Wednesday, December 19

Impulse buying and neuromarketing

Versión en español, pulse aquí

The impulse purchase is a very high percentage in the usual basket. In commercial areas between 60% and 70% (depending on type) are unplanned purchases. In many sectors, such as vending, is practically the success or failure of a position.

These acquisitions that match also a need. But it is a rational, but emotional. You get the product because you feel the pressing obligation to buy. Want to experience what it feels like to have it or consume it now.

The lower the risk, the greater the likelihood of impulse purchase of a product. No impulse buying a car, unless their purchasing power is very high. In which case, the perceived risk is low.

How neuromarketing to study work on impulse buying?. Using EEG and eye tracking trying to measure what attracts emocionaly to a consumer to encourage impulse buying. It is not about forcing someone to buy something they do not want this or can not be profitable if it could. These products show the most appropriate way to attract those who do they want to buy.

Draws some conclusions from these studies:

First, the more prevalent emotion is easier to buy on impulse. Smell and hearing are senses with great evocative power. Well used to help maintain "the level of emotionality."

I commented before the buy button do not exist. There is no mechanism that can activate, and then we sell it or yes. But this kind of purchase if there are triggers. Factors favoring the boot process.

Why the slot machines while at rest emit lights and sounds?. They seek to be a trigger. And this, is transferable to other purchase?. Of course you do. If we leave out the scent of coffee around a vending machine of this type of product, the smell can be a trigger. Moreover, placing coffee aroma around the machine, observe (thanks to EEG) as the "reward area of the brain is active consumer with more intensity." This translates into an increased enjoyment of the product. And we've only released a scent, we have not altered the coffee.

But beware, there are also factors that can derail the sale. If we increase the price and approach the threshold of what a customer considers reasonable, the urge to purchase in most cases. We continue with the above example. If we increase the price of coffee to 3 € in an environment where you usually pay a maximum € 1.50, we noticed thanks to the eye-trackers and EEG how the customer is attracted by the location, the aroma and ilumnación, but not it takes to see the price. Gone is the emotion, rationality has made an appearance and ... Stopped process.

Do not just look for triggers. You must pay attention to those who can stop the process. Price is the most common these days. But the presentation or the shipping carton. We all love to find bargains, but not shabby products.

Make a deal breaker with those products whose packaging is damaged can be very harmful if not noticed that this is an "outlet". The customer not only stop the buying process. Remember also long offered products that are not in an optimal state. You will lose future sales. The client and that the recommendations made negative.

Getting through the senses, the client begins to enjoy the product before you purchase it is one of the most powerful triggers. Then you need to be very aware that nothing can stop it. Lastly (but not least) will not disappoint with the product so that the customer will enjoy it even more intensely.

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