The document discusses how emotions influence key performance indicators (KPIs) in sales, focusing on aspects like exclusivity and fear of regret as driving forces for conversions and referrals. It emphasizes the importance of understanding customers and using personalized communication to foster connections, supported by examples and A/B testing outcomes. Additionally, it compares motivational factors versus friction in both fitness and shopping contexts, highlighting effective strategies from brands like Gilt and Amazon.

1. Connection:
How emotions drive KPIs.

2. Gilt

3. Sample Sales

4. Sample Sales Deconstructed
Great products
Discount prices
Limited quantity

5. Great Product
What is
Fashion
about?
Maslow's hierarchy of needs.

6. Discount Prices

7. Limited Quantity
KPI: Fear of
regret
drives
conversions
.

8. Limited Time

9. Exclusive Access
“I got this on Gilt. Do you know it? … No?
You have to know Gilt. I’ll invite you to join!”
vs.
“We went to this great country club that
my family belongs to this weekend.”
KPI:
Exclusivit
y drives
referrals

10. Integrity: Emotions are sacred
Source: Proceedings of the National Academy of Sciences of the United States of America

11. Scaling Emotion
● Site is open to everyone.
● Not all inventory is as limited.

12. Personal Shoppers: Do they scale?

13. Connection
1. Understand your customer
2. Do things to create connection
3. Communicate the things you are doing

14. Using Personalization to create Connection
“It is an
excellent idea.
Although I did
not select
anything on this
offering, I am
sure another will
be successful.”

15. Using A/B testing to foster Connection

16. Example
“Be the first to shop with Chrome push
notifications!”
vs.
“Get notified the moment sales start with Gilt
Chrome notifications.” KPI: 8%
lift in opt-
ins.

17. Negative Example
Because this price has been further reduced, this item is not returnable.

18. Motivation vs Friction: Going to the Gym
Motivation > Friction
I feel overweight. Takes too much time.
My body is sore from dis-use. Too far too drive.
I’m going to the beach in a month. It’s going to hurt.

19. Motivation vs Friction: Buying on Gilt
Motivation > Friction
I don’t want to miss out on owning this. Too expensive.
It’s going to look amazing on me. I want it right now.
I need new jeans. I’m afraid it won’t fit.

20. Connection in other companies: Amazon

21. Connection elsewhere: internal tools
KPI:
Adoption
and
satisfactio
n are high.

22. Connection elsewhere: recruiting
KPI: Hiring
and
retention
rates are
up.

23. Dress Like Nathan Day
http://tech.gilt.com