Yesterday, The App Business was invited to talk at the huge and very busy Retail Business Technology Expo 2014 (RBTE) at Earl’s Court in London. We decided to use this opportunity to tackle one big strategic question: what is the right way to influence behaviour with technology? Our Senior Strategist, Jean Francois Hector, didn't want to give another talk about all the ways retailers could use technology to get people to do ‘stuff’. Instead, he wanted to help retail execs start from the behaviours they want their customers to do – and exactly what it takes for that behaviour to happen – before they think about technology. In his presentation, Jean Francois shared a simple, practical behaviour science model that TAB call MAT. MAT is a great way to think about behaviour first, rather than technology first. So, for anyone who missed it, or is keen to learn more about MAT, you can take a look through our slides. To discuss MAT in more detail, get in touch.

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The right way to influence
behaviour with technology
Jean Francois Hector, Senior strategist, The App Business

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© 2013 The App Business© 2013 The App Business
Software is eating the world and its tummy is rumbling

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© 2013 The App Business© 2013 The App Business
No industry is more appetising than retail

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Mobile = people’s interface to the world around them

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You can use mobile devices to understand what
each customer wants and the situation they’re in

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© 2013 The App Business© 2013 The App Business
The number and range of these devices is exploding
Mainframes
Smartphones
Things
Room
Desk
Hand
Anywhere
Ubiquitous computing means 75bn connected devices in 2020
Personal Computers

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So today influencing behaviour should be easy, right?

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But getting people to do stuff is really hard…

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What does it take for a behaviour to happen?
STANFORD PERSUASIVE TECH LAB

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M A T

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For a Behaviour to happen,
B

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For a Behaviour to happen,
3 things need to come
together at the same time:
B
M A
T

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For a Behaviour to happen,
3 things need to come
together at the same time:
- Motivation
B
A
T
M

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For a Behaviour to happen,
3 things need to come
together at the same time:
- Motivation
- Ability
B
T
M A

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B
M A
T
For a Behaviour to happen,
3 things need to come
together at the same time:
- Motivation
- Ability
- Trigger

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B
M A
T

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B
M A
T

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Put hot triggers on the path
of motivated, able people

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B
M A
T

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B
M A
T

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out of M A T
How to get the most

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B
M A
T
B is for Behaviour

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Behaviour tip #1
Think about Behaviour 1st, technology 2nd

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Behaviour tip #1
Think about Behaviour 1st, technology 2nd
First , thenB
M A
T

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Behaviour tip #2
Start from a simple, concrete behaviour

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How do we get someone to buy
a bbq they’ve already favourited?
Behaviour tip #2
Start from a simple, concrete behaviour
How do we increase average
revenue per customer?✘
✔

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B
M A
T
M is for motivation

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Motivation tip #1
Find out what customers are already motivated to do

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Motivation tip #1
Find out what customers are already motivated to do

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Motivation tip #2
Predict where & when they’ll be most motivated

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Motivation tip #2
Predict where & when they’ll be most motivated
IF Customer has favourited a bbq
AND That barbecue is on offer
AND The weekend is just 3 days away
AND It’s sunny outside
THEN Send push notification

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B
M A
T
A is for ability

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Ability tip #1
Make it easy to do it on impulse

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Ability tip #1
Make it easy to do it on impulse
Wespak
Impulse
Saver

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Ability tip #1
Make it easy to do it on impulse
Amazon
Flow

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Ability tip #2
Easy is different things in different situations

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Ability tip #2
Easy is different things in different situations
Time Physical effort Habit
Money Mental effort Norm

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Ability tip #2
Easy is different things in different situations
Need any help?
Call an expert
View buying guide

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B
M A
T
T is for trigger

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Trigger tip #1
Think broadly about triggers

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Buttons Badges
In-app
notification
Cards Email
Display ad
On product
…
SMS
Trigger tip #1
Think broadly about triggers

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Trigger tip #2
Make the trigger hot like a potato

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Trigger tip #2
Make the trigger hot like a potato
Waitrose
charity
tokens

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Let’s recap

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M A T

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B
M A
T
For a Behaviour to happen,
3 things need to come
together at the same time:
- Motivation
- Ability
- Trigger

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Put hot triggers on the path
of motivated, able people

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near
The right way to use beacons is to make them MAT

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B
M A
T
Understand what a
customer is motivated to do
Make them able to do it easily
Deliver the trigger
The right way to use beacons is to make them MAT

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Need any help?
Call an expert
View buying guide
© 2014 The App Business

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The next $1bn behaviours in retail
• Customer looks at the extended range
• Customer looks at product reviews in store
• Customer buys one more item
• Customer buys that product they like
• Customer buys something for a friend

55. © 2014 The App Business
jeanfrancois
@theappbusiness.com