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Neuroscience applied to marketing & sales, what are we talking about?

neuroscience marketing sales packaging

Among current marketing and sales innovations, neuroscience is holding a leadership. Why? Just two words: efficiency and performance. Efficiency, because neuroscience techniques exclusively rely on science. Performance, because they make marketing and sales strategies more powerful. In this post I describe various applied neuroscience techniques.

 

 

TECHNOLOGICAL TOOLS

 

Whenever neurosciences and neuromarketing are mentioned the same mental pictures often come to mind. Pictures of technological tools taken from sci-fi movies, of researchers in lab coats, and of nonsense brain scans. Recognize any of your own mental shortcuts? Indeed, neuromarketing sometimes consists of measuring consumers’ physiological responses when placed in various situations and under various stimuli.

 

neuroscience marketing sales packaging

Magnetic Resonance Imagery (MRI), for instance, helps determine which brain areas fire when consumers are exposed to these stimuli. Eye-tracking consists of identifying what customers gaze at and pay attention to when watching adverts or looking at supermarket shelves. Skin conductance is considered as a measure of stress and focus.

 

 

 

TALKING ABOUT EFFICIENCY?

 

Technological tools are probably the most well-known neuromarketing techniques. Yet, their relevance should be toned down a little. Indeed, these tools are mainly descriptive, and only slightly functional. Concretely, it means that their main purpose is often to measure customers’ unconscious reactions, such as emotions, to various stimuli.

 

These measurements’ predictive value on intentions and behaviours is often weak. For instance, as dramatic and shocking as road safety or anti-tobacco ads can be, their impact on people’s behaviour is rather weak.

 

Eye-tracking techniques helps determine what elements of adverts or packaging consumers place their attention on. This is an interesting tool for branding. For instance to understand how to increase brand familiarity. From a strict functional point of view though, determining where customers gaze is of little interest to influence their judgments and adjust your marketing strategy accordingly.

 

 

 

 

In conclusion, technological tools are probably part of the most well-known neuromarketing techniques. Their use and efficiency are still restricted to a very limited array of situations and contexts.

 

 

MASTERING CUSTOMER PSYCHOLOGY

 

neurosciences marketing ventes

Customer psychology refers to the techniques, and our knowledge, of how people perceive information, memorize it and adjust their behaviour accordingly. Contrary to technological tools, customer psychology techniques are less familiar, but more functional and directly applicable.

 

For instance, at ANALYTICA, we have developed CogniMenu, a menu engineering service aimed at boosting restaurants’ sales. To this end, we anticipate how customers make decisions when facing several options. With that in mind, we work on the menu’s layout and pricing so as to encourage customers to pick the highest-margin meals. Thus increasing restaurants’ average benefits.

cognimenu logo menu engineering

 

This is possible because the way that people process information and make decisions is to some extent predictable. CogniMenu organizes information on a menu in a way that guides customers’ towards buying the meals restaurants want to promote.

 

 

IMPROVING CUSTOMER STUDIES

 

neuroscience marketing sales packaging

The benefit of neuroscience-based customer studies is to avoid ineffective, traditional methods that record people’s subjective verbal statements. Contrary to general belief, people do not say what they do, and do not do what they say. In contrast, neuromarketing enables us to understand customers’ perception, representations and judgments whilst avoiding the biases of traditional studies.

 

 

 

Neurosciences vs. traditional marketing: customers do not say what they do, and do not do what they say... Click To Tweet

 

 

It is an alternative method aimed at determining what customers really think about a product, beyond unreliable verbal statements. In a traditional customer study for instance, customers can be asked if they would buy UK-grown tomatoes (verbal answer). Instead, a neuroscience-based study would first assess consumers’ perception of vegetables’ origins from the packaging. Then be asked about their preference between two products. One in which the packaging mentions the tomatoes’ origin and one in which the packaging does not.

 

 

neurosciences marketing sales packaging

 

 

NEUROSCIENCE-BASED PACKAGING

 

neuroscience marketing sales packaging

“Vice product” corresponds to the biscuits, and “Virtue product” corresponds to the fruit juice

Scientific literature is full of neuroscience studies showing how small packaging details affect consumers’ unconscious perceptions and judgments. By understanding how these details influence buyers’ intentions and behaviours, you can set up a marketing and sales strategy that is more powerful and efficient.

