Nowadays, it is a challenge to determine how we can meet the needs of the shopper in a positive manner, taking into account that, at the same time, it is important to think about a good financial retribution for the companies.
In this article, we will explain what neuromarketing is, what are its advantages and how it works.
Neuromarketing is defined as a marketing special field that teaches us to better understand the Shoppers’ behavior during the whole buying process and the role that emotions play in their buying decisions.
It is important to emphasize that neuromarketing doesn’t only cover the buying process from the moment the consumer buys a product or service, but it starts way before that, and concludes after that with the buying experience. It covers from the moment the consumer is considering buying the product, decides to buy it, buys it and enjoys it.
What are the advantages of neuromarketing?
1. Increasing sales based on the decision to buy.
2. The development of products or services aimed at the customer.
3. Improves the buying experience.
How does neuromarketing work?
Neuromarketing studies and interprets the emotional and sensory processes that move consumers to make the purchase.
What are the different types of neuromarketing?
Brands are the ones that design the set of consumer sensations, emotions and feelings through the different data items they have available to them. For this reason, there are several types of neuromarketing, and among them are:
1. Visual neuromarketing: This focuses on the sense of sight and everything that the shopper may be able to perceive through that sense.
It should be noted that each color and hue trigger a different sensation, which can be summarized this way:
“Consumers remember 5% of what they see, 2% of what they hear, 1% of what they touch, and 35% of what they smell”.1
2. Auditory neuromarketing: It is based on everything the shopper can perceive through the sense of hearing.
Sound (music) being played has a positive effect, as long as it is selected according to the place. For example:
Leisurely music in supermarkets helps to engage in unplanned shopping and to lose track of time.
In clothing stores, shoe stores, and decoration shops, music is directed to the type of target that each of them is going for.
“According to the first Audiobranding study, 72% of the time, people remember the brand sound, and 38% of people identify correctly and in a spontaneous manner the brand sound. 97% of companies believe the right music can empower the brand.”2
The ideal music for elevators and hotels is classical, as it helps reduce stress. At a gym, the ideal music is the most up-tempo, as it invites sportspeople to exercise and this way, accelerate their heart beat.
3. Kinetic Neuromarketing: It includes feel, taste and smell.
Some examples of it can be the smell of bread at the bakery, the texture of some fabric at a department store or the taste of a food sample at the supermarket.
“According to Mencía de Garcillán, publicity professor at Esic and expert in smell marketing, through our nose we can remember more than 10,000 aromas that can then turn into 10,000 commercial brands”.3
If we think about it, there are many brands that stand out for having very good neuromarketing strategies. Among them are:
1. Starbucks: Being a brand that applies the 5 senses of the consumer to its strategy.
2.Coca-Cola: Always inviting the consumers to be happy through their creative and innovative publicity.
“Coca-Cola is present in more than 206 countries and is the most best-known word in the world after ‘OK’. Its strategy for 2020 consisted in creating non-alcoholic beverages ready for using in each occasion and need”4
3. Red Bull: Clearly it doesn’t just sell a product, it sells a life-style of which more and more people every time want to be a part of (extreme activities).
4. Abercrombie & Fitch: For a long time, they have been scenting their stores with an iconic fragrance, “Fierce”.
5. Disney: It’s characterized by producing quality material., with the feature of generating emotions in the audience due to their association with magic and childhood.
Is it important to measure the Shopper’s behavior?
Monitoring the Shopper’s behavior can help you to have an idea of what you should and shouldn’t do at the moment you want to communicate with them, trying to close the purchase. This implies identifying the process that goes from the offer to the consumer, seeing how the shopper responds, and makes a final decision.
“Purchasing habits have turned 180 degrees from the advent of the internet, and measuring points have multiplied.” Mediasal Agency. 5
Is it important to measure the audience at the point of sales?
In recent years the shopper’s behavior has notably changed, and is in constant evolution. That is why it is now crucial for companies to measure the audience when trying to get to know customers, and that way create strategies.
Why is it important to measure the audience?
Measuring the results will help you check if the goals you set at the start of a project were reached, so it is the basis to attain success and improve.
What are the different ways of measuring the audience?
There are three different ways of measuring, among them are:
Quantitative: Measured in numbers, that is, number of sales, at the point of sales.
Qualitative: They are items that can’t be measured in numbers, for example, the customer’s opinion.
Return on Investment: ROI refers to the financial gain obtained from your investment.
Can the new technology help me measure the shopper’s behavior?
Of course, many modern inventions can help companies analyze the customer at the point of sale.
Among them we can find:
1. Facial recognition uses the computer visuals with automatic learning for the purpose of anonymously capturing several data items about the shoppers without having to ask for them in writing.
What information can I get through facial recognition?
a) Age Range
2. Players: Distributors who sell their products or services only on the online channel.
“According to AECOC, purchasing in pure player mode has increased without visibly reducing the visits to the physical store”. 6
NFC: A technology made from a system of short-range wireless communication (by proximity). It is featured in smartphones and tablets.
Beacons: These are small devices emitting a low frequency Bluetooth signal that can interact with any smartphone iOS or Android. It is the perfect tool for proximity marketing.
“Almost 95% of executives say that AI has a positive impact in their industry”.7
3. Screens: Currently, screens are indispensable in any store, as their usefulness and visual looks are their main characteristics. There is now a wide variety of tools in the retail field.
Neuromarketing helps you make more firm decisions and helps to better understand the shopper. For this purpose, various techniques have been developed that focus in finding out how the brain works, as well as measuring and quantifying the impact it has on any publicity, or influence that is applied to it. This will help you to identify who are your main consumers, as from then on you will make the right decisions, so that through the different stimuli your shopper will proceed to make unplanned purchases and thus your sales will increase.
Technology has evolved in the last few years, and the retail world is not falling behind. Physical stores are looking to change their design and functioning. This is the reason why they’re excited to implement these technologies, for the purpose of analyzing the shopper in an innovative manner and become aware of how good or bad the consumer experience is inside their establishment, and therefore find out what they should change.