SlideShare a Scribd company logo
1 of 2
Download to read offline
©XPotential 2010
October 2010
Feature Focus:
Making sense
We rely mostly on visual features when trying
to influence consumers, but there are widely
un-tapped opportunities to reach them on
influential levels through other senses.
Sound:
• Musical tempo: One supermarket found slow
in-store music to increased sales by 38% vs.
fast tempo.
• Volume: Loudness leads to shorter shopping
times, but does not decrease number of
purchases. One coffee shop used louder
music at busy times to speed up consumer
traffic flow.
• Alignment: Bespoke store radio, fitting music
to the shopping missions typical to different
times of day has been shown to boost sales,
and the theory could be applied to e
commerce too.
Many brands use sound well as part of their
signature to create a holistic and memorable
brand feel. McDonald’s “I’m loving it” is
recognised by 93% of people who've heard it.
Sound can even effect spending and product
choice. Dr Adrian North, found people spent
the most while listening to upmarket classical
music, which evokes more affluent
associations. In another study, he found that
a French wine was more likely to be chosen
over German when a store was playing French
music. Chef, Heston Blumenthal, has found
that use of sound can also increase product
enjoyment. Diners found his oyster dish tastier
when provided with sea sound effects (now
part of the dish).
Smell: 75% of our daily emotions are
generated by smell and smells cue memory
more effectively than any other sense.
Issues: So sound and smell have been
proven to effect consumers, but as a relatively
unexplored approach, their use in marketing
can be controversial. A few years ago in San
Francisco, a “Got milk?” campaign used cookie-
scented strips on their bus stop posters, which
had to be removed after complaints. Although
the cookie smell was congruent with the milk
brand, in a bus stop the smell appeared
confusing, unauthentic and suspicious. Fashion
retailer, Hollister is renowned for its loud
music, aimed to pump up customers and deter
older shoppers who don’t fit their cool image.
Due to company policy, the music must remain
at 80-85 decibels, even though it poses a
danger of permanent hearing loss to
employees.
Consumer Connections:
What’s on offer?
With new laws to monitor use of misleading
offers being put in place in the UK, many
retailers and manufacturers will have to
rethink the way they promote their products
on offer. This provides an opportunity to
reconsider some key points in constructing
effective offers.
The new laws proposed by the Office of Fair
Trading (to come into effect this December)
aim to protect consumers from misleading
and confusing promotions that make it
difficult to see true value and can lead to
stress, annoyance and an unpleasant store-
experience. These include: offer period
extension, baiting (where availability is very
limited) and tighter regulations on the use
of the word “free”, for example in the
extensively used BOGOF - a move bringing
the UK closer to EU countries like
(continued on next page)
Trend Spotting:
UGC ads - Peperami
The latest brand to dabble in User
Generated Content (UGC) Advertising is the
sausage-snack brand, Peperami, aiming to
be “bold, experimental and engaging”.
Crowd-sourced ads offer some attractive
features: consumer engagement, social
media activity and buzz. But what will
happen when the trend becomes passé and
loses the buzz?
Wannabe creatives will still submit entries,
but the goal of UGC competitions extends
beyond entrants, to reaching a wider
audience of voters and viewers whose
interest does not depend on winning.
Engagement is core in Peperami’s aim, but
how engaging have they been compared to
their peers? T-Mobile’s “Night In” show-
cased happy customers’ in home-made ads.
Peperami’s advert was made by an agency,
using a pre-existing character. Doritos
“King of Ads” crowd-sourced winner-
selection to public vote. Peperami decided
their own winner – choosing an entry from
an advertising executive. Their only clear
accomplishment was avoiding agency fees.
And although UG ads are seen as a new
“innovative” trend, sceptics point out that
crowd-sourcing takes group collaboration,
these are really just competitions, the likes
of which (for radio jingles) have been
around for the best part of a century.
©XPotential 2010
-2-
Retail Therapy:
Drive-thru Tesco
The eyes of dubious analysts are on Tesco as
they pilot their drive-thru collect service for
shopping online. The service is aimed at those
such as busy mums who can’t commit to
waiting in for home delivery and don’t want to
drag their kids around the store. Analysts say
that there’s little potential to roll the service
out across stores as they are simply not big
enough to operate the service efficiently. It
could be argued that the issue of waiting in for
delivery could be addressed by using this
budget to take on a bigger delivery fleet in
order to shorten the waiting at home time
instead.
Some retailers, such as Boots, already offer an
order online, collect in-store service. However
the volume of a Boots shopping trip is
considerably less than a Tesco’s one and the
customer is still required to come in-store
which means less extra staff are needed and
there is the possibility of making further sales
to them.
Sceptics also point out that benefits could only
be marginal, as only 5% of Tesco’s sales are
made online, however this is over-looking the
possibility that the convenience of the drive-
thru service will attract more custom to
Tesco.com. Online grocery shopping is not a
format to be overlooked, with combined online
grocery sales (of the main 5) now topping
Waitrose’s sales and market share at 4.2%.
With this growth and Tesco’s investment in
online shopping through their piloted Drive-
thru service, there could be some big
implications for shopper marketing to consider,
such as a new type of shopper journey;
matters of signage, atmosphere, proximity and
service are all still relevant but may need to be
addressed in a new way, and if more retailers
follow Tesco in encouraging online shopping,
it’s worth the investment.
Brand Barometers:
Should Old Spice have gone funny?
“Smell Like A Man” Old Spice campaign has
become a famous social media success,
boosting sales and awareness through use of
humour – a well-crafted plan for the brand?
Some experts think not, saying that turning
the brand into a comedy subject will be
damaging in the long run, alienating its original
loyal consumers by making a joke of their
product. They say that clear beliefs are what
sell, humour confuses the message – is the ad
trying to entertain or to inform about a
product? But maybe Old Spice does both at
once. Humour allows a message to reach
people subconsciously, in a way that a serious
ad with obvious selling objectives would not. It
creates an association of positive feeling, as
long as the brand is visibly placed and relevant
to the humour, like Old Spice is. Humour also
achieves higher audience attention span and a
much better likelihood of user circulation (why
would you send a serious advert to friends?).
Market Watch is a snapshot of current
issues and insights that can influence
your consumers or customers and,
therefore, impact your brand.
If you would like further information
about these articles or our services,
you can reach us on:
(44) 01628 485847 or visit our
website www.xpotential.co.uk
XPotential aligns individuals, functions
and organisations, throughout the
world, to create and deliver brand
equity.
Consumer Connections:
What’s on offer cont.?
Germany, where use of the term “free” is prohibited unless no money is exchanged at all. The
rules crack down on limited availability offers, but is this necessary? Yes, there is a feeling of
disappointment if you miss the chance to benefit from an offer, but without the possibility of
missing out, motivation to get to the shop quickly depletes. One shopper sums it up, “I don’t
want to feel cheap, I want to feel lucky”.
Shoppers not wanting to feel “cheap” is an insight supported by evidence that deep discounts
don’t gain new consumers and their loyalty effectively. The Institute of Promotional Marketing
has warned that discounts over 25% aren’t effective in persuading shoppers to try a new product
or be loyal to it. Over half of consumers would switch brand on a shallow discount coupon.
Customers were more loyal to a coupon product when discount was lower. Some suggest that
price cuts even damage brands, and that a more effective and brand-building tactic is to use
promotions that offer something extra rather than a discounted price. For example, Marmite’s
promotion packs entitling consumers to a free Horrid Henry audio book download, engaging
consumers on a more memorable, meaningful and unique level than big discounts would.
So this re-examination of promotional offers could encourage an effective shift in thinking, away
from “limited offer” extensions that reduce the sought after “lucky” feeling and away from
promotions based on cheapness which are ineffective in changing loyalty. Remember, “I don’t
want to feel cheap, I want to feel lucky”.

