on a packaging, website or in-store, can have incrementally positive or negative impact on behaviour. Consumer psychologists and other behavioural experts have been studying all these details for decades. They know how to change the design, tone of voice or service style to create desired effect on consumer behaviour. ©stylepsychology
  6. 6. ‘Don’t do 1 thing 100% better; Do 100 things 1% better’ This principle has been applied by Sir Dave Brailsford which made British cycling team such a success. Many other sports and business leaders understand the importance and power of marginal gains approach. Knowing what we know about human brain, we are wholeheartedly applying this rule in all our work. Changing few tinniest details, for example in packaging or store design, adds up to an incredible impact. Something we have done for years for our clients. The brain is not a mystery for us. Consumer behaviour is not something that baffles us. Brands, customer experience and design are what makes us get up in the morning, are what we are passionate about and what fuels us. Together, we can help to make your brand and customer experience not only great but exceptional. ©stylepsychology
  7. 7. ©stylepsychology How does it work?
  8. 8. Onboarding First, we need to get to know your brand and your customers. This is where we ask for your brand book and customer profiles to analyse them, identify your unique brand personality and speak with you to understand your goals and challenges for the next 6 or 12 months. This is also where we discuss what projects, campaigns, new products, designs, and strategic work you are planning for the whole year and propose the best schedule for working on it together. It allows us to ensure that the work done one month supports the work planned for the following months and helps you come closer to your goals for the whole year. It also assists us in gathering valuable insight and keep an eye on key consumer behaviour trends that might affect this schedule. ©stylepsychology
  9. 9. Monthly Consulting This is where the magic (ok, science) happens. You have a set number of hours per month in your chosen package that you can use for the planned and/or ad hoc projects and developments. The hours are split 50/50 between contact and analysis hours. Contact hours can be split between leaders and teams. At the beginning of each month you let us know whether you want to work on the planned activities or a new idea or an emergency that came up since our initial plan. We then take some time to analyse the situation and come back to you with a personalised advice. All our feedback is offered both in verbal and written form. We will also send interesting content that would be beneficial for you to review (available for higher subscription levels). ©stylepsychology
  10. 10. ©stylepsychology Packages
  11. 11. Who is it ideal for? ✓ It’s like a basic maintenance package allowing you to sense check that your strategies, campaigns, innovations, products, designs, spaces are considering key behavioural aspects and are therefore more effective. ✓ This package is for you if you are curious about how behavioural sciences can enhance your brand and customer experience, but perhaps haven’t had a chance to work with behavioural experts before or are new to applying behavioural sciences to better your brand, CX and business. ✓ Best for young start-ups within their first two years of operations. ©stylepsychology CURIOUS ✓ 10 hours a month ✓ Onboarding - £1,000 + Vat ✓ Monthly Investment - £1,000 + Vat ✓ 6 or 12 months agreement
  12. 12. Benefits ✓ Ground-breaking behavioural expertise from experts who worked on numerous brands from small start-ups to global companies and are also lecturers in consumer psychology, consumer behaviour and customer experience. ✓ Personalised advice based on the analysis of your brand strategy, your customer profiles and your unique goals and challenges. ✓ 10 hours a month split between contact and analysis time. ✓ Advice delivered both in verbal and written form to ensure full understanding, ease of application and ability to share with your colleagues and external agencies. ©stylepsychology CURIOUS
  13. 13. Who is it ideal for? ✓ Most suitable for start-ups and medium sized businesses who want to consistently improve their customer experience, grow their brand and enhance relationships with customers. ✓ This package is for you if you are invested in creating incredible brand and customer experience and understand that behavioural sciences can give you a unique competitive edge. ✓ Best for established start-ups and medium sized brands looking to support their current success and implement a marginal gains approach to continue growing. ©stylepsychology INVESTED ✓ 15 hours a month ✓ Onboarding - £1,500 + Vat ✓ Monthly Investment - £1,500 + Vat ✓ 6 or 12 months agreement
  14. 14. Benefits ✓ Ground-breaking behavioural expertise from experts who worked on numerous brands from small start-ups to global companies and are also lecturers in consumer psychology, consumer behaviour and customer experience. ✓ Personalised advice based on the analysis of your brand strategy, your customer profiles and your unique goals and challenges. ✓ 15 hours a month invested in your brand (split between contact and analysis time). ✓ Advice delivered both in verbal and written form to ensure full understanding, ease of application and ability to share with your colleagues and external agencies. ✓ Monthly summary of advice provided plus inspiration on how else the brand can enhance their customer experience. ©stylepsychology INVESTED
  15. 15. Who is it ideal for? ✓ Most suitable for start-ups, medium sized brands and leaders of big national/global brands who don’t want their brands and customer experience to be just great but exceptional. ✓ This Devoted package is for leaders who love to surround themselves with experts and pick their brains to ensure they make the best decisions for their brands and customers. ✓ Best for established brands, businesses about to launch, innovate or pivot, and leaders of large companies who want to have the best insights to make their decisions. ©stylepsychology DEVOTED ✓ 25 hours a month ✓ Onboarding - £2,500 + Vat ✓ Monthly Investment - £2,500 + Vat ✓ 6 or 12 months agreement
  16. 16. Benefits ✓ Ground-breaking behavioural expertise from experts who worked on numerous brands from small start-ups to global companies and are also lecturers in consumer psychology, consumer behaviour and customer experience. ✓ Personalised advice based on the analysis of your brand strategy, your customer profiles and your unique goals and challenges. ✓ 25 hours a month devoted to your brand (split between contact and analysis time). ✓ Advice delivered both in verbal and written form to ensure full understanding, ease of application and ability to share with your colleagues and external agencies. ✓ Monthly summary of advice provided plus inspiration on how else the brand can enhance its customer experience. ✓ List of inspirational content specially selected to suit your market, goals and projects providing further support in your decision-making process. ✓ Discounts for our courses and hands-on workshops as well as for larger project work. ©stylepsychology DEVOTED
  17. 17. ©stylepsychology About Us
  18. 18. ©stylepsychology Style Psychology We are a (customer) HUMAN Experience Consultancy with a twist. It is a new view on consumer business stemming from an old view on the human. Our unique formula mixes decades of scientific wisdom on human behaviour, with our team’s unrivalled experience in consumer business and creative thinking unlike any other. We geek over Humans’ Experience of your Brand. We always ask Why. And we don’t have the word ‘no’ in our vocabulary. The innovation is in our blood although we believe that sometimes the most innovative solution is the simplest solution, or more specifically, the most human solution. In our approach we always come back to the HUMAN in the equation – that’s you, your customers and your team. All of you matter; as if we take one part of this equation out, the experience is not going to be as amazing. It’s like a dish that misses that magical ingredient; in this case it is HUMAN. We put HUMAN back into the equation to help you create incredibly engaging and successful brands and customer experience.
