Consumer Body Language Reveals Real Needs
The Neilsen Company recently completed a study entitled ‘Shopper Modality’ which studied the ‘body language’, or shopping modes, consumers adopt as they make specific purchases.
To better understand the scope of this study, think about the last time you shopped for groceries. Were you in a rush? Did you have other things on your mind? If so, you likely found yourself in what Neilson calls the ‘grab and go’ or auto-pilot state of mind, where you simply purchased the brands you’ve used in the past without forethought, price comparison, or other considerations.
As a marketer, your job is to disrupt this auto pilot mindset by forcing shoppers to reevaluate the decisions that lead them to purchasing the same brand repeatedly for no reason other than familiar packaging. Neilsen calls these well-planned interruptions ‘Delta Moments’. These can be applied differently to various categories of products. For example, grocery store shoppers purchasing coffee or butter will often grab-and-go, and are not likely to change brands readily, but those purchasing energy drinks might be open to advertising that engages and affects the buying decision. This would then be a good category in which to spend advertising dollars. At a retail clothing store, the same principles could be applied. Staple clothing items are likely purchased by brand familiarity, (“I love these bras. I would never switch to another brand.”), whereas customers investigating a new fragrance would be highly accepting of and even expect exciting advertisements, purchase inducements, and packaging.
When it comes to the customer experience, Neilsen’s study makes it apparent that even shopper body language must be taken into account when designing the ultimate customer experience.
Tags: Customer Experience, customer satisfaction, icc client exchange