More Related Content

What's hot

Shopper Marketing: 13 Trends for 2013
Shopper Marketing: 13 Trends for 2013Shopper Marketing: 13 Trends for 2013
Shopper Marketing: 13 Trends for 2013MARS London
 
Retail customer experience trends for brands and marketers
Retail customer experience trends for brands and marketersRetail customer experience trends for brands and marketers
Retail customer experience trends for brands and marketersJack Morton Worldwide
 
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...Preeti Acharya
 
Understanding the New Customer Journey
Understanding the New Customer JourneyUnderstanding the New Customer Journey
Understanding the New Customer JourneyCult Collective
 
Online Marketing - eCommerce - Innovation
Online Marketing - eCommerce - InnovationOnline Marketing - eCommerce - Innovation
Online Marketing - eCommerce - InnovationLeanne Ross
 
Brand Love index - Brand Pioneers April 9 2013
Brand Love index - Brand Pioneers April 9 2013Brand Love index - Brand Pioneers April 9 2013
Brand Love index - Brand Pioneers April 9 2013Panelteam
 
Effective Marketing Techniques That Work - Business Ignite
Effective Marketing Techniques That Work - Business IgniteEffective Marketing Techniques That Work - Business Ignite
Effective Marketing Techniques That Work - Business IgniteHector Del Castillo, CPM, CPMM
 
Shopper Marketing Trends 2019
Shopper Marketing Trends 2019Shopper Marketing Trends 2019
Shopper Marketing Trends 2019Darren Keen
 
51 Types of Marketing Strategies in Use Today
51 Types of Marketing Strategies in Use Today51 Types of Marketing Strategies in Use Today
51 Types of Marketing Strategies in Use TodayPeter vinosh
 
Super Charge Social Commerce with SocialRoot + Shop The Feed by Kiere Media
Super Charge Social Commerce with SocialRoot + Shop The Feed by Kiere Media Super Charge Social Commerce with SocialRoot + Shop The Feed by Kiere Media
Super Charge Social Commerce with SocialRoot + Shop The Feed by Kiere Media Elizabeth Wahler
 
Experientialmarketing(1)
Experientialmarketing(1)Experientialmarketing(1)
Experientialmarketing(1)Katie Tomaino
 
Booz GMA Shopper Marketing Overview
Booz GMA Shopper Marketing OverviewBooz GMA Shopper Marketing Overview
Booz GMA Shopper Marketing OverviewNeil Kimberley
 
Ambush Marketing By Amandeep
Ambush Marketing By AmandeepAmbush Marketing By Amandeep
Ambush Marketing By AmandeepDignitasDigital1
 
