The Science of Persuasion

It’s rule one in any salesperson’s rulebook and marketers have been working with it for decades… Simply put, to sell something you have to be able to convince the buyer not only that they want a product or service, but that they need it.

This is clearly where the art of persuasion comes into play. But what about the science of persuasion?

These tactics don’t ‘just work’, there’s science behind them that prompts people to act in a certain way in response to persuasion tactics and a number of studies have been conducted to find out how. Gradually it’s becoming clear that in order to master influence tactics, one must learn and understand the science of persuasion. It’s science, not magic.

A traditionally favoured set of influence tactics comes from Robert Cialdini and his “Six Principles of Influence” which highlights six key subconscious triggers:

1. Reciprocity- We feel obliged to return favours

2. Consistency- We normally follow consistency

3. Social Proof- We are influence by other similar people

4. Authority- We feel a sense of obligation to people who are seen as being authoritative

5. Liking- We are influenced easily by people we like and people generally prefer to say yes to people they like

6. Scarcity- We often fear missing out through failing to act

Cialdini’s argument is that we are all part of an animal kingdom and essentially, work on autopilot based on our basic instincts. We are exposed to stimuli all day every day and as a result our brain uses subconscious routines to filter out certain signals and stimuli and thus allows us to react to stimuli without even realising. His key principles of influence provide the science behind how we are wired and, the simple fact is that whether we like it or not, we respond to each of these triggers positively.

Cialdini aimed to answer a question that researchers have been studying for over 70 years- What influences us to say yes? And it seems he may have hit the nail on the head. More recent studies have been conducted looking at some of the six tactics and the key results, along with recent examples are summarised below.

Reciprocity- “In a study, the giving of a mint increased a waiter’s tip by 3%. Two mints equal an increase of 14% in tips. BUT, if the waiter leaves one mint, walks away but turns and says but for you nice people, here’s another… tips increased by 23%!” – The influence was not focused on what was offered but how it was offered.

Scarcity- British Airways announced that they would be cutting twice daily Concord flights from London to New York because they had become uneconomical… The response: Sales more than doubled the very next day.

Authority- “At a lettings agency, the sales staff asked the receptionist to mention their credentials to customers before they were transferred on the phone. This led to a 20% rise in appointments and 15% rise in signed contracts”- Signalling to credibility is important.

The Science of Persuasion

It’s rule one in any salesperson’s rulebook and marketers have been working with it for decades… Simply put, to sell something you have to be able to convince the buyer not only that they want a product or service, but that they need it.

This is clearly where the art of persuasion comes into play. But what about the science of persuasion?

These tactics don’t ‘just work’, there’s science behind them that prompts people to act in a certain way in response to persuasion tactics and a number of studies have been conducted to find out how. Gradually it’s becoming clear that in order to master influence tactics, one must learn and understand the science of persuasion. It’s science, not magic.

A traditionally favoured set of influence tactics comes from Robert Cialdini and his “Six Principles of Influence” which highlights six key subconscious triggers:
Reciprocity
We feel obliged to return favours
ConsistencyWe normally follow consistency
Social ProofWe are influence by other similar people
AuthorityWe feel a sense of obligation to people who are seen as being authoritative
LikingWe are influenced easily by people we like and people generally prefer to say yes to people they like
ScarcityWe often fear missing out through failing to act

Cialdini’s argument is that we are all part of an animal kingdom and essentially, work on autopilot based on our basic instincts. We are exposed to stimuli all day every day and as a result our brain uses subconscious routines to filter out certain signals and stimuli and thus allows us to react to stimuli without even realising. His key principles of influence provide the science behind how we are wired and, the simple fact is that whether we like it or not, we respond to each of these triggers positively. Cialdini aimed to answer a question that researchers have been studying for over 70 years- What influences us to say yes? And it seems he may have hit the nail on the head. More recent studies have been conducted looking at some of the six tactics and the key results, along with recent examples are summarised below.

Reciprocity “In a study, the giving of a mint increased a waiter’s tip by 3%. Two mints equal an increase of 14% in tips. BUT, if the waiter leaves one mint, walks away but turns and says but for you nice people, here’s another… tips increased by 23%!”  – The influence was not focused on what was offered but how it was offered.

Scarcity – British Airways announced that they would be cutting twice daily Concord flights from London to New York because they had become uneconomical… The response: Sales more than doubled the very next day.

AuthorityAt a lettings agency, the sales staff asked the receptionist to mention their credentials to customers before they were transferred on the phone. This led to a 20% rise in appointments and 15% rise in signed contracts” – Signalling to credibility is important.

