The only difference between test and control was that the control group received a lovely verbena daisy as they entered a specific packaged goods aisle toward the front of the store with the intended effect of uplifting shoppers ’ moods .
We also used a point of view camera to record the shopper pathways and leveraged eye tracking to determine exactly where shoppers looked throughout their journey . Next we had the shoppers purchase their items naturally as usual and then come to a room to remove the equipment , inventory their purchases and answer a few questions . Moreover , the openended responses were recorded into a mobile pad so that we could use the audiotapes for voice analysis later .
This was a Behavioral Science study because we could examine the realworld effect of changing a decision context - in this case , elevating shoppers ’ mood at retail . ( We established this based on the elevated biometrics for heart rate and GSR , and confirmed it later with questions and Voice Pitch analysis .) The results were impactful and provided two big “ Aha ’ s ” beyond expectations .
Big Aha # 1 : Lifting mood desensitizes shoppers to price . After receiving a flower attention significantly decreases on looking at price tags and increases focus on products .
Big Aha # 2 : The mood elevation created by receiving a flower impacts purchase behavior ! There were higher purchases among flower receivers with more products purchased (+ 6 items ) and more money spent (+$ 4.47 ) on average by shoppers in the test group overall .
Moreover , ratings of the shopper experience were significantly higher in the flower receiving group as was the emotional positivity and higher excitement expressed by their openended responses analyzed through voice analysis .
This led us to several provocative conclusions :
- It is possible to change a shoppers ’ mood at retail to be more uplifted and once accomplished , there are other positive potential implications for both the retailers and the manufacturers such as higher retailer satisfaction and directionally higher purchasing .
- It is possible to make shoppers ’ less price sensitive at the point of purchase if you find a way to put them in a better mood . This appears to make them focus more on the products and less on price .
- Mood uplift among shoppers makes them appear to be in less of a hurry looking at more aisles and categories in the store and more receptive to purchasing what is touched .
The findings from this Ipsos “ Flower Power ” Study raise some very interesting questions for the future of retail . We can begin to think of the store experience as another media channel beyond point of purchase , banners and sales but also a perfect opportunity to raise mood in the context of a category or brand to boost sales .
We can go beyond the flower potentially to use any number of senses including sight , sound , fragrance , touch and taste to give our brands the best potential to be responded to favorably . Hence if marketers creatively find a way to lift mood tied to their products , they may be able to reduce price sensitivity and provide an ideal context for consideration . Retailers may also be able to raise store loyalty by providing a more pleasurable shopping experience .
Summary
With the increasing global acceptance of System 1 nonconscious measurement tools , Market Research is changing in ways never imagined . With Biometrics , EEG , Eye Tracking and Implicit Reaction Time Testing , to name a few tools , we can now tap into emotional responses as never before . Coupled with our tried and true survey methods , we can provide a holistic comprehensive understanding of the consumer in all their complexity . In other words , marketers can be far smarter , strategic and ultimately more effective going forward .
Elissa Moses is the CEO , Ipsos Neuro & Behavioral Science Center . She is a professional speaker , author of numerous articles , the book The $ 100 Billion Allowance , co-author of ESOMAR ’ s “ 36 Questions to Help Commission Neuroscience Research ” and a reviewer for the Journal of Advertising Research . She can be reached via email at : Elissa . Moses @ ipsos . com