 

 

 

 

 

 

 

NEUROSCIENCE-BASED SEGMENTATION

 

neuroscience marketing sales packaging

Taking customers’ personality into account can help you communicate better and more efficiently. Do you think that you should communicate with a whole age category the same way? Then think again. Scientific studies show that whatever the segment you target (age, geographical location, socio-economic status), it is more efficient to adjust promotional messages to your target’s personality to generate sales.

 

 

 

 

 

In conclusion, neuroscience offers many innovative methods to improve your marketing and sales strategy. This enables you to reach your target more efficiently.

 

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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.

 

 

tests consommateurs neurosciences

How to improve customer studies with behavioural sciences?

customer studies packaging neurosciences

Customer studies… Let’s face it: customers do not say what they do, and do not do what they say. So how can we really understand how customers perceive and evaluate your products and their packaging?

 

 

 

 

In his recent book Experimentation works, Stefan Thomke, a professor at Harvard Business School, quotes a manager from Booking (booking.com) speaking about customers’ behaviour:customer studies packaging neurosciences

 

“We see evidence every day that people are terrible at guessing. Our predictions of how customers behave are wrong nine out of ten times.”

 

 

TRADITIONAL VS NEUROSCIENCE-BASED CUSTOMER STUDIES

 

Traditional customer studies are beneficial to understand people’s preferences and habits. They are a strategic phase of the development of products and packaging. Once strategic decisions have been made, how can we be sure that creations and messages are perceived as expected by customers?

 

 

customer studies packaging neurosciences

Are the colours and texture of a new mobile phone congruent with the claim that it is the lightest phone on the market? Is a Union Jack sufficient for a product to be perceived as made in the UK? Does the font type reflect a product of quality and authenticity? Should the teaspoon on the cereal packet be placed on the bowl’s left or right? Shall the advertisement’s background be the same colour as the displayed product? Should the triangular shape of the pasta packet’s transparent window be pointing downwards or upwards?

 

 

 

Customer studies based on psychology enable us to objectively assess people's perceptions and judgments Click To Tweet

 

 

Such questions about the impact and efficacy of products and packaging can hardly be answered with traditional customer studies. Conversely, all of them have been answered thanks to behavioural science. Customer studies based on psychology enable us to objectively assess people’s perceptions and judgments. They are also useful to understand your clients’ unconscious judgments; the very judgments that they cannot express because customers’ answers are usually biased and influenced by many factors! Eventually, you will obtain accurate information about the psychological impact of your product and its packaging on consumers (e.g. font, colours, claims, weight, size, texture, etc.).

 

 

customer studies packaging neurosciences

 

 

EXAMPLES OF CUSTOMER STUDIES

 

For these products, the darker version was judged by consumers as heavier and more durable than the lighter version, but also less user-friendly.

 

 

customer studies packaging neurosciences

 

 

In this example, biscuit and fruit juice manufacturers wondered whether person-like drawings could improve purchase intentions. Customer studies have shown that the impact of person-like drawings depends on the type of product sold. It improves purchase intentions for “hedonic” and calorific products (biscuits = vice product). However, it decreases purchase intentions for healthy products (fruit juice = virtue product).

 

 

customer studies packaging neurosciences

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

 

 

See these packaging infographics about Campbell’s soup. Each improvement has been tested and validated through studies about customers’ perceptions and judgments. Traditional customer studies could not have found that the logo placed on top attracted too much attention. Or that the spoon triggered a minimal emotional reaction.

 

 

customer studies packaging neurosciences

 

 

The benefit of using neurosciences and psychology for customer studies is thus manifold:

 

 

AVOID INFLUENCING CUSTOMERS’ ANSWERS

 

It is easy to influence people’s answers to a survey. One just has to ask questions in a way that encourages a particular answer.

 

 

Often, the survey designer is not aware of that influence. As a consequence, collected data turn out to be useless and of poor quality. But these data will still be used to make strategic decisions. For instance, Steve Jobs, the iconic but this time misled Apple CEO, said in 2003:

Steve Jobs

 

“People have told us over and over and over again, they don’t want to rent their music… they don’t want subscriptions.”

 

 

Conversely, customer studies based on social psychology principles enable us to assess people’s perceptions and judgments objectively, including unconscious representations and judgments that customers do not verbally express.

