Psychologist Ignacio Morgado says in How do we perceive the world? that emotion is quick and unconscious and, therefore, is what determines our behavior. The rational brain is evolutionarily more modern, but it is slow. “For each of us the most important is what our brain perceives of what we call reality, what we feel.”
If when we take decisions emotional weight is key, it will also be in action purchase although the traditional marketing working in retail has not given enough attention. Neuromarketing applied neuroscientific techniques to predict patterns of consumers studying, for example, the effects of advertising and other communications in human brain.
Does the package influences the taste of food?
Neuroscientist and expert in neuromarketing at the University of Oxford (UK), Charles Spence, is one of the researchers that has delved into how the taste of food is conditioned by external stimuli. As an example, a change made by the company Cadbury in the format of Dairy Milk chocolate bars which resulted in many complaints about the new flavor of chocolate when, in fact, the only thing that had changed was the form. According to the expert, the circle shape is sweetness while angular shapes emphasize the bitter taste and flavor is also influenced by the color of the packaging, labeling, covered type or location.
Other examples can be found in stores where they study the sensory experiences of shopping environment to increase sales. The use of coffee smell to attract to this product. The famous anchor price at launch of new objects or the limitation of time with the slogan “Buy Now” as techniques that catch the eye.
An archetype of leading retail is Mercadona, which has developed its own white label with great success achieving positive contact with the consumer. The experiences of their branded products, from brand information to sales, make them relevant to the daily lives of people. Mercadona has also implemented the model of ‘store environments’ in their establishments. The atmosphere and organization of each section becomes a kind of second package of products containing and generates certain comfortable feeling on the consumer. To all of them surrounding a third room, the store, the third harmonic package.
In retail, predicting the behavior of consumers can directly increase sales. How? Scientific measuring in real time the emotions and the degree of attention. Providing details of what happens in the store, such as trafficking or sex and emotions, to synchronize information advertising or environmental elements. Discovering how users interact with our product away from a traditional surveys, which do not provide accurate data tested. Creating advertising tailored to the metrics that stimulate emotion in the observer boosting consumption.
Strengthen the right emotions provide quality experience to the user that ultimately leads to buy certain product that has connected with him or her.