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RetailOasis: Mumbrella Retail Marketing Summit

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The way retailers look at their in-store design is changing, with many choosing experience and aesthetic above cramming more stock onto the shop floor. But the savviest brands are starting to look at consumer psychology for new ways to engage consumers and get them to spend more time in stores. In this presentation we take a look at the human operating system (aka evolutionary psychology) and best practice in this space from around the world.

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RetailOasis: Mumbrella Retail Marketing Summit

  1. 1. THE SCIENCE OF IN-STORE BEHAVIOUR RETAILOASIS 2018
  2. 2. 22 nature takes her time and she doesn’t start from scratch
  3. 3. 3 “Therehasbeennobiologicalchange inhumansin40,000-50,000years. Everythingwecallcultureand civilisationwe'vebuiltwiththesame bodyandbrain." Stephen Jay Gould
  4. 4. 4444 our evolution has created our operating system
  5. 5. humanity feasibility viability what can we do? what will make money? what makes us human? idealexperience understanding our OS should underpin experience starthere
  6. 6. 66 somecomponentsofthehumanOS HARDWIRED TO SAVE ENERGY RULED BY OUR EMOTIONS SOCIAL PROCESSING MACHINES
  7. 7. 77 somecomponentsofthehumanOS HARDWIRED TO SAVE ENERGY RULED BY OUR EMOTIONS SOCIAL PROCESSING MACHINES
  8. 8. 88 human nature is above all things lazy Harriet Beecher Stowe
  9. 9. 99 WHAT THIS MEANS IN RETAIL? WE AVOID MAKING DECISIONS FOLLOW THE PATH OF LEAST RESISTANCE BUILT NOT TO THINK UNLESS WE HAVE TO
  10. 10. 1111
  11. 11. 13 ifwe’rehardwiredtobelazy… where are you unnecessarily making your customer expend energy?
  12. 12. 1414 somecomponentsofthehumanOS HARDWIRED TO SAVE ENERGY RULED BY OUR EMOTIONS SOCIAL PROCESSING MACHINES
  13. 13. 15 source: The Triune brain reptile “base impulses” limbic system “emotion + feeling” neocortex “logic + thinking”
  14. 14. 16 fast, automatic, intuitive - based on feelings, no capacity for language slower, analytical - based on facts and thinking, based on language SOURCE: DR DANIEL KAHNEMAN THINKING FAST & SLOW SYSTEM 1 SYSTEM 2
  15. 15. 17 fast, automatic, intuitive - based on feelings, no capacity for language slower, analytical - based on facts and thinking, based on language SOURCE: DR DANIEL KAHNEMAN THINKING FAST & SLOW SYSTEM 1 SYSTEM 2 System 1 overrides System 2
  16. 16. 1818 WHAT THIS MEANS IN RETAIL? NON-VERBAL IS MORE POWERFUL ENVIRONMENT CAN CREATE EMOTION PRICE + WORDS PUSH US INTO SYSTEM 2
  17. 17. 1919 4. our senses and mood have a large effect on our actions le bon marche, Paris
  18. 18. 20 off white, hong kong
  19. 19. 21 gentle monster, korea
  20. 20. 22restoration hardware
  21. 21. 23 ifwe’reruledbyouremotions… how can you make the store experience less ‘verbal’?
  22. 22. 2424 somecomponentsofthehumanOS HARDWIRED TO SAVE ENERGY RULED BY OUR EMOTIONS SOCIAL PROCESSING MACHINES
  23. 23. 2525 we have evolved by fitting in - we look for cues in our environment to reinforce this
  24. 24. 2626 WHAT THIS MEANS IN RETAIL? WE WANT WHAT OTHERS WANT SOCIAL TRUMPS COMMERCIAL RELATIONSHIPS USE CUES TO KNOW WHAT’S ACCEPTABLE
  25. 25. 27 anchoring pricing from high to low supreme supreme
  26. 26. 28 Amazon Books
  27. 27. 29 Nordstrom, Seattle
  28. 28. 30Trunk Club
  29. 29. 31 wine trunk club
  30. 30. 32 ifwe’resocialprocessingmachines… how can you use social cues in store to drive decision making?
  31. 31. 3333 somecomponentsofthehumanOS HARDWIRED TO SAVE ENERGY RULED BY OUR EMOTIONS SOCIAL PROCESSING MACHINES
  32. 32. 34 start with humanity to then workout the retail experience
  33. 33. Thank You retailoasis.com@retailoasis

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