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Youth 100 List – What makes brands attractive?

This year’s Youth 100 list unveils what attributes make brands attractive to 18- to-24 year-olds and uncovers some surprises in which companies top the group’s ‘most desired’.

Brands that make life easier, more fun or help to save money are highly rated by young people according to a new report by youth researchers Voxburner. YouTube tops this year’s Youth 100 list, followed by Amazon, Google, BBC and Ben & Jerry’s.

Many brands in the top 100 follow these three fundamental requirements and those that achieve one or more are higher up in the list, according to Luke Mitchell, head of insight at Voxburner.

Ane Brentford – World Record Holder!

The Skydive Empuriabrava Challenge is a unique event, running World Record events in two orientations on the one drop zone.

The famous French load organiser Patrick Passe assembled a group of 106 belly-flying skydivers, with 20 on the ‘bench’, aiming to break the FAI large sequential world record. Babylon and friends drew a veritable crowd of 104, with 50 on the bench, aiming to build a European record.

Now, I will never claim to know ANYTHING about sky diving but what I do know is that one of our very own Valley Project Managers- Ane, was one of these “belly flying skydivers” and aided the success of the group to ensure they achieved not just one, but four World Record Jumps- back to back!

HP India – Chennai Store

Valley India was selected to produce this innovative flagship store on behalf of HP at Phoenix Market City a fabulous new Retail development near Chennai, formerly known as Madras. Each module was designed to ensure that the needs of different shoppers across the shopper journey are taken into account, from a design concept that differentiates from competitors and utilises a distinct brand identity leveraging the best of execution references from the HP family.

Valley India has been charged with a number of similar store design and fit out programmes across the whole of India to create consistency across HP Stores throughout the region using this flexible system of unitary which can be adapted to different permutations and combined in an optimal way to fit the different environments, locations and consumer profiles in order to drive premium brand experience & experiential shopping with a minimal aesthetic and strategic visual positioning.

Innovative AdiZero Golf Shoe Display nominated for POPAI Award

Adidas Golf launched its breakthrough AdiZero Golf Shoe in January 2013. Marketed as the lightest Tour Shoe on the market, the launch display unit, designed and produced by Valley Group, was nominated for its category award during the recent Marketing Week Live exhibition at Olympia, London. Winners will be presented with either Gold, Silver or Bronze Awards at a prestigious industry dinner in London on 1st October.

The advertising programme for this groundbreaking show was fronted by Tour professional Sergio Garcia and other key tour players in the Adidas stable. The main theme of the campaign was the light weight of the shoe, so Valley’s brief was to develop a display that would instantly project this message to the consumer was key, hence the idea of trying to make the shoe float.

As a result of the media marketing campaigns undertaken by the brand, driving consumers to store, the ‘Floating Shoe Display’ made the shoe instantly recognisable when consumers came to try and purchase. As a result, the AdiZero Golf Shoe has been the fastest selling shoe on the market since its launch and consequently, propelled the shoe to the number one fastest selling shoe in the 1st Quarter of 2013.

A total of 3500 units were manufactured by Valley, 2000 for the UK market and 1500 for the US market. These were then installed into the targeted retail environments of On Course Golf Pro Shops & Specialist Golf Retail Outlets. Produced from synthetic nylon shoelaces stretched over a wire framework, the wire frame was shaped into the desired form and then fed through the centre of the lace. Once completed the Golf Shoe was fitted into place so it gives the impression that the shoe is suspended and floating on its laces.

Adidas Golf also ran a competition for all the Pro Shops where the shoe is stocked, to win a pair of shoes for the Pro. In return the Pro’s had to send in a photograph of their store display to qualify. Adidas received over 700 entries and then they commissioned their sales teams to visit each of their regional Pro Shops that had not entered in order to ensure the POS support delivered was being utilized. To date they have a 95% success rate in the display having been utilised, as a result of the competition and the store visits.

Adidas ran multi level media campaigns to support the launch of the shoe all based on the lightweight story. Advertising was undertaken in the following areas: Sky TV linked to all golf shows and Tournament Coverage, Golf Magazines, Internet (golf web sites Such as HowDIdIDo.com and virally on YouTube) Billboards & Bus Shelters & Public Transport.

H&M steps up expansion drive

Hennes & Mauritz is currently in the process of stepping up the pace of it’s move online and is finding ways to develop its product portfolio in a bid to continue its expansion drive.

