“The man who is in command of persuasion

must be able to understand the

emotion” - Aristotle

$3Bn

$350Bn

1997 2011

This isn’t about Jobs or Apple’s domination

but it is about decisions

Your customers don’t know

how they decide

but that’s not all

They don’t know how to rate their tastes either

$150 $15

A" B"

A" B"

“They’re the same wine”

So, it’s clear... our decision making is not as great

as we believe it to be

Because we developed the ability to think

OLD BRAIN

RATIONAL THOUGHT?

NEW BRAIN

And too much

thinking is hard work

So often we don’t

think about much

We must give up the fight between rational and

emotional

R

E

It is accepted that emotion drives our behaviour

When businesses get it right they prosper

$461Bn $171Bn $58Bn

When businesses get it wrong they suffer

Gone in 26 days

Gone in 7 days

Gone in 60 days

Decision Sciences, Neuroscience &

Psychology has taught us

a lot about the emotional drivers

of decision making

So what drives emotion to the forefront of decisions?

Threats to Survival

Faces

Contextual Relevance

Sex

Emotional Displays

Novelty

Story & Creativity

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 a Toys ‘R’ Us Kid”

source: http://www.buzzfeed.com/thepitch/the-most-memorable-ad-jingles-of-all-time

From Theory

To Practice

There was only one way to go

It all started with a 60 second TV ad about 1000 mums

http://www.bestadsontv.com/ad/38511/Kmart-1000-mums-guess-the-price

That transformed into a store wide point of sale strategy

The results were mixed

Store Traffic

Store Sales

Kmart challenged convention on their in-store analysis

Were shoppers looking at the signs?

Here is the shopper view - you decide!

Eye tracking revealed signage was attracting visual attention

But still not enough to engage shoppers to shift their purchase habits!

So we recommended that Kmart apply the drivers of emotion

The results of all the in store changes has been incredible

Sales GrowthNew Store Design

Old Store

New Store

Dr Shane G Moon

insights that matter

shanegmoon@gmail.com