the emotions of packaging, online and in-store - drs, 1/25/16

CONSUMERNEUROSCIENCE

BRICKSANDCLICKS:EMOTIONSINRETAIL

DigidayRetailSummitLagunaBeach,CAJanuary25,2016

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THEHUMANBRAINISCOMPLEX

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THENEUROSCIENCEOFEMOTIONALADSTopAdsHaveGreaterBrainAcMvityinKeyAreasRelatedtoInformaMonProcessing

StudyinpartnershipwithTimeWarnerMediaLab&TempleUniversityDecisionNeuroscienceTeam

HippocampusAmygdala STG

LPFC

Memory Formation Emotion

Generation Sensory Integration Reward Evaluation

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PERSONALRELEVANCEISKEYTopAdsAlsoGenerateGreaterBrainAcMvityinAreaRelatedtoPersonalRelevance

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HOLIDAYTRENDSFROM2015 BRICKSBEATCLICKS:•  ~90%ofconsumersusedbrickandmortar

retailers

•  ~80%citedseeing,touching,tryingitems,

andtheabilitytobrowseandbuytheitem

rightawayasthemajorreasons

DIGITALROLE:•  ~60%reportedusingmobilephoneswhile

shoppingin-store

•  Pricecomparisonsandreadingreviews

mostcommonuse

•  ~50%reportedresearchingpre-purchase

CLICKSPLUSBRICKS:•  ~30%reportedusing“clickandcollect”

resulMngin~70%buyingaddiMonalitems

Interna'onalCouncilofShoppingCenters,2016

THEEVOLVINGPATH-TO-PURCHASEWhatWasLinearisNowNon-Linear

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TheLinearPathisNowaRollerCoasterRide

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Pre-TailLinkagetoEngaging

MarkeMngCommunicaMonstoGenerateEmoMonalResponseandBuild

NeedStatesforBrand/Product

RetailShelfLayout

OpMmizaMon&PackageDesigntoGuideShoppersEasilytoBrand/ProductsbyTriggeringEmoMonal

DriversatPOP

Post-TailCustomerFulfillmentRelatedtoBrand/

ProductExperienceandRe-Experienceof

MarkeMngMaterialandPotenMalSocialMedia

Use

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Loyalty/HabitLoop

Considera'onLoop

NEEDSTATEACTIVATION

CONSIDERATION EVALUATION

ACTION

BOND


EXPERIENCEPURCHASE

AdoptedfromD.Edelman.HarvardBusinessReview.BrandinginaDigitalAge.December2010.

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Loyalty/HabitLoop

Considera'onLoop

NEEDSTATEACTIVATION


ACTION

BOND


EXPERIENCEPURCHASE

AdoptedfromD.Edelman.HarvardBusinessReview.BrandinginaDigitalAge.December2010.

BOND

ADVOCACY

HABITUATIONAdvocacyLoop

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PUTEMOTIONSATTHEHEARTOFYOURP2PSTRATEGY

FOCUSONBRICKSUnderstandingtheBrickandMortarEnvironment

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SHOPPERJOURNEYINRETAIL

SEARCH

DECIDE

INTERACT

SELECTNAVIGATE

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INCONTRAST,TIMESPENTINSTOREONLYACHIEVEDA.33CORRELATIONTOSALES

$0

$50

$100

$150

$200Am

ountSpe

ntinBigBoxRetailer($)

EmoIonScoreDuringKeyPhasesofPurchaseJourney

CorrelaIonofEmoIontoSales(+0.59)

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EMOTIONALJOURNEYIN-STORE

1.Entrance

5.Exit

2.Thehardworkstarts

3.Successisbuilding

4.Checkoutisrewarding

EmoM

onalReson

anceIn-Store

TimeIn-Store

OpMmalRewardPakerninProductCategoryB

Sub-OpMmalRewardPakerninProductCategoryA

CheckoutFrequentlyShowsHighLevelsofEmoMon

EmoMonsareHighEnteringtheStoreComingofftheStreetPriortothe“Work”ofShopping

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OPTIMALVS.SUB-OPTIMALJOURNEYS

endcaps

rewardsfoods

freesamples

congestionfrustration

Em

otio

nal J

ourn

ey

Time in Store Across Categories

rewards/promotions

easeofnavigation

endcaps

congestionfrustration

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VISUALHOTSPOTSANDBLINDSPOTS

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COMPARINGSHELFLAYOUT

2doorbeer 5doorbeer

Moreareasofhighemo'onwith5door

HighEmoIon

LowEmoIon(Emo$veDisconnect)