 

 

DETERMINING CUSTOMERS’ PERCEPTIONS & JUDGMENTS BEYOND VERBAL STATEMENTS

 

If you think that customer studies are only about assessing your target’s preference for a given product or packaging, then neurosciences won’t help you. Ordinary surveys are sufficient to understand such preferences. Conversely, behavioural sciences allow for more innovative customer studies to be conducted. Collected data about the impact of a product or a packaging are virtually limitless!

 

 

Every detail of a product or its packaging can have a tremendous impact on consumer perception Click To Tweet

 

 

Customer studies based on neuroscience help to confirm whether new products and packaging trigger the expected perception. They enable us to understand customers’ unconscious judgments. Genuine judgments that your customers cannot properly express. Every detail of a product or its packaging can have a tremendous impact on consumer perception. This is why behavioural sciences have become essential for customer studies.

customer studies packaging neurosciences

 

 

In this example, the labels of Champagne bottles vary in complexity. Do you wish to communicate a ‘feminine’ feeling? The label on the right should rather be used. Do you wish to communicate a sensation of ‘modernity’ and ‘authenticity’? The label on the left is more likely to generate them. Would these conclusions have been reached following traditional customer studies and creators’ mere intuitions? No.

 

 

 

 

 

 

IN SUMMARY

 

Behavioural sciences enable us to access significantly more data that traditional customer studies. Perceptions, representations, judgments, intentions… Neurosciences, along with social psychology, possess technical tools to accurately assess the objective impact of a new product or its packaging on consumers. And these tools go beyond simple statements that often turn out to be biased and subjective. Your customers show unconscious judgments and representations that traditional customer studies cannot identify. Because each and every conception detail can have an unexpected but substantial influence on consumers’ perceptions and intentions, neurosciences provide more reliable and more objective methods than intuition or chance.

 

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ABOUT THE AUTHOR:

Morgan David

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.

 

 

 

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.

 

 

billets ventes prix psychologiques

How to increase prices without decreasing sales: 1) Psychological prices

 

billets ventes prix psychologiques

Setting high prices without impeding sales is the neuromarketing aim of all retailers. Here I describe a simple technique to reach that goal via the use of “psychological” prices.

 

 

 

The linear relationship between sales volume and price is a basic selling principle. If customers act rationally, sales volume is expected to decrease as prices increase. Conversely, sales volume should increase when prices decrease. This idea is correct in theory. Indeed, this relationship is commonly found; especially as far as Fast-Moving Consumer Goods (FMCG) are concerned. This is because their prices usually show little elasticity. That does not mean that the above-mentioned negative relationship is true in every context. There are situations where price drops do not cause an increase in sales volume. And others where a price increase does not genuinely lead to sales’ decrease. We could just as well conclude that businesses and retailers suffer from missed opportunities to raise their profits!

 

 

psychological prices

 

 

PSYCHOLOGICAL PRICES

 

Psychological prices are certainly the most popular and used neuromarketing technique. Scientific studies show that consumers’ brains tend to focus on the first digits of prices. For instance, a product priced at £7.99 will appear as less expensive as the same product priced at £8.00; despite the 1 pence difference being minimal. This is because our brain tends to focus on the “7” digit for the first price, and on the “8” digit for the second one.

Offering a product priced at £7.99 instead of £8.00 can potentially help you enjoy a higher sales volume. This will also substantially compensate for the 1-pence loss per product. Indeed, your customers will perceive the £7.99 product as less expensive, and thus more affordable.

Following this rationale, a product priced at £7.00 will be perceived as roughly as expensive as a £7.99 product. In both cases, the price’s first digit is the same (“7”). Pricing your product at £7.00 in this situation should not lead you to enjoy as many sales as you could expect. The price decrease from £7.99 to £7.00 will be perceived by your customers’ brain as less important than it really is. Consequently, you may rather suffer from a profit loss of 99 cents per product (12%). This loss may, eventually, be hard to compensate for with an increase of sales; hence, a missed opportunity to raise your profits.

 

 

Consumers' brains tend to focus on the first digits of prices Click To Tweet

 

 

A DOUBLE-EDGED SWORD

 

psychological prices sales

Please note, however, that psychological prices are a double-edged sword. Prices ending in 9 unconsciously refer to low-quality products. I would, thus, advise against using 9 as an ending for good-quality products. For instance, a high-end restaurant should use round numbers, such as £18, without decimals or options ending with 9. Conversely, a fast-food or casual restaurant would be advised to set its prices according to the psychological prices’ principle (£11.95 for a vegetarian pizza).