IQ Shopper Marketing
IQ Shopper MarketingIQ Shopper Marketing
IQ Shopper MarketingSoDA Speaks
 
Luxury market in crisis - disruption, change, reinvention luxury daily first...
Luxury market in crisis  - disruption, change, reinvention luxury daily first...Luxury market in crisis  - disruption, change, reinvention luxury daily first...
Luxury market in crisis - disruption, change, reinvention luxury daily first...Pamela Danziger
 
11 Trends That Will Shape Shopper Marketing In 2018
11 Trends That Will Shape Shopper Marketing In 201811 Trends That Will Shape Shopper Marketing In 2018
11 Trends That Will Shape Shopper Marketing In 2018John Andrews
 
Customer Driven Innovation Keynote from SageBerry Consulting
Customer Driven Innovation Keynote from SageBerry ConsultingCustomer Driven Innovation Keynote from SageBerry Consulting
Customer Driven Innovation Keynote from SageBerry ConsultingSageBerry Consulting
 
Farmhouse SHOPPER MARKETING LAB
Farmhouse SHOPPER MARKETING LABFarmhouse SHOPPER MARKETING LAB
Farmhouse SHOPPER MARKETING LABKaterina Simberska
 
fe.ed a social media company for further education
fe.ed a social media company for further educationfe.ed a social media company for further education
fe.ed a social media company for further educationSteven Rick
 
Shopper Marketing - The Great Marketing Shift
Shopper Marketing - The Great Marketing ShiftShopper Marketing - The Great Marketing Shift
Shopper Marketing - The Great Marketing Shiftinsight instore
 

What's hot (20)

Shopper Marketing: 13 Trends for 2013
Shopper Marketing: 13 Trends for 2013Shopper Marketing: 13 Trends for 2013
Shopper Marketing: 13 Trends for 2013
 
Retail customer experience trends for brands and marketers
Retail customer experience trends for brands and marketersRetail customer experience trends for brands and marketers
Retail customer experience trends for brands and marketers
 
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...
 
Understanding the New Customer Journey
Understanding the New Customer JourneyUnderstanding the New Customer Journey
Understanding the New Customer Journey
 
Online Marketing - eCommerce - Innovation
Online Marketing - eCommerce - InnovationOnline Marketing - eCommerce - Innovation
Online Marketing - eCommerce - Innovation
 
Brand Love index - Brand Pioneers April 9 2013
Brand Love index - Brand Pioneers April 9 2013Brand Love index - Brand Pioneers April 9 2013
Brand Love index - Brand Pioneers April 9 2013
 
Effective Marketing Techniques That Work - Business Ignite
Effective Marketing Techniques That Work - Business IgniteEffective Marketing Techniques That Work - Business Ignite
Effective Marketing Techniques That Work - Business Ignite
 
Shopper Marketing Trends 2019
Shopper Marketing Trends 2019Shopper Marketing Trends 2019
Shopper Marketing Trends 2019
 
51 Types of Marketing Strategies in Use Today
51 Types of Marketing Strategies in Use Today51 Types of Marketing Strategies in Use Today
51 Types of Marketing Strategies in Use Today
 
Super Charge Social Commerce with SocialRoot + Shop The Feed by Kiere Media
Super Charge Social Commerce with SocialRoot + Shop The Feed by Kiere Media Super Charge Social Commerce with SocialRoot + Shop The Feed by Kiere Media
Super Charge Social Commerce with SocialRoot + Shop The Feed by Kiere Media
 
Experientialmarketing(1)
Experientialmarketing(1)Experientialmarketing(1)
Experientialmarketing(1)
 
Booz GMA Shopper Marketing Overview
Booz GMA Shopper Marketing OverviewBooz GMA Shopper Marketing Overview
Booz GMA Shopper Marketing Overview
 
Ambush Marketing By Amandeep
Ambush Marketing By AmandeepAmbush Marketing By Amandeep
Ambush Marketing By Amandeep
 
IQ Shopper Marketing
IQ Shopper MarketingIQ Shopper Marketing
IQ Shopper Marketing
 
Luxury market in crisis - disruption, change, reinvention luxury daily first...
Luxury market in crisis  - disruption, change, reinvention luxury daily first...Luxury market in crisis  - disruption, change, reinvention luxury daily first...
Luxury market in crisis - disruption, change, reinvention luxury daily first...
 
11 Trends That Will Shape Shopper Marketing In 2018
11 Trends That Will Shape Shopper Marketing In 201811 Trends That Will Shape Shopper Marketing In 2018
11 Trends That Will Shape Shopper Marketing In 2018
 
Customer Driven Innovation Keynote from SageBerry Consulting
Customer Driven Innovation Keynote from SageBerry ConsultingCustomer Driven Innovation Keynote from SageBerry Consulting
Customer Driven Innovation Keynote from SageBerry Consulting
 
Farmhouse SHOPPER MARKETING LAB
Farmhouse SHOPPER MARKETING LABFarmhouse SHOPPER MARKETING LAB
Farmhouse SHOPPER MARKETING LAB
 
fe.ed a social media company for further education
fe.ed a social media company for further educationfe.ed a social media company for further education
fe.ed a social media company for further education
 
