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You!
Do you think you have control over your choices?
Can you differentiate the needed from the superfluous?
Do you feel you're a shopping strategist?
Hah!
Intro!
70% of our purchase behavior
is driven by emotions.
Among the various scientific research
there are some interesting numbers.
In an experiment,
25% of the interviewed said
to have visited an entire store,
when only 2% of the surface
had really been covered.
Over 70% say that promos are important,
while they don't know
discounts for over half of the products they purchased.
Shoppers are estimated to consider around
10.4 sources before buying,
although then do not know why they bought
what they bought.
Houston!
Houston!
We have a problem!
But what does "shopping" mean?
It means to buy,
someone says it's a therapy,
it means doing ourselves some good,
or get hurt.
A beautiful answer is the one from Devora Rogers:
shopping is decision making.
Taking a decision.
We go shopping when we buy bread,
as much as we do shopping in the moment
in which we decide which doctor to go to.
Which gym to attend,
which means of transportation to choose,
to go from A to B. This is why we say that we are
all customers of each other.
Our decision making is based on the
simplification of information.
Better said:
the principle of cognitive economy.
Although the weight of our brain is
around 2% of our body,
it consumes over 25% of our resources.
Thus, it will always do everything to avoid waste,
reducing processes and simplifying calculations.
You can do all the strategies you want,
but the brain is lazy.
This is why emotions are often the basis of
our reasoning and they guide our choices.
I know you're convinced it's not like that!
What should I say to you!
Science is science.
But I'm already talking about emotions in this video.
The other key ingredient in the
decision making is "attention".
We are bombarded with continuous information,
but only a small part can really be
processed by the brain.
And that's a big problem,
if we consider that we're in the
"Age of distraction".
Poor Millennials.
Ah, about Millennials:
They are at the center of countless studies
by the Retail world.
78% of Millennials would prefer
a desirable experience to a purchase.
Both for personal purpose and for status.
I do not share what I own anymore,
but where I am,
with whom,
and what I'm doing.
i.e.: here I am,
alone,
speaking again...
and nobody ever stops me.
Basically, it's the end of the era of:
"Yo,
I have a Mercedes and a boat"
But what about brands?
In 2017, 8400 stores closed
in the United States only.
15 per day!
In the meantime, e-commerce explodes by doing
+24% per year!
Phenomenal cosmic powers,
in a small digital space.
Amazon has become the first clothing store
in America.
Meanwhile,
in China,
during "Single's Day", Alibaba sells
products for 143 million dollars in a minute.
This is more or less the same figure
that 3 H&M stores make. In a year.
Meanwhile,
Doug Stevens says that we are only
at the first stage of e-commerce.
What is happening?
Until recently it was thought to be
a transition from the "offline" to "online",
but it is more fair to call it a Revolution.
While the Media has become the Store,
the Store is becoming the Media.
If the website has changed from being
a pure advertising window to a complete online store,
the store has become the place of experience.
The link between brand and consumer.
Of the social life.
Of Life-Style.
An increasingly important touch-point.
On the other hand,
what is a brand, if not a network
of associations in a person's brain?
Brands like Apple propose themselves
as town centers.
SneakerBoy,
an Australian footwear company proposes
experiential stores where you can try any
shoe of any size.
You try everything,
and then you buy online.
And the product?
Completely secondary.
While the brand aims to accompany
our hero towards new discoveries and aspirations,
while proposing lifestyles related to the hero's values,
the product becomes the enabler.
The mean.
So how will tomorrow's stores be?
I'm with Rachel Shechtman who says:
they must have the point of view of a magazine,
they have to change as much as an art gallery,
and sell like a store.
How?
With stories and experiences.
Mrs. Shechtman says that the store must
be a dating service between the brand and people.
It must be about sensations,
it must be what the store
online can not be.
In the end, we are social animals,
and experiences are a primary stimulus to us.
This has been well understood by the retail world,
which it's moving fast in proposing not just stores,
but rather sensory environments that place
the human being at the center,
while proposing experiences of alternative realities.
So that we,
main characters of our stories,
can deceive space and time,
by dedicating ourselves to an activity
which is not so that different from a Wellness Experience.
So, to you out there screaming:
Buy!
Discounts!
Crazy prices!
Shhhhh ...
Less chit-chat and more experience, please.
Subscribe!
Like!
Comment!
Every ten likes:
a free beer!
Every ten beers:
a discount coupon
for a voucher,
for a gift card
for a trip to ... Busa di Vigonza ... [a small unknown town in Italy with a funny italian name]
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