The article “Customer-Centric Shopping Experience Neuroscience Deloitte 2018” focuses on what now makes the object of strategies for marketers: the subconscious mind. In addition, in order to have a flourishing business, your approach should be customer-centric. How and if the customers identify with your brand is a very important matter, and depending on the answer, your success is granted or not. If some of your questions are “How should my store concept capture customer attention?” or “How can I turn a visiting customer into a paying customer?” you need to read this!
The piece in discussion is supported by studies made by The Deloitte Neuroscience Institute regarding a better understanding of customer behavior. Marketers initiate using neuroscience, an explorative customer research strategy based on open questions, rather than the usual hypothesis-driven research. In comparison, the explorative neuroscience is a customer-centric strategy that’s also effective when it comes to supported costs. Neuroscience is also a remarkable way to measure, as the article reports- “the perception of shop design, product presentations and price promotions”.
Innovative Research in Retail
Mentioning the innovative type of research in retail – the explorative research, the article further remarks the shopping concept of the future. It hints that a brand should create a shopping experience that’s attractive and efficient, while it also enhances the service and navigation of online shops. When it comes to the website’s impact on customer behavior, neuroscience can be used to identify frustrations and topics where customers develop an increased level of attention, so the brand knows what to focus on. Knowing the focal point aids your brand in converting visitors into paying customers. Based on this idea, the paper references a case study where DNI collaborated with an online German retailer to optimize their online store. The selected consumers were set to shop online on the said online shop and while they did that, an eye- tracking device was recording their eye movements next to Electroencephalographic (EEG) brain recordings. The study found answers for questions such as “Which shop elements worked well as sales drivers?” or “What information was taken into account to drive decisions?”.
Neuroscientific data aids the enhancing of retail concepts
Studies of neuroscientific nature can be used to establish what are the factors that boost the customers’ motivation-to-buy along with the replacement of distractions in the online shop. The editorial refers to 4 important elements regarding this subject. When it comes to paint points, finding out what really influences customers’ level of satisfaction and drives buying behavior is crucial. As far as the orientation concept is concerned, neuroscience can measure and predict “both real-life and in-store experience and customer expectations”.
As for choice overload, the store range that is stressful or disturbing can be uncovered and reshaped in order to make the experience more enjoyable. Concerning price communication, unconscious reactions and perceptions regarding the pricing display are evaluated. In order to increase customer satisfaction using neuro-driven insights, the write-up is scientifically supported by a study case where real customers of a supermarket were selected. They were equipped with mobile eye tracker and a wearable EEG recorder, through which the shopping experience was further analyzed.
The article encourages marketers to use neuro-based strategies and to focus more on making a business customer-centric for successful results. To read the whole report from Deloitte, we encourage you to follow this link.