Versión en español, pulse aquí
When we talk about neuromarketing we think of the relationship between customer and company. But the truth is that it also has application within the organization itself, in what is often called internal customers.
Without entering into controversy over definitions of this term, I usually say that all members of the company are internal customers of other members who, in turn, so are others. That is, each and every one of that make a company are.
In my last post, I introduced the term: Shopping Experience, as the experience (positive or not) that a customer experiences with the company you purchase products or services, through all sales channels. This practice serves to distinguish one from another supplier and, therefore, to loyalty (if positive).
Well, this experience is not only between client-company. Also occurs between internal customers within the organization.
The Shopping Experience evokes the buyer values, which are those of the organization brand. If they already live among members of the corporation, will be much easier to let them reach customers.
I said that the shopping experience helped retain consumers, creating an emotional connection between them, but what the internal customer?, Do you also loyalty, is it necessary that loyalty?.
Yes is the answer to all three questions. We live a hard time doing that companies can not use the same tool they used years ago to loyalty employees. I'm talking about salary. Just four or five years, we saw how, given the scarcity of candidates, companies start offering high salaries for other employees and, in turn, try to remain in their own as long as possible.
Today there is no budget to maintain this practice but also know that just as the price is not a good tool for sales loyalty, neither is the salary for employees.
There is always someone who will sell cheaper than you. Someone will offer you the person you do not want to leave, rather than what you can offer. So what to do to loyalty employees?.
So we do to retain customers. If the Buying Experience helps create an emotional bond that is responsible for the loyalty, the emotional bond between employer-employee is also a powerful tool to help maintain this.
This is what some are calling "emotional salary". This is just the set of relationships and experiences that each member of the organization has with the rest. There will always be another company that can offer more money to an employee, but what he lives within the same with his companions, with the team, with its connection with the project, with the values of the brand with customers, is unique and unique (for better or for worse, in this case).
The Shopping Experience, start to live within the organization not only come faster to the customer, but will loyalty the members of this with the company.
Wednesday, May 23
Wednesday, May 9
Shopping experience: key to selling and loyalty
Versión en español, pulse en este enlace
Merchandising is the part of marketing that will optimize the placement of the articles in the shopping areas to facilitate and encourage the act of purchase.
The cash and carry type surfaces, the placement of items is critical to business success. Neuromarketing aims to measure the reaction of buyers in various commercial distributions to deduce, so what is the best.
In this case EEG is often used in combination with eye-tracking. The second tracks the eye movement, while the first measure which areas are activated in the brain of the potential buyer.
So with the union of these two techniques, we know what happens at the buyer's mind when looking at a particular location.
Of course, everyone is different. Make a study of this type with a single individual implies that the findings may not apply to an entire market. So choose a representative sample of the target remains key in such studies.
It is also important, get the person who participated in the test to behave naturally. That is, their behavior does not influence the knowledge that is participating in a test. This is one of the biggest challenges currently for neuromarketing. Changes are needed to improve both the systems used as in the protocols.
However, despite the difficulties discussed above, we are now able to offer studies whose findings are closer to reality than those obtained without the use of neuromarketing, thanks to a combination of techniques that I mentioned above.
But only not the location of items affect sales. Also the environment. Currently there is a trend of neuromarketing study with the combination of product placement, lighting and music retail space at the point of sale.
The current marketing attempts to reach the customer through every way possible. Thanks to these studies, conclusions are obtained as follows:
- Lighting plays a key role. So the same product, in the same location, has become more attractive if the light incident on the area where it is located. Not directly about the product. Playing with lighting can get that cold areas cease to be and become hot.
- Music influences act of purchasing. So there are musical styles that help sell products. Maintaining placement and lighting and changing the music, we see how we tend to buy certain products as we are hearing.
Placement is important, yes, but not the only thing that must be taken into account to ensure that the client live shopping experience. To this we must combine music, lighting and corporate values. Also flavors.
In next post will deal with more depth how to combine these elements, including other flavorings, to get buyers to live a unique shopping experience.
Is it possible to differentiate exactly selling the same products than the competition?. Of course it can. If we can get our customers a unique experience with the purchase, they will come to us attracted to it. The shopping experience is even more important than the product itself. The same product can be sold elsewhere, but what the buyer lives in our facilities is unique and characteristic of ours, for better or for worse.
Designing a proper shopping experience to our target and succeed still selling as well as others, are two roads that run parallel.
Merchandising is the part of marketing that will optimize the placement of the articles in the shopping areas to facilitate and encourage the act of purchase.
The cash and carry type surfaces, the placement of items is critical to business success. Neuromarketing aims to measure the reaction of buyers in various commercial distributions to deduce, so what is the best.
In this case EEG is often used in combination with eye-tracking. The second tracks the eye movement, while the first measure which areas are activated in the brain of the potential buyer.
So with the union of these two techniques, we know what happens at the buyer's mind when looking at a particular location.
Of course, everyone is different. Make a study of this type with a single individual implies that the findings may not apply to an entire market. So choose a representative sample of the target remains key in such studies.
It is also important, get the person who participated in the test to behave naturally. That is, their behavior does not influence the knowledge that is participating in a test. This is one of the biggest challenges currently for neuromarketing. Changes are needed to improve both the systems used as in the protocols.
However, despite the difficulties discussed above, we are now able to offer studies whose findings are closer to reality than those obtained without the use of neuromarketing, thanks to a combination of techniques that I mentioned above.
But only not the location of items affect sales. Also the environment. Currently there is a trend of neuromarketing study with the combination of product placement, lighting and music retail space at the point of sale.
The current marketing attempts to reach the customer through every way possible. Thanks to these studies, conclusions are obtained as follows:
- Lighting plays a key role. So the same product, in the same location, has become more attractive if the light incident on the area where it is located. Not directly about the product. Playing with lighting can get that cold areas cease to be and become hot.
- Music influences act of purchasing. So there are musical styles that help sell products. Maintaining placement and lighting and changing the music, we see how we tend to buy certain products as we are hearing.
Placement is important, yes, but not the only thing that must be taken into account to ensure that the client live shopping experience. To this we must combine music, lighting and corporate values. Also flavors.
In next post will deal with more depth how to combine these elements, including other flavorings, to get buyers to live a unique shopping experience.
Is it possible to differentiate exactly selling the same products than the competition?. Of course it can. If we can get our customers a unique experience with the purchase, they will come to us attracted to it. The shopping experience is even more important than the product itself. The same product can be sold elsewhere, but what the buyer lives in our facilities is unique and characteristic of ours, for better or for worse.
Designing a proper shopping experience to our target and succeed still selling as well as others, are two roads that run parallel.
Subscribe to:
Posts (Atom)