Shopper Marketing - The Great Marketing Shift
Shopper Marketing - The Great Marketing ShiftShopper Marketing - The Great Marketing Shift
Shopper Marketing - The Great Marketing Shift
 

Similar to Making Sense - The Impact of Senses on Shopping and other articles

New Face of TV Advertising and other articles
New Face of TV Advertising and other articlesNew Face of TV Advertising and other articles
New Face of TV Advertising and other articlesXPotential
 
How to reach a customer in the right wayTable of Contents .docx
How to reach a customer in the right wayTable of Contents .docxHow to reach a customer in the right wayTable of Contents .docx
How to reach a customer in the right wayTable of Contents .docxpooleavelina
 
1. MISSION STATEMENTTo provide our customers with the best medi.docx
1. MISSION STATEMENTTo provide our customers with the best medi.docx1. MISSION STATEMENTTo provide our customers with the best medi.docx
1. MISSION STATEMENTTo provide our customers with the best medi.docxjackiewalcutt
 
The secrets of automotive content marketing
The secrets of automotive content marketingThe secrets of automotive content marketing
The secrets of automotive content marketingYING LUI ALAN SIU
 
The Unfaithful Consumer
The Unfaithful ConsumerThe Unfaithful Consumer
The Unfaithful ConsumerWebloyalty UK
 
Acxiom moment of truth white paper (10 6-10)
Acxiom moment of truth white paper (10 6-10)Acxiom moment of truth white paper (10 6-10)
Acxiom moment of truth white paper (10 6-10)Louis Fernandes
 
Acxiom moment of truth white paper (10 6-10)[1]
Acxiom moment of truth white paper (10 6-10)[1]Acxiom moment of truth white paper (10 6-10)[1]
Acxiom moment of truth white paper (10 6-10)[1]Ian Baynes
 
Comparative Study of Comedy Advertisements versus Emotional Advertisements
Comparative Study of Comedy Advertisements versus Emotional AdvertisementsComparative Study of Comedy Advertisements versus Emotional Advertisements
Comparative Study of Comedy Advertisements versus Emotional AdvertisementsKakoli Laha
 
Does Advertising Work?
Does Advertising Work?Does Advertising Work?
Does Advertising Work?siddhanthnair
 
Trade Marketing White Paper_V4-HP-Case-study
Trade Marketing White Paper_V4-HP-Case-studyTrade Marketing White Paper_V4-HP-Case-study
Trade Marketing White Paper_V4-HP-Case-studyRenita Bakshi
 
Content Marketing Presentation
Content Marketing PresentationContent Marketing Presentation
Content Marketing PresentationClémence Fontaine
 
Word of Mouth Marketing
Word of Mouth MarketingWord of Mouth Marketing
Word of Mouth MarketingChelsea Fitch
 
Survival Tactics & Ideas
Survival Tactics & IdeasSurvival Tactics & Ideas
Survival Tactics & IdeasBasudeo Ojha
 
advertisement.pptx
advertisement.pptxadvertisement.pptx
advertisement.pptxLuciferRoxx1
 
Discuss the role of marketing in a business organization techno assignment 2016
Discuss the role of marketing in a business organization techno assignment  2016Discuss the role of marketing in a business organization techno assignment  2016
Discuss the role of marketing in a business organization techno assignment 2016Mandla handirisi
 
Accenture Social Media PoV - 55m conversations in 55 days
Accenture Social Media PoV - 55m conversations in 55 days Accenture Social Media PoV - 55m conversations in 55 days
Accenture Social Media PoV - 55m conversations in 55 days Mac Karlekar
 

Similar to Making Sense - The Impact of Senses on Shopping and other articles (20)

New Face of TV Advertising and other articles
New Face of TV Advertising and other articlesNew Face of TV Advertising and other articles
New Face of TV Advertising and other articles
 
How to reach a customer in the right wayTable of Contents .docx
How to reach a customer in the right wayTable of Contents .docxHow to reach a customer in the right wayTable of Contents .docx
How to reach a customer in the right wayTable of Contents .docx
 
1. MISSION STATEMENTTo provide our customers with the best medi.docx
1. MISSION STATEMENTTo provide our customers with the best medi.docx1. MISSION STATEMENTTo provide our customers with the best medi.docx
1. MISSION STATEMENTTo provide our customers with the best medi.docx
 
Promotion
PromotionPromotion
Promotion
 
The secrets of automotive content marketing
The secrets of automotive content marketingThe secrets of automotive content marketing
The secrets of automotive content marketing
 
LO1
LO1LO1
LO1
 
The Unfaithful Consumer
The Unfaithful ConsumerThe Unfaithful Consumer
The Unfaithful Consumer
 
Acxiom moment of truth white paper (10 6-10)
Acxiom moment of truth white paper (10 6-10)Acxiom moment of truth white paper (10 6-10)
Acxiom moment of truth white paper (10 6-10)
 
Acxiom moment of truth white paper (10 6-10)[1]
Acxiom moment of truth white paper (10 6-10)[1]Acxiom moment of truth white paper (10 6-10)[1]
Acxiom moment of truth white paper (10 6-10)[1]
 
Comparative Study of Comedy Advertisements versus Emotional Advertisements
Comparative Study of Comedy Advertisements versus Emotional AdvertisementsComparative Study of Comedy Advertisements versus Emotional Advertisements
Comparative Study of Comedy Advertisements versus Emotional Advertisements
 
Stories that scale
Stories that scaleStories that scale
Stories that scale
 
Does Advertising Work?
Does Advertising Work?Does Advertising Work?
Does Advertising Work?
 
