Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Emotions of Packaging, Online and In-Store - DRS, 1/25/16

734 views

Published on

Dr. Carl Marci, chief neuroscientist at Nielsen's presentation from the Digiday Retail Summit - Laguna Beach, CA on January 25, 2016.

Published in: Marketing
  • Hello! I do no use writing service very often, only when I really have problems. But this one, I like best of all. The team of writers operates very quickly. It's called ⇒ www.WritePaper.info ⇐ Hope this helps!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

The Emotions of Packaging, Online and In-Store - DRS, 1/25/16

  1. 1. CONSUMER NEUROSCIENCE BRICKS AND CLICKS: EMOTIONS IN RETAIL Digiday Retail Summit Laguna Beach, CA January 25, 2016
  2. 2. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 2 THE HUMAN BRAIN IS COMPLEX
  3. 3. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 3 THE NEUROSCIENCE OF EMOTIONAL ADS Top Ads Have Greater Brain AcMvity in Key Areas Related to InformaMon Processing Study in partnership with Time Warner Media Lab & Temple University Decision Neuroscience Team Hippocampus Amygdala STG LPFC Memory Formation Emotion Generation Sensory Integration Reward Evaluation
  4. 4. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 4 PERSONAL RELEVANCE IS KEY Top Ads Also Generate Greater Brain AcMvity in Area Related to Personal Relevance
  5. 5. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 5 HOLIDAY TRENDS FROM 2015 BRICKS BEAT CLICKS: •  ~90% of consumers used brick and mortar retailers •  ~80% cited seeing, touching, trying items, and the ability to browse and buy the item right away as the major reasons DIGITAL ROLE: •  ~60% reported using mobile phones while shopping in-store •  Price comparisons and reading reviews most common use •  ~50% reported researching pre-purchase CLICKS PLUS BRICKS: •  ~30% reported using “click and collect” resulMng in ~70% buying addiMonal items Interna'onal Council of Shopping Centers, 2016
  6. 6. THE EVOLVING PATH-TO- PURCHASE What Was Linear is Now Non-Linear
  7. 7. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 7 The Linear Path is Now a Roller Coaster Ride
  8. 8. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 8 Pre-Tail Linkage to Engaging MarkeMng CommunicaMons to Generate EmoMonal Response and Build Need States for Brand/ Product Retail Shelf Layout OpMmizaMon & Package Design to Guide Shoppers Easily to Brand/Products by Triggering EmoMonal Drivers at POP Post-Tail Customer Fulfillment Related to Brand/ Product Experience and Re-Experience of MarkeMng Material and PotenMal Social Media Use
  9. 9. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 9 Loyalty/Habit Loop Considera'on Loop NEED STATE ACTIVATION CONSIDERATION EVALUATION ACTION BOND CONSIDERATION EVALUATION EXPERIENCE PURCHASE Adopted from D. Edelman. Harvard Business Review. Branding in a Digital Age. December 2010.
  10. 10. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 10 Loyalty/Habit Loop Considera'on Loop NEED STATE ACTIVATION CONSIDERATION EVALUATION ACTION BOND CONSIDERATION EVALUATION EXPERIENCE PURCHASE Adopted from D. Edelman. Harvard Business Review. Branding in a Digital Age. December 2010. BOND ADVOCACY HABITUATION Advocacy Loop
  11. 11. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 11 PUT EMOTIONS AT THE HEART OF YOUR P2P STRATEGY
  12. 12. FOCUS ON BRICKS Understanding the Brick and Mortar Environment
  13. 13. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 13 SHOPPER JOURNEY IN RETAIL SEARCH DECIDE INTERACT SELECT NAVIGATE
  14. 14. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 14 IN CONTRAST, TIME SPENT IN STORE ONLY ACHIEVED A .33 CORRELATION TO SALES $0 $50 $100 $150 $200 Amount Spent in Big Box Retailer ($) EmoIon Score During Key Phases of Purchase Journey CorrelaIon of EmoIon to Sales (+0.59)
  15. 15. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 15 EMOTIONAL JOURNEY IN-STORE 1. Entrance 5. Exit 2. The hard work starts 3. Success is building 4. Checkout is rewarding EmoMonal Resonance In-Store Time In-Store OpMmal Reward Pakern in Product Category B Sub-OpMmal Reward Pakern in Product Category A Checkout Frequently Shows High Levels of EmoMon EmoMons are High Entering the Store Coming off the Street Prior to the “Work” of Shopping
  16. 16. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 16 OPTIMAL VS. SUB-OPTIMAL JOURNEYS end caps rewards foods free samples congestion frustration EmotionalJourney Time in Store Across Categories rewards/promotions ease of navigation end caps congestion frustration
  17. 17. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 17 VISUAL HOT SPOTS AND BLIND SPOTS
