Learn about some neuromarketing techniques to improve the customer experience in your store!
If you are already an Acquabios reseller or are familiar with our communication channels, you already know that neuromarketing offers some accurate strategies when thinking about your brand identity and positioning.
If you are already an Acquabios reseller or are familiar with our communication channels, you already know that neuromarketing offers some accurate strategies when thinking about your brand identity and positioning.
Today we are going to talk about how these strategies can also be used at points of sale and why they are effective in holding the attention of customers, in addition to favoring the purchase process.
Neuromarketing research aims to verify which stimuli lead consumers to prefer one product to another and what is the purchase journey that this consumer goes through until his decision is made. In addition, neuromarketing offers strategies that improve the company-consumer relationship, as it allows the market to better understand the needs and desires of its potential customers.
Neuromarketing applied to the point of sale
One of the neuromarketing studies focused on points of sale concluded that consumers tend to opt for products that are at the center of displays and shelves, since it is at this point that the gaze is fixed for the longest time. According to the researchers, the final five seconds of the decision process are extremely important for choosing the product, since it is at this moment that the visual focus increases. The product that is seen prominently is remembered and bought. At this point, the organization of the products - and the store as a whole - is also important for consumers to make the purchase. It is known that 70% of purchase decisions are made at points of sale. A well-organized store, with available products, prices on display and without huge lines, is more likely to win over customers.
Another neuromarketing study points out that shelves with approximately 1.60 m work best, as they allow the customer to reach all products with ease, in addition to providing a comprehensive view of the store. To maximize the use of these shelves, the shopkeeper must create a path with them, displaying the most sought after products at the back of the store. This technique makes customers able to visualize where the products are, while forcing them to walk around the store, increasing the chance of the consumer finding - and buying - other products along the way.
Ambient lighting is also vital for sales. Well-lit stores that highlight specific products bring attention to them. This effect can be created either by changing the lamps used at a specific point in the store or with the lighting angle, for example.
Why does neuromarketing work?
We already know that the human brain is basically divided into three parts: the reptilian brain, responsible for the functioning of our organs and activated through primitive emotions such as fear, thirst, hunger and cold, among others. We also have the so-called limbic brain, responsible for processing and storing information and more complex emotions, activated by the senses of touch, smell, hearing, taste and vision. Finally, we have the neocortex, which is the part of the brain that controls our reasoning and social interactions, where decision-making takes place.
Any stimulus we receive activates the reptilian or limbic brain - and this happens without our awareness. From these stimuli, we make decisions and get the impression that we act rationally on a certain fact or product.
But, if emotions and memories have the power to make us like situations, people or things more or less, this means that we can make decisions only based on the emotions we feel - even if unconsciously - that is, the decisions we take, including those related to product purchases, can be efficient manipulations of our senses.
Do you already use some of these strategies at your point of sale? Keep following our communication channels to learn about this and other tips that can boost your sales.
