The 4 Fs of retail

Gimme an F Understanding the Role of the

Human as Shopper.

Gimme an F: Background

• We are a complex creatures,NOT robots.


Except this guy, he may actually be a robot…


• We come pre-packaged with millions of years of biological programming.


Millions of years.

And this is where we landed.


• Humans, at a most fundamental level, respond to four basic principles.


Flee


Flee

Fight


Flee Fight

Feed

QuickTime™ and a decompressor

are needed to see this picture.




Flee Fight Feed

F**k

POP displays mean nothing if they aren’t part of a larger strategy.

Let’s take a second to brush up on evolution.

• Life derives from simple organisms.

Gimme an F: Evolution

Sorry. Had to.


• Life derives from simple organisms.

• We respond to stimuli at a base level.






Always good for a response.


• Life derives from simple organisms.• We respond to stimuli at a base level.

• Retailers must balance biological responses.


Wait, how many different pasta combinations are there at Olive Garden!?


• Life derives from simple organisms.• We respond to stimuli at a base level.• Retailers must balance biological responses.

• Negative response, lose the sale.


He hates being offered additional services at Jiffy Lube, too.






Why do we crave what’s bad for us?





Exhibit A:

The Semiotic & The Biological •We communicate through symbols.



For instance, this has become a symbol for headache






The Semiotic & The Biological •We communicate through symbols.

•Images rely on context.


Even with context…


The Semiotic & The Biological • We communicate through symbols. • Images rely on context.

• People respond when things make sense or are in opposition.


Something is off withthis picture…


Development of Civilization

•Hunting and Gathering






Small, nomadic groups following resources…

and signing bonuses.


Development of Civilization • Hunting and Gathering

• Horticulture




Beginning of animaldomestication.


Development of Civilization • Hunting and Gathering• Horticulture

• Surplus




Beginning of livestockmanipulation, among other things.


Development of Civilization • Hunting and Gathering• Horticulture• Surplus

• Chiefdoms




Characterized bycomplex socialcontrols...

See, the sarcasm is bi-partisan.


Development of Civilization • Hunting and Gathering• Horticulture• Surplus• Chiefdoms

• The State

Complex economies, governmental systems, arts, industrialization…

and this guy.




• Postmodern Landscape:

More resources have made it easier for people to define cultures or scenes.






Like the art scene…






The hipster scene…




The pirate scene…






And the rapidly growing “Anthro-chic” scene…



• Civilization today:

A postmodern, global landscape whereidentity is driven by the moment and shifts with each new environment.

This means POP displays are like media

channels.

Now, lets look at some opportunities.

92% of retailers plan to increase store openings.

70% of all purchase decisions are made in-store.

Touching a product increases likelihood of sale by 50%.

68% of in-store purchases are impulse driven.

28% of shoppers say seeing product in-store had moreimpact on purchase decision than any other media.

100% of you would still not buy Crystal Pepsi.

Gimme an F: Opportunities

Gimme an F: Opportunities

What it means for your brand

Brands/Retail experiences need to tap into the visceral/emotional, cultural and rational In-store experience becomes THE differentiator

Decorating vs. Storytelling

Flight

Gimme an F: Flight

• Humans respond to fear byrunning or attacking.

• Most retail environments are not designed to reduce over stimulation.

It’s like shopping at a Journey concert

• Too much noise• Too much crowding• Too much stimuli• Too much merchandise

• Too much overhead lighting





Gimme an F: Flight

• Humans respond to fear by running or attacking.

• Most retail environments are not designed to reduce over stimulation.

• Two options exist for designing around Flight response.

Gimme an F: Flight





Gimme an F: Flight

Embrace it



Gimme an F: Flight

Embrace it

Reduce it and create a comforting safe zone.

Examples:• IKEA• Shanghai sales

rep behavior







Gimme an F: Flight





Gimme an F: Flight

Things to do:• If you need to

remain overstocked, channel people deeper into the store.





Gimme an F: Flight

Things to do:• If you need to remain

overstocked, channel people deeper into the store.

• Create safe zones where shoppers can escape traffic.



Gimme an F: Flight




• Soften lighting. It’s good brain chemistry.





Gimme an F: Flight




• Soften lighting. It’s good brain chemistry.

• Use images of calm or happy social gatherings throughout the store.

• When we don’t flee, we fight. • Fight response is tied to a need to compete.

Gimme an F: Fight

Shopping as the school bully

• Adrenaline rush• Increased sense of self-worth

• Communicates importance QuickTime™ and a decompressor




Gimme an F: Fight

• When we don’t flee, we fight • Fight response is tied to a need to compete

• Retail can design a space that capitalizes on instinct, let shopper “win”

Gimme an F: Fight





Gimme an F: Fight

Examples:• Target• Foursquare• eBay





Gimme an F: Fight

Things to do:• “Hide”

unexpected deals.





Gimme an F: Fight

Things to do:• “Hide” unexpected deals.• Establish

inter-consumer competition





Gimme an F: Fight

Things to do:• “Hide” unexpected deals.• Establish inter-consumer

competition.

• Carry over competition to the store.





Gimme an F: Fight

Things to do:• “Hide” unexpected deals.• Establish inter-consumer

competition.• Carry over competition

to the store.• Use lower shelves

that allow people to scan the environment.

• Need to find adequate calories to live.• People respond to colors associated with

food.• People respond to smells associated with

food.• Difficult to influence when cultural

associations disrupt primal need to feed.

Gimme an F: Feed



Examples:• Trader Joe’s• Yankee Candle

Gimme an F: Feed





Gimme an F: Feed

Things to do:• Use colors that

represent food.(reds, greens, etc.)





Gimme an F: Feed

Things to do:• Use colors that represent foods. (red, green, etc.)• Provide savory snacks or chocolate three feet from entry into an aisle.





Gimme an F: Feed

Things to do:• Use colors that represent foods. (red, green, etc.)• Provide savory snacks or chocolate three feet from entry into and aisle.

• Construct “hearth settings” strategically throughout store.





Gimme an F: Feed

Things to do:• Use colors that represent foods. (red, green, etc.)• Provide savory snacks or chocolate three feet from entry into and aisle.• Construct “hearth settings” strategically throughout store.

• Incorporate food/ social eating into store imagery

• Primal need to reproduce. • Signals associated with sex can be used

effectively in retail. • Sensory input and elements of space can

have a powerful impact on what the shopper experiences.

Gimme an F: F**k





Examples:• Abercombie & Fitch• Virgin Records• Miami Ink

Gimme an F: F**k





Gimme an F: F**k

Things to do:• Use red throughout

the store





Gimme an F: F**k

Things to do:• Use red throughout the store.• Use images of people with dilated eyes and slightly open mouth.

Gimme an F: F**k

Things to do:• Use red throughout the store.• Use images of people with dilated eyes and slightly open mouth.• Use materials that are plush, soft.





Gimme an F: F**k

Things to do:• Use red throughout the store.• Use images of people with dilated eyes and slightly open mouth.• Use materials that are plush, soft. • Use subtle, earthy smells.

So. What does it all mean?

• What you sell doesn’t matter if the experience is bad.

• Cater to the instinctual, not just rational.• Embrace biological/cultural continuum and

you can increase loyalty, satisfaction and sales.

• And, of course…

Gimme an F: The Meaning

This guy.

Gimme an F: The Meaning

The 4 Fs of retail

Business

Transcript of The 4 Fs of retail