  19. 19. ©stylepsychology Our Mission
  20. 20. We are creating a better world by making brands more HUMAN. We inspire and support brands to do better by teaching, consulting, creating and innovating. We encourage leaders to build great human brands that ultimately better people’s lives and contribute to creating a better world. ©stylepsychology
  21. 21. ©stylepsychology Clients
  22. 22. ©stylepsychology
  23. 23. ©stylepsychology Case Study Swarovski
  24. 24. We have worked with Swarovski throughout the development of their new concept for all of their global stores. Our work included: ✓ Insights on the current and future consumer behaviour trends to inform the concept development ✓ Behavioural review of the new store concept brief to ensure best brand perception, customer experience and allow for cultural adaptability and flexibility of the concept ✓ Behavioural reviews at key stages of the design development process focusing on overall customer experience, product interaction, social interaction, longer dwell time and more ©stylepsychology Swarovski – New Retail Concept
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  27. 27. We partnered with Style Psychology during the creative development of our new retail concept. Kate’s expertise in consumer psychology and the way in which sensory perception impacts on consumer experience played an important role in the design of the creative concept for our retail stores. These inputs helped us to optimize material selection and to refine the definition of key consumer touchpoints and their role in the consumer journey. Kate advised us on how emotions would be felt at each touchpoint in order to develop the best possible sensory brand representation and, ultimately, an amazing consumer experience. We would thoroughly recommend Style Psychology as a partner for consumer behavioural insights within retail environments. Jochen Schmidt, VP of Architecture, Swarovski ©stylepsychology Swarovski – Testimonial
  28. 28. ©stylepsychology Case Study Snug
  29. 29. Snug – Brand Strategy & Design Guidelines ©stylepsychology We have worked with Snug to help them create a brilliant brand and customer experience for their challenger brand introducing a completely new category to the UK market. Our work included: ✓ Insight on consumer behaviour in furniture ✓ Collaboration on creation of brand strategy, customer profiles and competitors analysis ✓ Creating customer experience strategy ✓ Behavioural review of the brand designs ✓ Update of brand strategy and brand design after successful 1st year ✓ Brand Community Strategy Results: The founder was extremely happy with the results, which helped them to stand out in a crowded market. We are working with them continuously to help them with further strategic growth.
  30. 30. We have engaged Kate from Style Psychology knowing that we are about to completely shake up the furniture industry. We wanted the best people to help us gain a competitive advantage. Kate has been instrumental in shaping our brand strategy and ensuring the brand we are presenting is the strongest possible from the start. She has acted as a sounding board throughout our development and has provided ongoing support, helping us become a category creator and leader. Robert Bridgman, Founder, Snug ©stylepsychology Snug – Testimonial
  31. 31. ©stylepsychology Case Study Dowsing & Reynolds
  32. 32. Dowsing & Reynolds – New Retail Concept ©stylepsychology We have worked with the founders of homeware retailer Dowsing & Reynolds to help them create and implement the new concept for their first ever physical store in Leeds’ Victoria Quarter. Our work included: ✓ Creating a consistent customer flow throughout the store encouraging longer dwell time ✓ Creating concept for all product display to increase product interaction and value perception ✓ Identifying best placement for various product categories across the journey ✓ Creating the experience of an oasis with multisensory strategy ✓ Creating background music guidelines ✓ Introducing brand and product story at key steps of customer journey and more… Results: The founders were thrilled with the results as all of their team and customers loved it and press championed it as a saver of the high street. Continue working with the brand.
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  36. 36. Kate was a joy to work with on our first bricks & mortar store. Her consultancy was so valuable in helping us to design a store experience right for our brand and our consumer. Kate’s knowledge of retail psychology inspired us to do our very best work. The layering of products on wall display was particularly effective for us. Kate showed us how to draw the customers eyes, rather than present all options at once. Press headlines such as ‘Dowsing & Reynolds store in Leeds could help to save the high street’ have boosted our profile and with Kate’s help, has positioned us in a perfect place to build on this growth. Ally Dowsing-Reynolds, Co-Founder, Dowsing & Reynolds ©stylepsychology Dowsing & Reynolds – Testimonial
  37. 37. Are you Curious, Invested or Devoted? Book a chat with us to find out. ©stylepsychologywww.stylepsychology.co.uk Email our founder Kate Nightingale at kate@stylepsychology.co.uk or call at +44 789 1305 176

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