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► IN-STOREPOINT-OF-SALEMATERIAL

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► EMOTIONOFBOYDRAWSATTENTION

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►

4

5 3

1

2

6

1

4

2 5

3

6

SIMPLEVISUALPATHISFASTERTOCONSUME

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HighEmoMon

LowEmoMon

HighCogniMonLowCogniMon

4

5 3

1 2

6

1

4

25

3

6

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Anythingbut“soothing/nurturing”

•  Anoverwhelmingseaofcomplexity

•  ConfusionandFrustraMon

Generalnaviga$onaldisorienta$onexperiencedbymany…

“Theydon’thavechickennoodle…”

a10year-oldgirlsaidtoherdadwhohadsenthertothecondensedsecMon

IN-STOREDIDNOTMATCHINTHEHOME

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Old Design New Design

RE-DESIGNINGANICONICLABEL

Changesincluded:•  Addingsteam•  Enhancingthebowl•  Changingthefont•  Removinglogoborder•  Curvingedges

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66%

39%

65%77%

FixaMonDuraMon/Time BiometricImpact

ImpactofNewCanDesign

OldCan NewCan

EYETRACKINGVS.EMOTIONALIMPACT

FixaMonTime EmoMonalImpact

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Benefitclustersmade:DifferentvarieMesofsoupwerecolor-codedtohelpconsumersidenMfythemmoreeasily

Steamwasadded:BiometricsindicatedthatconsumershadagreateremoMonalresponseifthesoupappearedwarm

Spoonwasremoved:BiometricsdemonstratedthatthespoongeneratedlikleemoMonalresponse

Bowlwasupdated:Toconveycontemporaryfeel.

Logowasmoved:Eyetrackingdemonstratedthatwhenthelogowasplacedatthetop,itdrewakenMonawayfromotherelements,andtheredlabelmadeitdifficulttodifferenMatebetweenproducts

Reprinted from The Wall Street Journal

Old Label

New Label

NOTJUSTTHEPACKAGE

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NewDesignCHANGESTOTHEAISLEDESIGN

OldDesign

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NEWDESIGNMAKESSHOPPINGSOUPEASIER

LookatSoupOpMons DirectlyGotoProductofChoice TakefromMaximizer

CLICKSGROWINGFASTERTHANBRICKS?

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DIGITALAGE

©2015InnerscopeResearchInc.

COMMUNICATINGINTHEDIGITALAGE

31

BarisHigherThanEver

•  MoredistracMonsthaneverasplapormsandcontentproliferate

ShorterA]enIonSpans

•  ResearchsuggestsshorterakenMonandreducedmemoryinourdigitallives

EmoIons&Non-ConsciousMa]er

•  ConsumerneuroscienceiskeytocreaMngbreakthroughads

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SHOPPINGONLINEISMORECONVENIENT,LESSEMOTIONAL

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SEARCH&NAVIGATEONLINE:UNIQUECHALLENGES

2

65

43

1

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NAVIGATINGSHOPPERSTOPURCHASEOLDDESIGN NEWDESIGN

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Allofthetime23%

Often30%

Sometimes38%

Rarely7%

Never2%

Rarely or Never 9%

USEOFSMARTPHONESINSTORES

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SMARTPHONESLOWERFRUSTRATION

You’reatsnacks

Coca-cola 12-pack

FruityPebbles

ACTPopcorn

Campbell’sTomatoSoup

CloroxWipes

V8Fusion

MarieCallendar’s PotPie

HoneyBunchesofOats

Shoppinglist

SmartPhoneUsers Non-SmartPhoneUsers

40%LoweronFrustraIonDuringSearch

SmartphoneUsers Non-SmartphoneUsers

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SMARTPHONELISTSAPPS

vs.

SmartphoneLists

the emotions of packaging, online and in-store - drs, 1/25/16

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