From In­sights to Ap­pli­ca­tion

Point of Purchase - - INTERNATIONAL -

Hereare some in­sights on how to fling the shop­per into ac­tion which can also be ap­plied to ev­ery­day day re­al­ity. Will Leach, VP of Be­havioural Labs at Brain-Juicer, dis­cusses why Be­hav­iour De­sign may be the next evo­lu­tion for the Shop­per In­sights in­dus­try.The Shop­per In­sights in­dus­try made it through an im­por­tant life stage this sum­mer. An in­dus­try bar mitz­vah of sorts. 13 years have now passed since Paco Un­der­hill’s ground break­ing book “Why We Buy” hit book shelves and ar­guably launched an en­tire Shop­per In­sights in­dus­try. As many at­test, it be­came the proof point needed for academia, mar­ket­ing de­part­ments and con­sult­ing start-ups to tap into the shop­per’s mind­set and change the face of mar­ket­ing. Af­ter 13+ years into study­ing “the first mo­ment of truth” and sig­nif­i­cant in­vest­ments in a slew of new shop­per re­search meth­ods like mo­bile eth­nos, neuro-test­ing, vir­tual shelves, eye-track­ing and trip mis­sion seg­men­ta­tions, we can of­fi­cially pro­claim that shop­per in­sights are here to stay and still ex­pand­ing. Just look­ing at the growth of new shop­per con­fer­ences over the last few years shows the in­cred­i­ble mo­men­tum that is sur­round­ing this area. So now that we’ve made it through our in­for­ma­tive years, where will the next 13+ years of shop­per in­sights take us? Where will our in­dus­try need to place its bets to meet the high growth needs of the 21st cen­tury busi­ness en­vi­ron­ment? For some, “big data” holds the key to un­lock­ing new be­havioural in­sights cur­rently hid­den from re­searchers. Why rely on ask­ing shop­pers what they want when you can de­rive it from their be­hav­iours, right? For oth­ers, mo­bile tech­nol­ogy is the key to un­lock­ing those unar­tic­u­lated shop­per needs and emo­tions felt along the en­tire path to pur­chase. Fi­nally tech­nol­ogy has given us an easy way to gain the “in the mo­ment” in­sights that will drive new mar­ket­ing & shelf-back in­no­va­tion. All of these ef­forts and other ad­vance­ments will un­doubt­edly bring us closer than ever to the shop­per at their mo­ment of de­ci­sion. But as we talk to busi­ness lead­ers across var­i­ous in­dus­tries, we are start­ing to see greater need and in­ter­est in ad­vanc­ing the shop­per in­sights dis­ci­pline for­ward into a more con­sul­ta­tive role. To not only un­der­stand the “What” and “Why” be­hind shop­per be­hav­iour. But to also ex­pand our re­spon­si­bil­i­ties to own­ing these rich in­sights all the way to fi­nal ap­pli­ca­tion. In other words, own­ing the “Now What?” Af­ter the sig­nif­i­cant time, money and re­sources used to de­velop shop­per in­sights, some firms are start­ing to ques­tion if they are re­ceiv­ing the full value from their in­vest­ments. In their words, “un­der­stand­ing shop­pers won’t drive greater sales if we don’t know how to ap­ply those in­sights di­rectly into mar­ket­ing and in­no­va­tion.” Thank­fully there is a new area of re­search and ap­pli­ca­tion that we, and the en­tire shop­per in­sights and mar­ket­ing in­dus­try can draw upon to do just this…the be­havioural and de­ci­sion sciences. The last decade has been rev­o­lu­tion­ary in the ad­vance­ment of the be­havioural & de­ci­sion sciences, par­tic­u­larly Be­havioural Eco­nom­ics. From this work it is clear that we of­ten be­have ir­ra­tionally. That our pre­ex­ist­ing brand pref­er­ences aren’t al­ways nei­ther con­stant nor sta­ble due to the shop­ping en­vi­ron­ment it­self. As any­one who has shopped at a dis­count store on a Fri­day night knows….brands never live with­out con­text. The en­vi­ron­ment around our brands (be it mes­sag­ing, al­ter­na­tive of­fers, ad­ja­cen­cies, plan-o-gram, flow, even me­dia in other ar­eas of the store) have strong psy­cho­log­i­cal im­pact on our de­ci­sion to buy…or not buy. In fact…at the mo­ment of de­ci­sion, the choice en­vi­ron­ment heav­ily in­flu­ences shop­ping be­hav­iours. There­fore, only us­ing your shop­per in­sights as a means to build stronger brand eq­uity in-store isn’t enough. Gen­er­at­ing con­sumer pull alone rarely guar­an­tees a sale these days. In a world where the typ­i­cal per­son is ex­posed to hun­dreds of mar­ket­ing mes­sages and makes thou­sands of de­ci­sions daily, the chances of any one brand mes­sage be­ing able to tap into and influence some­one’s de­ci­sion is get­ting in­creas­ingly more dif­fi­cult. The fu­ture op­por­tu­ni­ties lie in our abil­ity to un­der­stand and tap into how peo­ple make de­ci­sions in spe­cific shop­ping con­text. That’s why I be­lieve that the be­havioural sciences, par­tic­u­larly be­hav­iorual eco­nom­ics, are the fu­ture of shop­per in­sights. These fields are rich with in­sight on the why’s of shop­ping be­hav­iour. But more im­por­tantly, they in­clude prac­ti­cal ways to ap­ply these in­sights to ev­ery­day mar­ket­ing and in­no­va­tion. . I re­cently left Pep­siCo to join in­ter­na­tional mar­ket re­search agency BrainJuicer. At Pepsi I headed up their Shop­per Mar­ket­ing & Retailing Test­ing lab­o­ra­tory where I stud­ied shop­ping be­hav­iour and how to ap­ply the be­havioural sciences to im­prove Pepsi’s mar­ket­ing. Now, at BrainJuicer, I’m ex­cited to bring my knowl­edge and learn­ing to in­ter­na­tional clients as VP, BrainJuicer Be­havioural Labs. So, back to the next 13 years. As the shop­per in­sights in­dus­try evolves and fur­ther de­fines its role across a broader in­dus­try, I see a fu­ture that expands its fo­cus, ca­pa­bil­i­ties and re­spon­si­bil­ity across 4 ar­eas. 1) From only fo­cus­ing on shop­per needs, to also fo­cus­ing on how in-store en­vi­ron­ments influence choice. 2) From only help­ing brands en­gage shop­pers, to also be­ing re­spon­si­ble for de­sign­ing en­gag­ing en­vi­ron­ments. 3) From shop­per test­ing the in-store por­tion of 360 eq­uity cam­paigns, to also con­sult­ing brands on how to influence en­tire pre-shop, shop and post-shop de­ci­sion cy­cles.

And lastly,

4) From help­ing in­ter­nal clients de­sign in-store mar­ket­ing ex­clu­sively through a Brand De­sign lens, to also de­sign­ing in-store mar­ket­ing that helps shop­pers make fast, in­tu­itive de­ci­sions through a Be­hav­iour De­sign lens

Will Leach VP of Be­havioural Labs Brain Juicer

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