  18. 18. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 18 COMPARING SHELF LAYOUT 2 door beer 5 door beer More areas of high emo'on with 5 door High EmoIon Low EmoIon (Emo$ve Disconnect)
  19. 19. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 19 ► IN-STORE POINT-OF-SALE MATERIAL
  20. 20. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 20 ► EMOTION OF BOY DRAWS ATTENTION
  21. 21. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 21 ► 4 5 3 1 2 6 1 4 2 5 3 6 SIMPLE VISUAL PATH IS FASTER TO CONSUME
  22. 22. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 22 High EmoMon Low EmoMon High CogniMon Low CogniMon 4 5 3 1 2 6 1 4 2 5 3 6
  23. 23. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 23 Anything but “soothing/nurturing” •  An overwhelming sea of complexity •  Confusion and FrustraMon General naviga$onal disorienta$on experienced by many… “They don’t have chicken noodle…” a 10 year-old girl said to her dad who had sent her to the condensed secMon IN-STORE DID NOT MATCH IN THE HOME
  24. 24. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 24 Old Design New Design RE-DESIGNING AN ICONIC LABEL Changes included: •  Adding steam •  Enhancing the bowl •  Changing the font •  Removing logo border •  Curving edges
  25. 25. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 25 66% 39% 65% 77% FixaMon DuraMon/Time Biometric Impact Impact of New Can Design Old Can New Can EYE TRACKING VS. EMOTIONAL IMPACT FixaMon Time EmoMonal Impact
  26. 26. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 26 Benefit clusters made: Different varieMes of soup were color- coded to help consumers idenMfy them more easily Steam was added: Biometrics indicated that consumers had a greater emoMonal response if the soup appeared warm Spoon was removed: Biometrics demonstrated that the spoon generated likle emoMonal response Bowl was updated: To convey contemporary feel. Logo was moved: Eye tracking demonstrated that when the logo was placed at the top, it drew akenMon away from other elements, and the red label made it difficult to differenMate between products Reprinted from The Wall Street Journal Old Label New Label NOT JUST THE PACKAGE
  27. 27. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 27 New Design CHANGES TO THE AISLE DESIGN Old Design
  28. 28. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 28 NEW DESIGN MAKES SHOPPING SOUP EASIER Look at Soup OpMons Directly Go to Product of Choice Take from Maximizer
  29. 29. CLICKS GROWING FASTER THAN BRICKS?
  30. 30. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 30 DIGITAL AGE
  31. 31. © 2015 Innerscope Research Inc. COMMUNICATING IN THE DIGITAL AGE 31 Bar is Higher Than Ever •  More distracMons than ever as plaporms and content proliferate Shorter A]enIon Spans •  Research suggests shorter akenMon and reduced memory in our digital lives EmoIons & Non-Conscious Ma]er •  Consumer neuroscience is key to creaMng breakthrough ads
  32. 32. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 32 SHOPPING ONLINE IS MORE CONVENIENT, LESS EMOTIONAL
  33. 33. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 33
  34. 34. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 34 SEARCH & NAVIGATE ONLINE: UNIQUE CHALLENGES 2 6 5 4 3 1
  35. 35. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 35 NAVIGATING SHOPPERS TO PURCHASE OLD DESIGN NEW DESIGN
  36. 36. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 36 All of the time 23% Often 30% Sometimes 38% Rarely 7% Never 2% Rarely or Never 9% USE OF SMARTPHONES IN STORES
  37. 37. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 37 SMARTPHONES LOWER FRUSTRATION You’re at snacks Coca-cola 12-pack Fruity Pebbles ACT Popcorn Campbell’s Tomato Soup Clorox Wipes V8 Fusion Marie Callendar’sPot Pie Honey Bunches of Oats Shopping list Smart Phone Users Non-Smart Phone Users 40% Lower on FrustraIon During Search Smartphone Users Non-Smartphone Users
  38. 38. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 38 SMARTPHONE LISTS APPS vs. Smartphone Lists
  39. 39. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 39 Facebook Twiker Pinterest Instagra m
  40. 40. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 40 A STORE ABOUT EXPERIENCES
  41. 41. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 41
  42. 42. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 42 CONCLUSION
  43. 43. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 43
  44. 44. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 44
  45. 45. Copyright ©2015 The Nielsen Company. ConfidenMal and proprietary. 45 THANK YOU!

×