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How shoppers eating lunch before noon became the norm

  • Opinion
  • February 12, 2016
  • Renee Jaine
How shoppers eating lunch before noon became the norm

Have you heard placebo drugs dull pain more effectively when they cost $2.50 rather than 10 cents? That food tastes better when you eat it with heavy cutlery? And that we over-value products we’ve helped to create – a phenomenon known as ‘the Ikea effect’?

These are headline findings from the field of behavioural science, which incorporates behavioural economics, consumer research, psychology and other human sciences. The field is dedicated to understanding what really drives our choices and behaviour, and it turns out, we rely on mental shortcuts and (slightly irrational) instinctive thought processes, almost all of the time. It’s not that we can’t be rational and considered – but we don’t usually bother.

Behavioural science insights are important for retailers, as it can help them understand and even change the behaviour of their customers. Yet too often, commercially valuable insights live and die as anecdotes. So how can retailers more effectively incorporate behavioural insights into their marketing strategy?

I’d suggest following a three-step action plan.

First off, observe the behaviour that you want to change, the drivers that encourage action, and the barriers that hinder it.

Second, use behavioural insights to minimise the barriers you’ve identified, and enhance the drivers.

Third, run small-scale, real-world pilot tests, to see which behavioural insight most effectively changes behaviour. (Pilot tests are preferable to talking-based market research, because the parts of the brain that talk are relatively separate from the parts that drive most behaviour. So it’s far more effective to study what people do, not what they say they will do.)

This three-step process was used by #ogilvychange London and Kinetic, to change customers’ eating habits at a UK mall. The retailers were frustrated because their counters were quiet before midday, but they were swamped in the lunchtime rush.

They figured if some customers could be nudged to eat before noon, all patrons would be served faster and by less harried employees. This would boost the overall customer experience and allow vendors to sell more meals, as fewer patrons would be put off by the crowds. Problem was, people saw it as a bit weird to eat lunch before 12, so the real challenge was to create a new norm.

With this in mind, the team created and tested two different posters in the mall, both of which drew on behavioural insights.

The first poster redefined the ‘injunctive norm’ – or social rule – about when you should eat. It showed a woman eating a burger, with the line, ‘Who says lunch has to be after 12?’ When this poster was displayed, the number of before-noon visitors to the foodcourt increased 25 percent.

The second poster kept the same line, but it showed a group of people eating. The aim here was to create a ‘descriptive norm’ by making it seem like lots of people eat lunch before midday. And when this poster was up, the number of pre-noon visitors to the foodcourt increased by an impressive 75 percent.

Behavioural science insights shouldn’t be seen as cute stories to share by the water cooler. They’re powerful tools that we can use to truly understand and direct human behaviour. And now, it’s 11am and I’m off to eat my lunch – with a concrete fork.

This story was originally published in NZRetail magazine issue 741, December 2015 / January 2016.

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Gun retail will change after the Christchurch shooting

  • Opinion
  • March 18, 2019
  • Sarah Dunn
Gun retail will change after the Christchurch shooting

In the wake of an appalling attack, public sentiment around guns sales has changed. NZ Retail and The Register editor and associate publisher Sarah Dunn considers how gun retailers can work with the community in this new environment.

Read more
 
 
Sponsored content

Protect against porch pirates: The Courier Box

Necessity is the mother of innovation, and this is certainly the case for The Courier Box designer and developer Joanna Steel.

 
 

How did that happen: Customisable Products

  • News
  • March 14, 2019
  • Courtney Devereux
How did that happen: Customisable Products

According to the Forbes 2018 trend report consumers are increasingly searching for personalization of products, services, and experiences. From wallets, phone cases, apparel, pet accessories, plates, bedding, and even number plates, if it can be purchased, it can be monogrammed, personalized, and used as a display of our individualism.

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Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
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Here we go again

  • Opinion
  • March 14, 2019
  • Satish Ranchhod
Here we go again

After losing some steam over 2018, another year of moderate growth in retail spending is on the cards for 2019.

Read more
 
 

Kathmandu security breach may have captured customer data

  • News
  • March 14, 2019
  • Radio New Zealand
Kathmandu security breach may have captured customer data

Outdoor clothing and equipment retailer Kathmandu is investigating a suspected customer data breach on its trading websites.

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Briscoe Group notches another record annual result

  • News
  • March 14, 2019
  • Radio New Zealand
Briscoe Group notches another record annual result

Briscoe Group has reported a record full year profit after a surge of sales going into the Chirstmas shopping season.

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