Trade Marketing White Paper_V4-HP-Case-study
Trade Marketing White Paper_V4-HP-Case-studyTrade Marketing White Paper_V4-HP-Case-study
Trade Marketing White Paper_V4-HP-Case-study
 
Content Marketing Presentation
Content Marketing PresentationContent Marketing Presentation
Content Marketing Presentation
 
Word of Mouth Marketing
Word of Mouth MarketingWord of Mouth Marketing
Word of Mouth Marketing
 
Survival Tactics & Ideas
Survival Tactics & IdeasSurvival Tactics & Ideas
Survival Tactics & Ideas
 
advertisement.pptx
advertisement.pptxadvertisement.pptx
advertisement.pptx
 
executivesummary-petitpot
executivesummary-petitpotexecutivesummary-petitpot
executivesummary-petitpot
 
Discuss the role of marketing in a business organization techno assignment 2016
Discuss the role of marketing in a business organization techno assignment  2016Discuss the role of marketing in a business organization techno assignment  2016
Discuss the role of marketing in a business organization techno assignment 2016
 
Accenture Social Media PoV - 55m conversations in 55 days
Accenture Social Media PoV - 55m conversations in 55 days Accenture Social Media PoV - 55m conversations in 55 days
Accenture Social Media PoV - 55m conversations in 55 days
 

More from XPotential

Creating a memorable brand experience
Creating a memorable brand experienceCreating a memorable brand experience
Creating a memorable brand experienceXPotential
 
Engaging with Millennials in the Right Way
Engaging with Millennials in the Right WayEngaging with Millennials in the Right Way
Engaging with Millennials in the Right WayXPotential
 
Millennials in the Workplace - How to better connect with them in the workplace
Millennials in the Workplace - How to better connect with them in the workplaceMillennials in the Workplace - How to better connect with them in the workplace
Millennials in the Workplace - How to better connect with them in the workplaceXPotential
 
How price comparison websites affect market performance in the UK
How price comparison websites affect market performance in the UKHow price comparison websites affect market performance in the UK
How price comparison websites affect market performance in the UKXPotential
 
Postcards From Around The Globe - Global Healthcare Trends in Self-Medication
Postcards From Around The Globe - Global Healthcare Trends in Self-MedicationPostcards From Around The Globe - Global Healthcare Trends in Self-Medication
Postcards From Around The Globe - Global Healthcare Trends in Self-MedicationXPotential
 
Case Study: Quantum Innovation in Music
Case Study: Quantum Innovation in MusicCase Study: Quantum Innovation in Music
Case Study: Quantum Innovation in MusicXPotential
 
Satisfied Employees; Happy Customers and other articles
Satisfied Employees; Happy Customers and other articlesSatisfied Employees; Happy Customers and other articles
Satisfied Employees; Happy Customers and other articlesXPotential
 
Playing at Work and other articles
Playing at Work and other articlesPlaying at Work and other articles
Playing at Work and other articlesXPotential
 
Beauty Landscape in the UK and other articles
Beauty Landscape in the UK and other articlesBeauty Landscape in the UK and other articles
Beauty Landscape in the UK and other articlesXPotential
 
The Human Truths Behind Consumer Behaviour
The Human Truths Behind Consumer BehaviourThe Human Truths Behind Consumer Behaviour
The Human Truths Behind Consumer BehaviourXPotential
 
Nespresso: Perfect Consistency - What Else?
Nespresso: Perfect Consistency - What Else?Nespresso: Perfect Consistency - What Else?
Nespresso: Perfect Consistency - What Else?XPotential
 
A Taste of Apple
A Taste of AppleA Taste of Apple
A Taste of AppleXPotential
 
Creating and Connecting Communities of Innovation
Creating and Connecting Communities of InnovationCreating and Connecting Communities of Innovation
Creating and Connecting Communities of InnovationXPotential
 
Swarovski: "A Diamond for Everyone"
Swarovski: "A Diamond for Everyone"Swarovski: "A Diamond for Everyone"
Swarovski: "A Diamond for Everyone"XPotential
 
Learning from the innocent experience
Learning from the innocent experienceLearning from the innocent experience
Learning from the innocent experienceXPotential
 
Beauty Consumer Focus Group
Beauty Consumer Focus Group Beauty Consumer Focus Group
Beauty Consumer Focus Group XPotential
 
Teenager Consumer Focus Group
Teenager Consumer Focus GroupTeenager Consumer Focus Group
Teenager Consumer Focus GroupXPotential
 
Japanese Market Insights
Japanese Market InsightsJapanese Market Insights
Japanese Market InsightsXPotential
 
Building Brands in Turbulent Times
Building Brands in Turbulent TimesBuilding Brands in Turbulent Times
Building Brands in Turbulent TimesXPotential
 

More from XPotential (20)

Creating a memorable brand experience
Creating a memorable brand experienceCreating a memorable brand experience
Creating a memorable brand experience
 
