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Choice in digital – Can you have too much of a good thing?


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How digital has always been positioned as choice - the consumer wants choices and wants to have it their way.

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Choice in digital – Can you have too much of a good thing?

  1. 1. 1 Choice in digital – can you have too much of a good thing? Dr. Deborah Ko || Asia’s Customer Festival 27 October 2014
  2. 2. 2 Introduction
  3. 3. 3 Change or get left behind. "Give people what they want, when they want it, in the form they want it in, at a reasonable price and they'll more likely pay for it rather than steal it… The audience has spoken. They want stories. They're dying for them. They're rooting for us to give them the right thing. And they will talk about it, binge on it, carry it with them on the bus and the hairdresser, force it on their friends, tweet, blog, Facebook, make fan pages, silly GIFs and God knows what else about it.” – Kevin Spacey
  4. 4. 4 Why digital? Self service Co-creation Social networks Consumption of media Mobile and tablet
  5. 5. 5 A little experiment…
  6. 6. 6 Where would you go?
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  8. 8. 8 Is choice key in digital?
  9. 9. 9 Choice helps in motivation Intrinsic motivation and engagement Autonomy Self-expression
  10. 10. 10 Too many decisions Decision are mentally tiring People want to make the right decision The harder the decision, the more frustrating the experience Leads to bad choices or no choice
  11. 11. 11 Simplifying decisions Trader Joe's limits products to less than 10 percent of a typical grocer. It has more than twice per square foot sales of the average grocer Sara Lee reduced its number of products by more than half and achieved a reduction of inventory of almost 40 percent while improving on-time deliveries Golden cat cut out 10 of its kitty litters and saw a 12% increase in sales Procter & Gamble reduced Head and Shoulder shampoos from 26 to 15 and saw an increase in sales by 10% Amazon and Pandora choose for you things that they think you will like
  12. 12. 12 Give them an easy comparison.
  13. 13. 13 Make them feel confident about their choice.
  14. 14. Rein in numbers with categories. 14
  15. 15. 15 Start with easy choices first.
  16. 16. 16 What does choice mean to different cultures?
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  18. 18. 18 Choice in Asia • Relationships • Face • Mientze (Chinese) • Taimien (Japanese) • Chemyon (Korean) • Sia naa (Thai)
  19. 19. 19 Who has choice? Westerners perceive themselves to have more choice than Asians Choice is not an individual’s decision • Motivation • Persistence • Liking
  20. 20. 20 Saving Face and Culture Face consumption: consumption of products to maintain, enhance, or save face • Conform to the purchase behavior of their peers than Americans • Buy products that enhance their social status than Americans • Consider other-face more than Americans do when purchasing gifts
  21. 21. 21 Summary Perception of choice is important Everyone wants choice but they don’t like making decisions Too many choices are cognitively taxing and lead to frustration Difficult choices are often driven by fear of regret and can lead to decision avoidance Choice in Asia is also influenced by relationships and face Opportunities for gift-giving in Asia are important to encourage online and offline relationships
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  23. 23. 23 What can you do with this? • Make choices easy • Set time limits • Limit the amount of viable options • Provide a good comparison • Give pointers on how to choose • Focus on reducing regret
  24. 24. 24 What can you do with this? Rethink the Asian consumer • Identify “Face” cues to help the consumer • Indicate normative and relational cues to help increase behavior change (social proof) • Involve family and friends input and encourage word of mouth • Consider how products and services protect our consumers’ face • Provide opportunities for gift giving • Help users in their quests for gift giving
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  26. 26. 26 Make the choices count.
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