Data affords us a glimpse into understanding the customer's purchasing behavior. The focus predominantly rests on the rational aspects of behavior – logic and predictable patterns. As though a person is purely rational. Does this approach not confine the consumer to a rigid category? Is the consumer genuinely themselves during a purchasing process?
Allow me to take you through my somewhat intricate journey. My sportswear often comes from Decathlon, but when it comes to a bike, I find myself exploring options at Canyon. Online, I procure my badminton and padel rackets at a considerably lower cost. Decent shoes are best sourced from the local sports store, while my cycling helmet finds its home at the specialized bike shop. As for my cycling glasses, I'm still on the lookout for the right and trustworthy channel. I seamlessly switch between local retailers, brands, and online and offline avenues, often without conscious realization.
As a consumer, I don't neatly fit into one profile; my motivations can be vastly different. Choices are made consciously or unconsciously, and impulsivity often plays a role. I like to believe I have everything under control and remain uninfluenced...
Our Brain's Art of Deception
Neuromarketers have a different perspective. Consumers, it turns out, make far fewer conscious choices than they might think.
The surge in interest in neuromarketing can be attributed to the availability of data sources tracing the consumer's journey. Google Analytics, Search Console, and numerous alternatives paint dashboards with figures and trends – rational data.
Emotional content is increasingly finding its place in the spotlight – NPS comments, heatmaps, product reviews, store pathways, and the like. This data may be somewhat fuzzier, but its value is heightened when it comes to truly understanding the customer.
Failure to delve into the consumer's head and heart means missing out on certain layers in the art of influence. Moreover, the consumer's brain is adept at deceiving. Consumers convince themselves that they're making a highly conscious choice, emphasizing reasons that rationalize the purchase.
The AIDA Alibi Model
When faced with an excessive array of choices on a webshop or in-store, decisions tend to be suboptimal, or worse, not made at all. Extensive options induce decision stress within our brains.
By spotlighting top products on the webshop and attaching an emotional label, such as "94% of buyers highly recommend this product," we provide consumers with an alibi justifying the purchase. This approach flips the well-known AIDA model (Attention, Interest, Desire, Action) on its head. Essentially, the decision is made as soon as a product grabs your attention – the A for action. Subsequently, the purchase is rationalized both rationally and emotionally (Desire and Interest). After the initial decision, reasons are conjured to legitimize the purchase. The first A in AIDA is more aptly named Alibi.
"Because you're worth it" – the enduring slogan of L'Oréal – holds its ground for over 50 years. A brilliant illustration of an alibi serving as a trigger for a purchase decision.
View the YouTube video here.
Ritualtainment
Our brains deem information more trustworthy when it comes from people we like. Brands that exude a personality people can relate to, such as L'Oréal, establish a stronger connection with the consumer. Each individual is uniquely sensitive to this connection.
Consumers, furthermore, prefer feeling like the protagonist in an immersive brand story, steering clear of being mere targets in a marketing campaign. Today's consumer is undeniably savvy.
The term "Ritualtainment," borrowed from retail designer Ibrahim Ibrahim, perfectly encapsulates how rituals and a dash of entertainment can influence the consumer's purchasing process.
In the Ohlala lingerie store, for instance, a gift voucher is offered, promising to be in your hands within three minutes. An hourglass at the counter makes this promise tangible. The ritual unfolding in the store entices the rational male buyer, blending an element of play with a touch of entertainment.
View the YouTube video here.
Jumbo supermarkets' chat checkouts also exemplify Ritualtainment. Older consumers, in this case, form an attachment not based on products or offerings but on the human and emotional factor.
The English language offers a witty play on words:
"The difference between TILL (box office) and THRILL (experience) is HR. In the end, it's all about people."
