* Psychographic vs. demographic marketing * Capturing psychographic data * Data-driven omnichannel customer journey and products

1. RODGER BUYVOETS
Crobox
Future of
Shopping
Curated by Eva Wimmers

2. CROBOX
P S YC H O G R A P H I C M A R K E T I N G
2 0 1 9

3. Who is…
E C O M M E R C E
1 5 + Y E A R S
F O U N D E D
3 C O M PA N I E S
C R O B O X
F O U N D E R & C E O
RODGER BUYVOETS
@Crobox

4. H Q
A M S T E R D A M
6 0 +
G L O B A L B R A N D S H E L P E D
1 B I L L I O N +
P E R S U A S I O N P R O F I L E S
I N T E R N AT I O N A L
T E A M

5. T H E R E TA I L I N D U S T R Y
I S Q U I C K LY E V O LV I N G

6. Index
CONS UMERS GO TO A STOR E AND
THE M ERCH ANT BRINGS ITEMS
SERVICE SHOPPING
1940s

7. CONSUMERS GO TO A STO RE
AND GATHER ITEMS THEM SELV ES
SE LF-SERVE SH OPP ING
2000s

8. STO RES COM E TO TH E
CONS UMERS WITH PRO DUCTS
CONVENIENCE SHOP PI NG
TODAY

9. ONLINE SHOPPING IS TA KING OV ER
AS IT BECOMES A ROUT IN E PART O F
THE LIVES OF MA N Y.

11. WE LIVE IN A ATTENTION ECONO M Y
WHER E EVERYO NE IS FIGHTING FOR
YOUR ATTE NTI ON

12. @Crobox
WE MAKE 3, 500
DECISIONS A DAY,
80-95% OF W HIC H ARE
MAD E
SUB CONSCIOU SLY

13. SYSTEM 2SYSTEM 1
Intuitive Rational
*Kahneman (2011), Thinking Fast & Slow@Crobox

14. Scarcity
Security
Pricing Psychology
Social Proof
Loss Aversion
Innovation Reciprocity
Authority
@Crobox

15. PSYCHOGRAPHICS HELP BEIN G
MO RE RELE VANT TO USERS.

16. How do you get started with psychographic marketing?

17. W H AT A R E P S YC H O G R A P H I C S ?

18. Demographic Transactional
Psychographic
Data Data
Data
Data
Behavioral
PSYCHOGRAPHIC DATA
CONVEYS THE PERSONALITY OF THE
CONSUMER THROUGH THEIR LIKES,
INTERESTS, AND HABITS.
IT SHOWS YOU WHY PEOPLE BUY
The data streams of online shopping
DEMOGRAPHIC DATA
SHOWS YOU WHO BUYS
YOUR PRODUCT
TRANSACTIONAL DATA
SHOWS YOU WHAT THEY BUY
BEHAVIORAL DATA
SHOWS YOU HOW THEY BOUGHT
PRODUCTS
@Crobox

19. What are psychographics?
Psychographics answer the why people act
based on their lifestyle, interests, motivators,
and personality.
@Crobox

20. Psychographic categorisation
OPINIONS
INTERESTS
SOURCE:MARKETWATCH.COM
ACTIVITIES

21. @Crobox
What’s the difference?

23. H O W D O YO U C O L L E C T
P S YC H O G R A P H I C D ATA?

24. IT ALL STARTE D WI TH
MAR KE T RES EARCH
S INC E 60’S
LOW QUANTIT Y
LAB OR INTENSIV E

25. WEBSITE DATA TEXT ANALYSIS
FORUMS SOCIAL MEDIA
1-1 SURVEYS
INTE RVIE WS
FOCU S GROUPS ANALY TICS
QUA NTITAT IVE & QUA LI TATIV E ME THODOLOGI ES

26. Traditional ways of collecting psychographic data
@Crobox
1-1 SURVEYS INTERVI EWS FOCUS GROUP S

27. Analytics
@Crobox
AUDIENCE
INTERESTS
CATEGORY
MEDIUM
FOOTBALL
NEWSREADER
POLITICS
TECHNOPHILES
HOME DECOR
MOVIE LOVERS
COOKING
ENTHUSIASTS
TRAVEL BUFFS
BU IL D AF FI NI T Y R E PORT

28. Social media advertising
@Crobox
TARGE T O N LIKES, INTERESTS, GROUPS,
LIFEST YLE , MOV IES E TC .
ADVANCED AUDIENC E TARGE TI NG

30. Text analysis
Understand sentiment and emotion
Measure share of voice
Identify key topics, words, and phrases
Quantify purchase intent
ADVANCED AUDIEN C E TARGE TI NG

31. Collect psychographic website data
SMART NOTIFICATIONSPRODUCT TAGS
INTERACTIVE OVERLAYSNATIVE NUDGES

32. Psychographics per category
P ERS UA SIVE SUSCEPTIBILITY
PER IKEA CATEGORY

33. Question.
Who already has some experience with collecting
psychographic data within their organisation?

34. C A S E S & B E S T P R A C T I C E S

35. How to apply psychographics for your marketing?
Emotionally Compelling Ads Enhance A/B Tests Refined Social Media Audiences
Content Topic Areas Relevant Email Marketing Update Buyer Personas

36. @Crobox

43. Index

44. Social Proof
People are social creatures
and likely to follow group
behavior when
communicated.
Scarcity
Products that are scarce have
increased perceived value
and it boosts the urgency to
decide now.
Authority
People are more likely to trust
messages when they’re
recommended by credible
sources.
Innovation
People are novelty-seeking so
new products are seen as
more attractive and
associated with rewards.
Commitment
People want to remain
consistent in their behavior
and thinking. A first step
increases the next step.
PSY CH OGRA PHIC INSIGHTS
OF T HE EUR OPEAN UA SHO PPER
European UA shoppers are most susceptible to Social Proof in the consideration phase,
which increases the likelihood for them to click. So when it comes to choosing products,
UA shoppers tend to primarily look toward the behavior and opinions of others.
5.4M
PERSUASI ON PROFILES
9.91%
OVERALL IMPACT (CTR)
* PE R IOD : 21- 03 -2 017 TO 25 -0 3- 201 8
IMPACT (CTR) X PRINCIPLE X COUNTRY

45. Actions to take
@Crobox
Rinse and repeat: These
should be a continuous
process. Be sure to check back
on your data.
Know your data: Consider
what data points you
already have. Understand
how to make sense of this.
Choose your method: There
are various ways to collect
data, choose what makes
sense for your brand.
Segment, experiment,
iterate: If you don’t already
love experimentation, learn
to love it.