Engaging with Millennials in the Right Way
Engaging with Millennials in the Right WayEngaging with Millennials in the Right Way
Engaging with Millennials in the Right Way
 
Millennials in the Workplace - How to better connect with them in the workplace
Millennials in the Workplace - How to better connect with them in the workplaceMillennials in the Workplace - How to better connect with them in the workplace
Millennials in the Workplace - How to better connect with them in the workplace
 
How price comparison websites affect market performance in the UK
How price comparison websites affect market performance in the UKHow price comparison websites affect market performance in the UK
How price comparison websites affect market performance in the UK
 
Postcards From Around The Globe - Global Healthcare Trends in Self-Medication
Postcards From Around The Globe - Global Healthcare Trends in Self-MedicationPostcards From Around The Globe - Global Healthcare Trends in Self-Medication
Postcards From Around The Globe - Global Healthcare Trends in Self-Medication
 
Case Study: Quantum Innovation in Music
Case Study: Quantum Innovation in MusicCase Study: Quantum Innovation in Music
Case Study: Quantum Innovation in Music
 
Door to door
Door to doorDoor to door
Door to door
 
Satisfied Employees; Happy Customers and other articles
Satisfied Employees; Happy Customers and other articlesSatisfied Employees; Happy Customers and other articles
Satisfied Employees; Happy Customers and other articles
 
Playing at Work and other articles
Playing at Work and other articlesPlaying at Work and other articles
Playing at Work and other articles
 
Beauty Landscape in the UK and other articles
Beauty Landscape in the UK and other articlesBeauty Landscape in the UK and other articles
Beauty Landscape in the UK and other articles
 
The Human Truths Behind Consumer Behaviour
The Human Truths Behind Consumer BehaviourThe Human Truths Behind Consumer Behaviour
The Human Truths Behind Consumer Behaviour
 
Nespresso: Perfect Consistency - What Else?
Nespresso: Perfect Consistency - What Else?Nespresso: Perfect Consistency - What Else?
Nespresso: Perfect Consistency - What Else?
 
A Taste of Apple
A Taste of AppleA Taste of Apple
A Taste of Apple
 
Creating and Connecting Communities of Innovation
Creating and Connecting Communities of InnovationCreating and Connecting Communities of Innovation
Creating and Connecting Communities of Innovation
 
Swarovski: "A Diamond for Everyone"
Swarovski: "A Diamond for Everyone"Swarovski: "A Diamond for Everyone"
Swarovski: "A Diamond for Everyone"
 
Learning from the innocent experience
Learning from the innocent experienceLearning from the innocent experience
Learning from the innocent experience
 
Beauty Consumer Focus Group
Beauty Consumer Focus Group Beauty Consumer Focus Group
Beauty Consumer Focus Group
 
Teenager Consumer Focus Group
Teenager Consumer Focus GroupTeenager Consumer Focus Group
Teenager Consumer Focus Group
 
Japanese Market Insights
Japanese Market InsightsJapanese Market Insights
Japanese Market Insights
 
Building Brands in Turbulent Times
Building Brands in Turbulent TimesBuilding Brands in Turbulent Times
Building Brands in Turbulent Times
 

Recently uploaded

IoT Insurance Observatory: summary 2024
IoT Insurance Observatory:  summary 2024IoT Insurance Observatory:  summary 2024
IoT Insurance Observatory: summary 2024Matteo Carbone
 
Investment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy CheruiyotInvestment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy Cheruiyotictsugar
 
Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03DallasHaselhorst
 
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City GurgaonCall Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaoncallgirls2057
 
Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Anamaria Contreras
 
Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Riya Pathan
 
2024 Numerator Consumer Study of Cannabis Usage
2024 Numerator Consumer Study of Cannabis Usage2024 Numerator Consumer Study of Cannabis Usage
2024 Numerator Consumer Study of Cannabis UsageNeil Kimberley
 
Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024Kirill Klimov
 
Intro to BCG's Carbon Emissions Benchmark_vF.pdf
Intro to BCG's Carbon Emissions Benchmark_vF.pdfIntro to BCG's Carbon Emissions Benchmark_vF.pdf
Intro to BCG's Carbon Emissions Benchmark_vF.pdfpollardmorgan
 
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfAPRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfRbc Rbcua
 
Youth Involvement in an Innovative Coconut Value Chain by Mwalimu Menza
Youth Involvement in an Innovative Coconut Value Chain by Mwalimu MenzaYouth Involvement in an Innovative Coconut Value Chain by Mwalimu Menza
Youth Involvement in an Innovative Coconut Value Chain by Mwalimu Menzaictsugar
 
8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCR8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCRashishs7044
 
Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...
Global Scenario On Sustainable  and Resilient Coconut Industry by Dr. Jelfina...Global Scenario On Sustainable  and Resilient Coconut Industry by Dr. Jelfina...
Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...ictsugar
 
Marketplace and Quality Assurance Presentation - Vincent Chirchir
Marketplace and Quality Assurance Presentation - Vincent ChirchirMarketplace and Quality Assurance Presentation - Vincent Chirchir
Marketplace and Quality Assurance Presentation - Vincent Chirchirictsugar
 
8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCR8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCRashishs7044
 
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckPitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckHajeJanKamps
 
