Post by account_disabled on Mar 6, 2024 21:50:16 GMT -6
Has it ever happened to you to go into a store for a specific item and leave with a bag full of purchases? or See a store and feel a magical attraction that compels you to go in and buy 10 things you never thought you would need? Or the other way around... Are you looking for a little retail therapy and you don't like anything you see, nothing inspires you? The addition of neuromarketing and retail offers the opportunity to better understand the subconscious mechanisms involved in purchases, which determine whether we participate in a particular retail experience or not and why. How do customers experience the store or some of its parts? Is the shelving logically arranged? Does the packaging attract attention? Neuromarketing research helps capture specific moments in the consumer choice process. Let's see it with an example. Imagine a supermarket that does not do well in the wine section. To improve sales you decide to carry out a study. The result is that customers do not understand the shelf arrangement and cannot find what they are looking for.
How is this resolved? To optimize the shelf it is essential to know the basic patterns of the customer's gaze. People tend to search for the right shelf by identifying a prototype product. In this case they are looking for a bottle. Afterwards, a Paraguay Mobile Number List horizontal scan is started to find the correct product category, in this case wines. Once found, a vertical search begins to locate your favorite white wine. If this process does not go smoothly and customers experience problems at some point in this process, they will suffer from stress. To avoid this, a visual structure based on color or icons could be added to differentiate the types of wine on the shelf, for example, whites, rosés and reds. According to research, we process images much faster than text, hence the use of colors or icons. When the layout of products is less demanding on the brain, the workload decreases and the motivation to buy increases. How does your store create a social connection? For businesses, this new understanding of emotion-based decision making is a game-changer and has a major impact on how products are packaged, displayed and marketed, as well as marketing messages.
Even audience segmentation can be guided by types of emotional response. Neuromarketing has a significant impact not only on increasing sales but is also capable of creating a mutually beneficial experience for companies and consumers. By examining the customer journey from the buyer's perspective we can ask ourselves... What reasons and needs lead our customers to buy here and how can we meet or exceed their expectations? It's not just about making things pretty and colorful, when you go to a discount store you don't expect artistic displays or great complexity in the products. It is about responding to the client's expectations on an emotional level that reduces stress. First, you have to think about the customer's needs and expectations, then, what products or services can be offered. It is necessary to innovate, but innovation is meaningless without the buyer. Put the buyer at the top of your priorities and ask yourself… How can I make the purchasing process more comfortable and convenient for the buyer? Neuromarketing offers new tools to create value and make the customer feel more comfortable.
How is this resolved? To optimize the shelf it is essential to know the basic patterns of the customer's gaze. People tend to search for the right shelf by identifying a prototype product. In this case they are looking for a bottle. Afterwards, a Paraguay Mobile Number List horizontal scan is started to find the correct product category, in this case wines. Once found, a vertical search begins to locate your favorite white wine. If this process does not go smoothly and customers experience problems at some point in this process, they will suffer from stress. To avoid this, a visual structure based on color or icons could be added to differentiate the types of wine on the shelf, for example, whites, rosés and reds. According to research, we process images much faster than text, hence the use of colors or icons. When the layout of products is less demanding on the brain, the workload decreases and the motivation to buy increases. How does your store create a social connection? For businesses, this new understanding of emotion-based decision making is a game-changer and has a major impact on how products are packaged, displayed and marketed, as well as marketing messages.
Even audience segmentation can be guided by types of emotional response. Neuromarketing has a significant impact not only on increasing sales but is also capable of creating a mutually beneficial experience for companies and consumers. By examining the customer journey from the buyer's perspective we can ask ourselves... What reasons and needs lead our customers to buy here and how can we meet or exceed their expectations? It's not just about making things pretty and colorful, when you go to a discount store you don't expect artistic displays or great complexity in the products. It is about responding to the client's expectations on an emotional level that reduces stress. First, you have to think about the customer's needs and expectations, then, what products or services can be offered. It is necessary to innovate, but innovation is meaningless without the buyer. Put the buyer at the top of your priorities and ask yourself… How can I make the purchasing process more comfortable and convenient for the buyer? Neuromarketing offers new tools to create value and make the customer feel more comfortable.