 

 

 

Prices ending in 9 unconsciously refer to low-quality products Click To Tweet

 

In a future blog article, I will emphasise the importance of customers’ psychology and the framing of prices for their potential to increase prices and 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.

 

 

cerveau marketing psychologie

Why psychology is essential to your marketing strategy

cerveau marketing psychologie

For some companies and some marketers, psychology is nothing but abstract science. Yet for the most informed ones, it is an innovative opportunity to understand and reach their target in an efficient way.

THE ISSUE

The challenge faced by marketing and sales campaigns is to accurately assign customers to different profiles. Campaigns thus either reach a single sociodemographic segment that is irrelevant and too extensive (generation X, Y, socioprofessional category, age, interests, and so on). Or they attempt to reach too wide a spectrum of various prospects in a unique and single manner. The latter strategy bears the risk of not reaching anyone by speaking to everyone all at once…

 

PSYCHOLOGY DECONSTRUCTS TRADITIONAL MARKETING SEGMENTS

Customers of a given segment – socioprofessional categories, sociodemography, age, location – can actually show substantial psychological differences. These customers won’t be sensitive to the same sales and marketing messages. Conversely, customers from these different traditional marketing segments may be sensitive to the same marketing content owing to similar psychological profiles.

psychologie marketing segmentation

The benefit of integrating psychology to your sales and marketing strategy is simple. Psychological segmentation criteria allows you to 1) categorize customers in a more accurate and relevant way than traditional marketing segments; and, 2) adjust sales and marketing content to different psychological profiles. Taking psychology into account enables you to establish new marketing segments that turns out to be more accurate, more efficient, and based on science.

WHAT ARE THESE PSYCHOLOGICAL PROFILES?

segmentation psychologie marketing

Your target can be categorized using psychological variables called psychometric scales. For instance, personality can be assessed following 5 scales – aka the Big Five – which are extraversion, neuroticism, agreeableness, openess to experience and conscientiousness. These scientifically-validated scales generate a score for every customer that is assessed. Sales and marketing content can then be tailored to different personalities for greater efficiency.

WHICH CONTENT FOR WHICH PROFILE?

In neuromarketing, the prevention-promotion psychological scale helps us identify different types of customers. On one hand, customers can be more sensitive to prevention-based content, such as the reduction of potential risks or uncertainty (ʺThe braking system of this new car model reduces braking distance and thus diminishes crash risksʺ). On the other hand, customers can be more sensitive to promotion-based content which emphasizes benefits (ʺWith a more efficient engine, this new car model allows you to cover longer distances with a single full tankʺ).

CONCRETE RESULTS

Bringing customer psychology to sales and marketing strategies remains underused. Yet, some pioneering companies have already obtained spectacular results. In a 2017 study, British and American researchers assessed the efficiency of tailoring advertising content to customers’ personality. The personality scales used were extraversion and openess to experience. Scientists recorded the number of mobile app. sales when advertising content was tailored to customers’ personality. These sales were compared to a second campaign where advertisements were the same for every customer. Results show that mobile app. sales increased by 79% when advertising content was tailored to customers’ personality.

psychology marketing strategy sales
Psychology applied to marketing and sales strategy in 3 phases

In a future post, we will discuss how to assess customers’ psychology and how to adjust sales and marketing content accordingly.

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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.

logo CogniMenu menu engineering

CogniMenu: an innovative service to boost UK restaurants’ sales

Restaurants commonly have two options to increase their benefits: to reduce their costs or to increase the amount of the average order. Building on the latter option, CogniMenu genuinely boosts restaurants’ sales with an innovative, yet simple and efficient solution that uses neuromarketing techniques.

 

 

Proposing good products does not automatically translate into effective sales. This is true in the catering and hospitality sectors as well as in many others. As passionate as the chef can be, and as delighted as clients might feel, managing sales effectively is of utmost importance to a restaurant owner. This requires anticipating and responding appropriately to customers’ expectations and behaviour which is an aspect of the selling process that is all too often missed by restaurant managers. Not much of a surprise, given that restaurant owners cannot simultaneously be chefs, managers, salespeople and marketers…

 

cognimenu

Based on these statements, CogniMenu has been created to help restaurant managers access a hitherto unexplored source of profit: their menu!

 

 

HOW DOES IT WORK?

