Shopping Choreography through Neuromarketing
kplus konzept cooperates in the multi-sensory staging of worlds of experience with various specialist partners. Armin Junge, CEO of the research institute Incore in Berlin gives us in this guest post a little insight into the possibilities of neuromarketing:
Our understanding of the brain has increased exponentially over the last five years. The targeted use of neuroscientific methods such as fMRI offers us insights which were unthinkable before. Particularly subconscious processes and emotions, which have a significant influence on our daily actions, can be measured and visualised with the methods of modern science.
This knowledge helps to fine tune marketing strategies and optimise product development and the design at the point of sale.
Recent projects have shown impressively how analysis of brain activity can precisely predict which of several point of sales ads actually achieves the highest revenue in a supermarket. The precision of this prediction significantly surpasses that of interviews of traditional market research. Newly developed and easily applied methods can for example create a “psychological” design of shopping malls and lead to increased customer frequency – all without the use of explicit or obvious measures. Highly effective are methods of behavioural change: they precisely analyse which motivations are pivotal in a given situation or environment and develop relevant influence strategies.
Following are some examples of practical applications:
Our project for the Dutch mass transit has shown that photos of libraries installed inside of passenger wagons significantly reduce the noise levels. Even casual viewing of the images makes us talk more quietly without us even realising it. Certain stimuli such as the artificially-created atmosphere of a library activate behavioural patterns without that we notice it. Similar methods are employed to change the behaviour of customers in shopping malls in order to create a choreography of calm and activity, relaxation and attention. These are new instruments for modulating purchase behaviour and retention rates.
The use of mirrors in a certain context reduces the walking speed of customers. This is based on the principle of self-awareness. Visitors of supermarkets unconsciously monitor their own walking speed though the movements of their shopping cart. Additional context factors can then change the movement of customers, such as the size of the floor tiles, the width of the joint between the tiles and the psychology of subconscious cues.
The strategic implementation of such measures influences the length of stay in certain areas, reduces or increases the chances for customers taking certain routes and affects the frequency of visiting the upper levels of a mall. Most importantly, the created behavioral change is subconscious and customers do not experience any manipulation. This is a crucial methodical advantage, which offers new strategies for the optimisation of sales areas and revolutionizes the possibilities at the point of sale.