Nowadays, it is a challenge to identify how we can satisfy the needs of the shopper in a good way, taking into account that it is important to manage, at the same time, a good financial profitability in companies.
In this article, we will explain what neuromarketing is, what its advantages are and how it works.
Neuromarketing is defined as a marketing specialty that teaches us to better understand the behavior of Shoppers throughout the purchasing process and the role that emotions play in their purchasing decisions.
It is important to highlight that neuromarketing does not only cover the purchasing process from when the consumer buys the product or service, but begins before and ends after with their purchasing experience; It covers everything from when the consumer considers buying the product, decides to buy it, buys it and enjoys it.
1. Increase in sales based on the purchase decision.
2. Development of customer-focused products or services.
3. Improve the shopping experience.
It studies and interprets emotional and sensory processes that make consumers make their purchase.
Brands are those that design the set of sensations, emotions and feelings of the consumer, through different elements that they can find within their reach. For this reason, there are several types of neuromarketing and among them are:
1. Visual neuromarketing: This focuses on the sense of sight and everything that the shopper can perceive through this sense.
It is important to note that each color and hue offers a different feeling, which can be summarized in this way:
Consumers remember 5% of what they see, 2% of what they hear, 1% of what they touch and 35% of what they smell. .1
2. Auditory neuromarketing: It is based on everything that the shopper can perceive through the sense of hearing.
The sound (music) to be played has a positive effect, as long as it is selected according to the place, for example:
The paused music in supermarkets helps to make unplanned purchases and to lose track of time.
In clothing stores, shoe stores and home decor stores, the music will be aimed at the type of Target that each of these serves.
According to the first Audiobranding study, 72% of the time the sound of the brands is remembered and 38% correctly and spontaneously identify the sound of the brands. 97% of companies believe that music can strengthen the brand. 2
The ideal music for elevators and hotels is classical music, as it helps reduce stress. In a gym, the ideal music is faster, which encourages athletes to exercise and thus increases their heart rate.
3. Kinesthetic neuromarketing:It includes touch, taste, and smell.
Some examples might be the smell of bread in a bakery, the texture of a fabric in a department store, or a taste of food in a supermarket.
According to Mencía de Garcillán, advertising professor at Esic and expert in olfactory marketing, through the nose we remember more than 10,000 aromas that can be transformed into 10,000 commercial brands.3
If we think about it, there are many brands that are distinguished by having very good neuromarketing strategies, among them are:
1. Starbucks: Being a brand that applied the 5 senses of the consumer in its marketing strategy.
2. Coca-Cola: Always inviting consumers to be happy through its creative and innovative advertising.
Coca-Cola is present in more than 206 countries and is the best-known word in the world after OK. Their strategy for 2020 was to create non-alcoholic beverages ready for every need and every consumption occasion 4
3. Red Bull: Clearly it does not sell a product, it sells a lifestyle that more and more people want to be a part of (extreme activities).
4. Abercrombie & Fitch: For a long time, they have perfumed their stores with their iconic fragrances, Fierce .
5. Disney: It is characterized by the production of quality material, with the ability to generate emotionsin the public due to its association with magic and childhood.
Monitoring Shopper behavior can help you get an idea of what you can and shouldn't do when you want to communicate with them in an attempt to close the purchase. This involves identifying the process from the offer to the consumer and how the shopper responds and makes a final decision.
Consumer habits have taken a 180 degree turn since the arrival of the Internet and measurement points have multiplied. Mediasal Agency. 5
In recent years, shopper behavior has changed significantly and is constantly evolving. That is why it is currently essential for companies to measure the audience when it comes to meeting clients and thus creating strategies as exhibitors.
Measuring results will help you check if the objectives that were proposed at the beginning of the project were achieved, so it is something basic to achieve success and improve.
There are three different types of measurements, among which are:
Of course, many of today's inventions can help companies analyze customers at the point of sale.
Among these we can find:
1. Facial recognition uses computer vision with machine learning to anonymously capture various data from shoppers without having to request it in writing.
What information can I obtain through facial recognition?
a) Age range.
b) Gender.
c) Ethnicity.
d) Mood.
2. Players: Distributors that sell their products or services only through the online channel.
According to AECOC. Pure player purchases have increased without visibly reducing visits to physical stores. 6
Almost 95% of executives say AI has a positive impact on their industry. .7
3. Screens: Nowadays, screens are essential in any store, since their usefulness and visual appearance are their main characteristics. There are a wide variety of tools in the field of retail.
Conclusions:
Neuromarketing helps to make decisions with more certainty and to better understand the shopper. To this end, various techniques have been developed that aim to understand how the brain works, as well as measure and quantify the impact it has on any advertising, or influence that is attempted to be exerted on it. This will help you determine who your main consumers are, since from that point you will be able to make the right decisions so that through various stimuli your shopper will make unexpected purchases and in this way your sales will increase.
Technology has advanced in recent years and the world of retail has not been left behind, physical stores are looking to change their design and operation that is why they are being encouraged to implement these technologies in order to examine the shopper in a novel way and realize how good or bad the consumer's experience is within their establishment and realize what aspects can be changed.
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