 

From our experience virtually no menus are optimised in a way to make the best of what restaurants offer. Generating benefits through sorting out these lost sales opportunities is what CogniMenu provides.

 

CogniMenu uses the latest techniques from neuromarketing to anticipate customers’ psychology and behaviour, thus improving their experience as well as increasing restaurants’ profits.

 

CogniMenu brochure first pageThe good news is that these techniques are easily applicable and very efficient: we reinvent the structure, organisation and presentation of menus, the labelling of meals, and optimise prices. For example, carefully laying out meals under several sub-categories can improve orders and sales up to 25%. Also, improved meal labelling can increase sales by 27%!

 

 

 

CogniMenu’s process of sales’ improvement goes through the following three steps:

1) We identify priorities, objectives and opportunities to be explored with the restaurant manager

2) We provide a new optimised version of the restaurant’s menu.

3) You enjoy a rise in both your clients’ average order and your average margins.CogniMenu menu engineering

 

In addition, personal support in the application of an individualised and powerful sales marketing strategy can be offered.

 

See how CogniMenu has been efficient with our latest client:

 

Optimising menus to boost sales is easily applicable and a common technique in some countries, like the US. In the UK though, there is not any innovative service like CogniMenu!

 

To find out more about CogniMenu:

Web page: www.cabinet-analytica.fr/en/cognimenu_uk/

Email address: morgan.david@cabinet-analytica.fr

Twitter: @CogniMenu_UK

Phone: +33 651 402 001

 

neuromarketing marketing morgan david

What is neuromarketing?

Offering great services and great products is rarely enough to generate sales. The reason for this lies in our brain. As functional as it is, our brain does not always act in a rational way!

 

 

 

Our brain uses precise rules when collecting, processing information and eventually taking decisions. Neuromarketing consists of taking into account these decision rules, along with the way our brain works, to optimise customer experience and encourage purchases. Emphasis can thus be put on products and services that provide you with the highest margins and profits.

 

Neuromarketing is not magical! Techniques used are based on rigorous scientific evidence from psychology, and their efficiency has been proven to improve selling strategy. Neuromarketing is a great, reliable and efficient tool to increase sales, margins, and your customers’ satisfaction and loyalty.

 

SOME EXAMPLES

 

  • One of the most famous examples of neuromarketing are prices ending with the number 9. Labelling a product at £49 will appear more cost-effective in customers’ eyes and generate more sales than the same product labelled at £50. This is true, but not in every case. It has been proven that a price ending with zero, such as £50, increases customers’ quality perception of the corresponding product, thereby increasing purchase intent. Context indeed matters: a technique that is efficient to boost sales at a given point of purchase may not be as efficient at another one. It is neuromarketing experts’ work to adjust these techniques in a subtle and individualized way as a function of your needs and of your business’ peculiarities.

 

  • Another application consists of taking into account the way our brain makes choices: we mostly compare different options in a relative way, rarely an absolute way. For instance, a pair of shoes labelled at £40 will be perceived as a more of a deal when compared with another pair labelled at £50, than when compared with a third one at £30, and when on its own. This effect can be used to promote products and favour their purchase.

 

 

Neuromarketing and consumer psychology applied to packaging

 

 

  • Another technique linked to pricing consists of splitting the cost of a service to increase client loyalty. It has for instance been shown that people paying a monthly membership to a gym trained more regularly than people paying membership on an annual basis. Annual memberships decreased loyalty to the gym and to the brand, but also the consumption of side-products, such as food, drinks and sports equipment, sold in the facilities. In this situation, a monthly membership strategy seems like a more beneficial pricing strategy.

 

 

Neuromarketing is an efficient and easily applicable tool to boost sales Click To Tweet

 

 

Again, what is relevant and efficient for one business might not be the same for another one. The act of buying is known as being psychologically ‘painful’ for customers. Reducing the number of buying instances should in some cases be favoured. For instance, insurance companies could provide their clients with offers including several options at a given price rather than enabling them to add costly options separately.

 

To conclude, neuromarketing is an efficient and easily applicable tool to boost sales. Its associated techniques, when applied by experts, will lead to major improvements in customers’ satisfaction and loyalty, and increases in profits and margins.

 

 

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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 is the creator of CogniSales and of CogniMenu, the first neuromarketing service of new-generation menu engineering aimed at improving restaurants’ sales. Morgan David is the founder of Predicta Football, the 1st science-based talent identification tool for predictive recruitment in football.