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith PereraKenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Pereraictsugar
 
Contemporary Economic Issues Facing the Filipino Entrepreneur (1).pptx
Contemporary Economic Issues Facing the Filipino Entrepreneur (1).pptxContemporary Economic Issues Facing the Filipino Entrepreneur (1).pptx
Contemporary Economic Issues Facing the Filipino Entrepreneur (1).pptxMarkAnthonyAurellano
 

Recently uploaded (20)

IoT Insurance Observatory: summary 2024
IoT Insurance Observatory:  summary 2024IoT Insurance Observatory:  summary 2024
IoT Insurance Observatory: summary 2024
 
Investment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy CheruiyotInvestment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy Cheruiyot
 
Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03
 
Japan IT Week 2024 Brochure by 47Billion (English)
Japan IT Week 2024 Brochure by 47Billion (English)Japan IT Week 2024 Brochure by 47Billion (English)
Japan IT Week 2024 Brochure by 47Billion (English)
 
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City GurgaonCall Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
 
Call Us ➥9319373153▻Call Girls In North Goa
Call Us ➥9319373153▻Call Girls In North GoaCall Us ➥9319373153▻Call Girls In North Goa
Call Us ➥9319373153▻Call Girls In North Goa
 
Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.
 
Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737
 
2024 Numerator Consumer Study of Cannabis Usage
2024 Numerator Consumer Study of Cannabis Usage2024 Numerator Consumer Study of Cannabis Usage
2024 Numerator Consumer Study of Cannabis Usage
 
Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024
 
Intro to BCG's Carbon Emissions Benchmark_vF.pdf
Intro to BCG's Carbon Emissions Benchmark_vF.pdfIntro to BCG's Carbon Emissions Benchmark_vF.pdf
Intro to BCG's Carbon Emissions Benchmark_vF.pdf
 
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfAPRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdf
 
Youth Involvement in an Innovative Coconut Value Chain by Mwalimu Menza
Youth Involvement in an Innovative Coconut Value Chain by Mwalimu MenzaYouth Involvement in an Innovative Coconut Value Chain by Mwalimu Menza
Youth Involvement in an Innovative Coconut Value Chain by Mwalimu Menza
 
8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCR8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCR
 
Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...
Global Scenario On Sustainable  and Resilient Coconut Industry by Dr. Jelfina...Global Scenario On Sustainable  and Resilient Coconut Industry by Dr. Jelfina...
Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...
 
Marketplace and Quality Assurance Presentation - Vincent Chirchir
Marketplace and Quality Assurance Presentation - Vincent ChirchirMarketplace and Quality Assurance Presentation - Vincent Chirchir
Marketplace and Quality Assurance Presentation - Vincent Chirchir
 
8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCR8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCR
 
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckPitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
 
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith PereraKenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Perera
 
Contemporary Economic Issues Facing the Filipino Entrepreneur (1).pptx
Contemporary Economic Issues Facing the Filipino Entrepreneur (1).pptxContemporary Economic Issues Facing the Filipino Entrepreneur (1).pptx
Contemporary Economic Issues Facing the Filipino Entrepreneur (1).pptx
 

