Neuromarketing: Who wouldn’t like to see the thoughts of their customers?
Every salesperson chases after the goal of knowing what his customer wants. More detailed insights into the minds and thoughts of the person should now be possible through neuromarketing. Thus also a higher conversion can be generated.
More than 100 years ago, the Norwegian economist Thorstein Veblen discovered in his “Theory of Fine People” that wealthy customers often buy things they don’t actually need. They primarily want to increase their self-esteem by buying.
Today, computer technology with so-called neuromarketing is supposed to break down the customer’s thought processes and thus bring higher sales to the retailer. In stationary retail, retailers can successfully use smell or music to create incentives. The scent of fresh baked goods increases appetite and French chansons promote the longing for cheese or wine from the assortment of our Gallic neighbors.
From neuromarketing to sales growth
The thoughts of the customer can be influenced by positive stimuli. Purchase decisions are usually not made rationally. As an online retailer, you need to focus precisely on the target group you want to reach. Although it is a cliché, it is still true that women react positively to pink, while men prefer to see their construction machinery in steel grey. Place your products in an attractive and emotional environment.
And not only the colour is important, but also positive associations and the environment. The product should be in the foreground and it should give the customer an inner impulse to buy.
Not at all good from the point of view of neuromarketing, however, is the classic recommendation “This could also interest you…”. A reference to other products only distracts the customer and tends to delay sales.
Neuromarketing in E-Commerce
There are some concrete approaches to taking advantage of neuromarketing. The herd instinct is that one takes the lead and everyone else follows. This well-known phenomenon has been scientifically substantiated by neuromarketing.
In the Internet and with on-line Shopping buyers orient themselves gladly at the evaluations of others. Positive criticisms attract, negative ones deter.
For you as a retailer this means: place the customer ratings prominently on your site. If a well-known industry expert or a press organ has made a positive statement about you, include this in your communication strategy.
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