Experiential Design as a Business Value Driver Part II
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Designing for the emotional impact on shopper behaviour and in store purchasing habits. Theory and practice of how great in store design can use decision science, neuroscience and psychology to vastly improve marketing effectiveness without contraining the design process.
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Experiential Design as a Business Value Driver Part II
- 1. “The man who is in command of persuasion must be able to understand the emotion” - Aristotle
- 3. This isn’t about Jobs or Apple’s domination but it is about decisions
- 4. Your customers don’t know how they decide but that’s not all
- 5. They don’t know how to rate their tastes either $150 $15 A" B"
- 6. A" B" “They’re the same wine”
- 7. So, it’s clear... our decision making is not as great as we believe it to be
- 8. Because we developed the ability to think OLD BRAIN RATIONAL THOUGHT? NEW BRAIN
- 9. And too much thinking is hard work
- 11. We must give up the fight between rational and emotional R E
- 12. It is accepted that emotion drives our behaviour
- 13. When businesses get it right they prosper $461Bn $171Bn $58Bn
- 14. When businesses get it wrong they suffer Gone in 26 days Gone in 7 days Gone in 60 days
- 15. Decision Sciences, Neuroscience & Psychology has taught us a lot about the emotional drivers of decision making
- 16. So what drives emotion to the forefront of decisions?
- 18. Faces
- 20. Sex
- 22. Novelty
- 24. Sound & Music Johnson & Johnson Band-Aid “Stuck on Me” Coca - Cola “I’d Like to Buy the World a Coke” Toys ‘R’ Us, “I Don’t Wanna Grow Up, I’m aToys ‘R’ Us Kid” source: http://www.buzzfeed.com/ thepitch/the-most-memorable-ad- jingles-of-all-time
- 26. There was only one way to go
- 27. It all started with a 60 second TV ad about 1000 mums http://www.bestadsontv.com/ad/38511/ Kmart-1000-mums-guess-the-price
- 28. That transformed into a store wide point of sale strategy
- 29. The results were mixed Store Traffic Store Sales
- 30. Kmart challenged convention on their in-store analysis Were shoppers looking at the signs? Here is the shopper view - you decide!
- 31. Eye tracking revealed signage was attracting visual attention But still not enough to engage shoppers to shift their purchase habits!
- 32. So we recommended that Kmart apply the drivers of emotion
- 33. The results of all the in store changes has been incredible Sales GrowthNew Store Design Old Store New Store
- 34. Dr Shane G Moon insights that matter shanegmoon@gmail.com