Making Sense - The Impact of Senses on Shopping and other articles

  • 1. ©XPotential 2010 October 2010 Feature Focus: Making sense We rely mostly on visual features when trying to influence consumers, but there are widely un-tapped opportunities to reach them on influential levels through other senses. Sound: • Musical tempo: One supermarket found slow in-store music to increased sales by 38% vs. fast tempo. • Volume: Loudness leads to shorter shopping times, but does not decrease number of purchases. One coffee shop used louder music at busy times to speed up consumer traffic flow. • Alignment: Bespoke store radio, fitting music to the shopping missions typical to different times of day has been shown to boost sales, and the theory could be applied to e commerce too. Many brands use sound well as part of their signature to create a holistic and memorable brand feel. McDonald’s “I’m loving it” is recognised by 93% of people who've heard it. Sound can even effect spending and product choice. Dr Adrian North, found people spent the most while listening to upmarket classical music, which evokes more affluent associations. In another study, he found that a French wine was more likely to be chosen over German when a store was playing French music. Chef, Heston Blumenthal, has found that use of sound can also increase product enjoyment. Diners found his oyster dish tastier when provided with sea sound effects (now part of the dish). Smell: 75% of our daily emotions are generated by smell and smells cue memory more effectively than any other sense. Issues: So sound and smell have been proven to effect consumers, but as a relatively unexplored approach, their use in marketing can be controversial. A few years ago in San Francisco, a “Got milk?” campaign used cookie- scented strips on their bus stop posters, which had to be removed after complaints. Although the cookie smell was congruent with the milk brand, in a bus stop the smell appeared confusing, unauthentic and suspicious. Fashion retailer, Hollister is renowned for its loud music, aimed to pump up customers and deter older shoppers who don’t fit their cool image. Due to company policy, the music must remain at 80-85 decibels, even though it poses a danger of permanent hearing loss to employees. Consumer Connections: What’s on offer? With new laws to monitor use of misleading offers being put in place in the UK, many retailers and manufacturers will have to rethink the way they promote their products on offer. This provides an opportunity to reconsider some key points in constructing effective offers. The new laws proposed by the Office of Fair Trading (to come into effect this December) aim to protect consumers from misleading and confusing promotions that make it difficult to see true value and can lead to stress, annoyance and an unpleasant store- experience. These include: offer period extension, baiting (where availability is very limited) and tighter regulations on the use of the word “free”, for example in the extensively used BOGOF - a move bringing the UK closer to EU countries like (continued on next page) Trend Spotting: UGC ads - Peperami The latest brand to dabble in User Generated Content (UGC) Advertising is the sausage-snack brand, Peperami, aiming to be “bold, experimental and engaging”. Crowd-sourced ads offer some attractive features: consumer engagement, social media activity and buzz. But what will happen when the trend becomes passé and loses the buzz? Wannabe creatives will still submit entries, but the goal of UGC competitions extends beyond entrants, to reaching a wider audience of voters and viewers whose interest does not depend on winning. Engagement is core in Peperami’s aim, but how engaging have they been compared to their peers? T-Mobile’s “Night In” show- cased happy customers’ in home-made ads. Peperami’s advert was made by an agency, using a pre-existing character. Doritos “King of Ads” crowd-sourced winner- selection to public vote. Peperami decided their own winner – choosing an entry from an advertising executive. Their only clear accomplishment was avoiding agency fees. And although UG ads are seen as a new “innovative” trend, sceptics point out that crowd-sourcing takes group collaboration, these are really just competitions, the likes of which (for radio jingles) have been around for the best part of a century.
  • 2. ©XPotential 2010 -2- Retail Therapy: Drive-thru Tesco The eyes of dubious analysts are on Tesco as they pilot their drive-thru collect service for shopping online. The service is aimed at those such as busy mums who can’t commit to waiting in for home delivery and don’t want to drag their kids around the store. Analysts say that there’s little potential to roll the service out across stores as they are simply not big enough to operate the service efficiently. It could be argued that the issue of waiting in for delivery could be addressed by using this budget to take on a bigger delivery fleet in order to shorten the waiting at home time instead. Some retailers, such as Boots, already offer an order online, collect in-store service. However the volume of a Boots shopping trip is considerably less than a Tesco’s one and the customer is still required to come in-store which means less extra staff are needed and there is the possibility of making further sales to them. Sceptics also point out that benefits could only be marginal, as only 5% of Tesco’s sales are made online, however this is over-looking the possibility that the convenience of the drive- thru service will attract more custom to Tesco.com. Online grocery shopping is not a format to be overlooked, with combined online grocery sales (of the main 5) now topping Waitrose’s sales and market share at 4.2%. With this growth and Tesco’s investment in online shopping through their piloted Drive- thru service, there could be some big implications for shopper marketing to consider, such as a new type of shopper journey; matters of signage, atmosphere, proximity and service are all still relevant but may need to be addressed in a new way, and if more retailers follow Tesco in encouraging online shopping, it’s worth the investment. Brand Barometers: Should Old Spice have gone funny? “Smell Like A Man” Old Spice campaign has become a famous social media success, boosting sales and awareness through use of humour – a well-crafted plan for the brand? Some experts think not, saying that turning the brand into a comedy subject will be damaging in the long run, alienating its original loyal consumers by making a joke of their product. They say that clear beliefs are what sell, humour confuses the message – is the ad trying to entertain or to inform about a product? But maybe Old Spice does both at once. Humour allows a message to reach people subconsciously, in a way that a serious ad with obvious selling objectives would not. It creates an association of positive feeling, as long as the brand is visibly placed and relevant to the humour, like Old Spice is. Humour also achieves higher audience attention span and a much better likelihood of user circulation (why would you send a serious advert to friends?). Market Watch is a snapshot of current issues and insights that can influence your consumers or customers and, therefore, impact your brand. If you would like further information about these articles or our services, you can reach us on: (44) 01628 485847 or visit our website www.xpotential.co.uk XPotential aligns individuals, functions and organisations, throughout the world, to create and deliver brand equity. Consumer Connections: What’s on offer cont.? Germany, where use of the term “free” is prohibited unless no money is exchanged at all. The rules crack down on limited availability offers, but is this necessary? Yes, there is a feeling of disappointment if you miss the chance to benefit from an offer, but without the possibility of missing out, motivation to get to the shop quickly depletes. One shopper sums it up, “I don’t want to feel cheap, I want to feel lucky”. Shoppers not wanting to feel “cheap” is an insight supported by evidence that deep discounts don’t gain new consumers and their loyalty effectively. The Institute of Promotional Marketing has warned that discounts over 25% aren’t effective in persuading shoppers to try a new product or be loyal to it. Over half of consumers would switch brand on a shallow discount coupon. Customers were more loyal to a coupon product when discount was lower. Some suggest that price cuts even damage brands, and that a more effective and brand-building tactic is to use promotions that offer something extra rather than a discounted price. For example, Marmite’s promotion packs entitling consumers to a free Horrid Henry audio book download, engaging consumers on a more memorable, meaningful and unique level than big discounts would. So this re-examination of promotional offers could encourage an effective shift in thinking, away from “limited offer” extensions that reduce the sought after “lucky” feeling and away from promotions based on cheapness which are ineffective in changing loyalty. Remember, “I don’t want to feel cheap, I want to feel lucky”.