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ventes neuromarketing

Using neuromarketing & customer psychology to improve selling processes

 

ventes neuromarketing

 

In a former blog post, we explained how neuromarketing and customer psychology can improve product design and packaging. But once your product has been designed and is ready to be sold, how to promote it and sell it efficiently? To this end, neuromarketing and customer psychology bring efficient evidence-based solutions.

 

 

 

1) SEGMENTING CUSTOMERS BASED ON THEIR PSYCHOLOGY

 

In order to promote products on a large scale, marketing segments based on customers’ psychology is a powerful and revolutionary technique. Psychological segments deconstruct traditional segments, like age, gender, socioeconomic status, salary or living area.

 

 

Traditional segments are less accurate than psychological segments to initiate marketing or selling actions Click To Tweet

 

 

Let’s imagine each traditional segment contains a cluster of persons who fit into it. Some segments will merge with one another and define personas: for instance Clare, 38yo, married, 2 kids, living in a suburban area, a qualified worker in a public company. Research in social psychology shows that psychological dimensions like openness to experience, extraversion or need for cognition, blend traditional segments. That means that these aforementioned psychological dimensions gather people from distinct traditional segments.

ventes neuromarketing

 

For what consequence? Traditional segments are less accurate than psychological segments to initiate marketing or selling actions. It’s useless to communicate with every 30 or 40-year-old in the same way. Age and other traditional segments are not the most relevant and efficient segments to tailor a message to your target. Personality is by far more useful.

 

For instance, one scientific study has shown that mobile application sales could increase by up to 79% when their promotional message was tailored to the target’s personality (see our former post here for a more detailed description). These findings led ANALYTICA to create a marketing innovation called PsychoSegments (see video with English subtitles below).

 

 

 

 

2) APPLYING PSYCHOLOGICAL PRICES

 

prix psychologiques ventes

Psychological prices are one of the most popular customer psychology techniques. Psychological prices consist of setting prices at a given threshold above which products are perceived to be too expensive. We all know the principle of prices ending with nine: a pair of trousers will be perceived as less expensive when priced at £49.99 than if it was sold at £50. Beware though! Nine-ending prices cannot be applied to every product or service. We explained why in a former post here.

 

 

 

 

3) ENCOURAGING PURCHASE DECISIONS

 

How to efficiently promote and sell a product? And most of all, how to encourage customers to purchase a product over another? This turns out to be rather simple, mainly because our decisions are predictable! Our brain perceives, analyses information and adjusts our behaviour in a predictable way. This is what we call ‘decision rules’.

 

 

it is rather easy to predict customers’ choice for a given product when the conditions favouring this choice are met Click To Tweet

 

 

Once these rules are known and understood, it is rather easy for an expert to predict customers’ choice for a given product when the conditions favouring this choice are met. Marketers then need to recreate these conditions to encourage selling the highest-margin products, for instance. Choice environments can consist of a commercial offer, where pricing and offer structure influence customers’ choices.

 selling CogniMenu menu engineering

A very concrete example is CogniMenu, a new generation menu-engineering tool developed by ANALYTICA. CogniMenu improves the selling efficiency of restaurants’ menus. The organisation of the menu, its structure and its pricing are all optimised following customer psychology principles. The ultimate goal is to encourage customers to pick highest-margin meals. This directly translates into an increase in average spending and in restaurants’ profits.

 

 

 

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ABOUT THE AUTHOR:

Dr Morgan DAVID   

A former academic and behavioural sciences expert, Dr Morgan David is the founder and director of ANALYTICA, a consultancy agency based in the UK and in France. ANALYTICA uses the way our brain works to design better products and better services in the realm of neuromarketing, webmarketing, customer experience, sales strategy and pricing tactics. ANALYTICA created CogniSales, a neuromarketing sales service, CogniMenu, the first new-generation menu engineering service, and Predicta Sports, a science-based talent identification tool for predictive recruitment in sports.

 

 

packaging

How to use neuromarketing & customer psychology for product design & packages?

 

packagesProduct designs & packages are often conceived by creative professionals. Whether they are designers, advertisers or communication experts, these specialists are gifted enough to invent elaborate and original creations. However, aesthetic creations do not automatically translate into something meaningful for customers’ perceptions, decisions and behaviour. Then why and how can we create products and packages that trigger a positive impact on customers’ perceptions and purchase intentions?

 

 

CREATING EFFICIENT PRODUCTS & PACKAGES

 

Offering products and packages in line with people’s needs and expectations is crucial for successful customer-experience and sales.

Neuromarketing and customer psychology help to predict which features of a product or a package will have an impact on people Click To Tweet

 

Neuromarketing and customer psychology help to predict which features of a product or a package will have an impact on people. For instance by determining how their perceptions are going to influence purchase decisions.

 

 

SOME APPLICATIONS

 

Take the example of Champagne bottle labels. It has been proven that labels with complex aesthetics are perceived as more feminine and sophisticated. Conversely, labels with a simpler design are perceived as more modern, successful and authentic.

 

 

packages

 

 

Another study focused on different products like laptops, suitcases, cars and pens. It has been shown that when these products wore dark colours, they were perceived as heavier, more durable, but also less user-friendly than the same products with lighter colours (see examples below).

 

 

packages

 

 

Campbell’s soups relied on neuromarketing the last time they revisited their packages.

 

 

packages

 

 

A final recent study has shown that “cute”, personified food displays, and realistic, neutral ones had a varying impact on purchase intentions depending on the type of food being sold.

 

 

packages

Vice product” corresponds to cookies, and “Virtue product” corresponds to fruit juice

 

 

ON THE INFORMED USE OF NEUROMARKETING & PSYCHOLOGY

 

We do not advocate that businesses should focus on the “superficial” features of their products. If your product is genuinely bad, customer-experience will inevitably be bad and prospects for repeat business should be reduced to null. Neuromarketing and customer psychology are not to help sell products that are insufficiently attractive, or to help make a product better than it actually is.

 

Neuromarketing and customer psychology are not to help sell products that are insufficiently attractive, or to help make a product better than it actually is Click To Tweet

 

That said, it is essential to take into account how people’s brains work and run empirical, scientific and objective trials. Without these, interpretations about how customers will perceive and react to your product is nothing but pure speculation. Studies of psychology applied to design and packaging, like the ones shown in this post, are manifold. To beat luck and predict which features will positively impact sales, neuromarketing and customer psychology are undoubtedly the most efficient tools currently available.

 

 

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ABOUT THE AUTHOR:

Dr Morgan DAVID   

A former academic and behavioural sciences expert, Dr Morgan David is the founder and director of ANALYTICA, a consultancy agency based in the UK and in France. ANALYTICA uses the way our brain works to design better products and better services in the realm of neuromarketing, webmarketing, customer experience, sales strategy and pricing tactics. ANALYTICA created CogniSales, a neuromarketing sales service, and CogniMenu, the first new-generation menu engineering service.