A Bunch of Small Big ideas for US Telecom Giants like AT&T, Verizon, Sprint, T-Mobile to Increase their Digital Accessory Sales

1. The Small Big
Rajesh Rangarajan
Vikram Krishnaraya
5To Increase Digital Accessory Sales
For US Telecom Giants

2. Did you know... How Hotel residents were persuaded to re-
use their towels & linens?
+33 % Increase
69% Compliance
75 % of people staying
in this room have reused
their towel.
Single Most Effective
Message
75 % of our guests
staying in this hotel
reuse their towel. Please
do so as well.
+26 % Increase
61% Compliance
Message 2
Please reuse your towels
and linens.
Environmental Benefits
Blah Blah Blah
35% Compliance
Message 1

3. Smallest Change
--
Biggest Difference

4. What do people look for when
buying accessories?
1. Choice
2. Affordability

5. What are the small ‘big’ things we
can do to persuade users to buy?

6. Small Big 1

7. What are the small ‘big’ things we
can do to persuade users to buy?

8. What are the small ‘big’ things we
can do to persuade users to buy?

9. What are the small ‘big’ things we
can do to persuade users to buy?

10. What are the small ‘big’ things we
can do to persuade users to buy?
Large Search Bar
“Indicates Catalog Vastness”
--

11. What are the small ‘big’ things we
can do to persuade users to buy?

12. 1 Increase the size of the Search BarO
Small Big Changes

13. Small Big 2

14. What are the small ‘big’ things we
can do to persuade users to buy?
Hidden Meanings in Logos / Designs...

15. Visual Cues within logos, anything, can be
used as powerful yet sutle persuasion
points
So how can the word “Accessories” be used to depict vastness
of its catalog or abundance in varieties offered?
amazon, FedEx

16. A ESSORIES
or
A ESSORIES
or

17. 1 Increase the size of the Search Bar
Small Big Changes
2 Add Subtle Visual Cues to the context in a way that
implies “Abundance”
O
O

18. Small Big 3

19. Guess what most people picked?
Wines by the Glass
Our house wine $5.00
Riesling $6.00
Gewürztraminer $6.75
Chardonnay $7.25
Sauvignon blanc $7.75
Syrah $8.50
Merlot $8.95
Cabernet sauvignon $10.50
Pinot Noir $11.25
How do you think that average ticket size was increased?
WHY?

20. The Order was reversed from High
to Low Wines by the Glass
Pinot Noir $11.25
Cabernet sauvignon $10.50
Merlot $8.95
Syrah $8.50
Sauvignon blanc $7.75
Chardonnay $7.25
Gewürztraminer $6.75
Riesling $6.00
Our house wine $5.00
How do you think that average was further increased?
Why did it
increase?

21. A Scooter Ad Wines by the Glass
Pinot Noir $11.25
Cabernet sauvignon $10.50
Merlot $8.95
Syrah $8.50
Sauvignon blanc $7.75
Chardonnay $7.25
Gewürztraminer $6.75
Riesling $6.00
Our house wine $5.00
Sargent Scooter
$2570.90

22. What are the small ‘big’ things we
can do to persuade users to buy?

23. 1 Increase the size of the Search Bar
Small Big Changes
2 Add Subtle Visual Cues to the context in a way that
implies “Abundance”
O
O
3 Re-Organize the Catalog as per pricing (or Social Proof)O

24. Small Big 4

25. What happened when JC Penny’s Ron
Johnson changed $9.99 to $10?
40 % Sales Drop
Why?

26. “People tend to be cognitive misers”
$9.99 is $9 and way lesser than $10.00 or $10
$29.90 is way lesser than $30
and in fact closer to $20

27. 1 Increase the size of the Search Bar
Small Big Changes
2 Add Subtle Visual Cues to the context in a way that
implies “Abundance”
O
O
3 Re-Organize the Catalog as per pricing (or Social Proof)O
4 Transition from Real to Psychological PricingO

28. Small Big 5

29. “Is Social Proof always Ratings & Reviews”
What is such Social Proof is not available?

30. 1 Increase the size of the Search Bar
Small Big Changes
2 Add Subtle Visual Cues to the context in a way that
implies “Abundance”
O
O
3 Re-Organize the Catalog as per pricing (or Social Proof)O
4 Transition from Real to Psychological PricingO
5 Show No. of Transactions & Active Transactions as Social ProofO

31. Preview of Proposed Small Big Changes

32. What are the small ‘big’ things we
can do to persuade users to buy?
CURRENT

33. What are the small ‘big’ things we
can do to persuade users to buy?
PROPOSED

34. What are the small ‘big’ things we
can do to persuade users to buy?
PROPOSED

35. What are the small ‘big’ things we
can do to persuade users to buy?
PROPOSED

36. What are the small ‘big’ things we
can do to persuade users to buy?
CURRENT

37. What are the small ‘big’ things we
can do to persuade users to buy?
PROPOSED

38. What are the small ‘big’ things we
can do to persuade users to buy?
PROPOSED

39. What are the small ‘big’ things we
can do to persuade users to buy?
PROPOSED
10,345 Purchases
20 People Currently Buying
This
1,50,201 Purchases
5 People Currently Buying
This
2,45,225 Purchases
72 People Currently Buying
This
15,888 Purchases
8 People Currently Buying
This
1,888 Purchases

40. Thank You
Rajesh Rangarajan
Vikram Krishnaraya
Small Big 5 Recap...
1 Increase the size of the Search Bar
2 Add Subtle Visual Cues to the context in a way that
implies “Abundance”
3 Re-Organize the Catalog as per pricing (or Social
Proof)
4 Transition from Real to Psychological Pricing
5 Show No. of Transactions & Active Transactions as
Social Proof