Further to it’s aggressive development online, the company is also planning to open 400 new stores in India, Peru, South African and Taiwan. This all follows a year of rapid store launches last year, whereby 379 outlets were opened in various countries and cities, including in Manila in the Philippines. H&M is looking to open online stores in at least 8 countries next year after launching in the US last year, France in spring and Spain, Italy and China this autumn. Most of the new physical outlets will be opened in China and the US, as well as other key markets such as Poland and Germany. Online services will be offered in countries including; Belgium, Bulgaria, the Czech Republic, Hungary and Poland to name just a few out of a huge list.

H&M is looking to develop it’s product portfolio in a number of areas. Firstly, in addition to its celebrity endorsed ranges- including ranges by Alexander Wang, Karl Lagerfeld, Donatella Versaco and Stella McCartney, the H&M beauty brand will be launched late in 2015. The retailer will also start selling an extended range of shoes for men, women and children through the launch of several new brands.

The group has traditionally prioritised investing in aggressive expansion plans over short term profits, further explaining the aforementioned plan of expansion which looks to continue into 2016, reaching the southern hemisphere and Australia, South Africa and Peru in particular.

With that being said, the risky strategy apparently works, with the Swedish group remaining the world’s second largest fashion retailer after Spanish owned Inditex group. Further to this, H&M reported a 26% increase in operating profit in the second quarter, with a 20% rise compares to results a year earlier.

Information sourced from: www.forbes.com

The Shopper Agency

As we all know the retail world is going through challenging times. Retail aesthetics are going above and beyond and people no longer expect good design, they expect excellence.

This month The Shopper Agency have taken over the publication to bring us insight into driving experiential ideas to the retail space.

In December we also see news from Sainsbury’s looking to reduce checkout times and Google taking on North Americas largest advertising space.

We are delighted to have articles from Kate Hardcastle, Martin Fawcett and Iain McCue discussing the importance and engagement greater retail experiences can bring to brand marketing.

In the run up to Christmas The Shopper Agency also share with us a small sample of insight taken from their study on Who’s retailing their promises this Christmas.

Digitising the Retail Space

As we all know the retail world is going through challenging times. Retail aesthetics are going above and beyond and people no longer expect good design, they expect excellence.

In this month’s LIFE IN THE RETAIL SPACE, we explore the future of retail marketing. As technology increasingly influences our every day lives, brands and retailers turn to innovations in mobile marketing and iBeacons to aid the shopper journey – every step of the way.

This month, we saw John Lewis working with Stibo Systems’ to develop digital content, while online fashion retailer ASOS invest in a pioneering digital strategy.

We are delighted to have articles from Kate Hardcastle, Martin Fawcett, and Mark Aubin discussing the benefits of using innovation technology within the shopper journey.We also look at the rise of iBeacon technology, best practice for mobile marketing, and our trip to New York for NRF’s Annual Convention & EXPO – Retail’s BIG Show 2015.

Shopper Marketing

Through insight-led shopper marketing and retail design, we influence more shoppers to buy.

The Shopper Agency is one of the fastest growing Shopper marketing companies in Europe. Driving insight, creativity and proven commercial activity we have already attracted global retailers and brands to our successful methodologies.

If you have ever wondered what helps shape your purchasing decisions take a look at our news post The Science of Persuasion

Digital Marketing

In today’s connected world it’s never been easier to scale quickly and globally. We can get you there and our teams are ready to deliver best-in-class mobile and digital marketing solutions.

Simply put, we can design, build and develop digital products and solutions that drive revenue for your business. Our sweet spot is mobile-first, responsive web applications. We constantly push the boundaries, specialising in emerging platforms and interfaces, installations and connected devices.

Take a look at our online newsletter – Digitising the Retail Space

Smart Retail Technology

Retail technology is an ever changing beast. More powerful microchips, higher definition screens and fantastic new software drives this market, with the end product being a wealth of big data. At Valley we have been at the cutting edge of this technology for many years and are lucky to have some very prominent partners to support our innovation.

Smart store technology is allowing us to know better how the shopper is engaging with their wants and desires.

• Imagine a store with eyes and ears that feeds all important data back to you daily
• Imagine knowing what the shopper had bought before and what he is looking for today
Imagine knowing that the lady who had entered the store was going to walk out because
she couldn’t find the item she wanted in her size
• Imagine knowing that three people needed assistance from a staff member,
but couldn’t find someone before walking out
• Imagine a shopper looking online and being able to trace the customer journey to store and the purchase of the product

Tomorrows technology is available today – and more! WOW.

 

Mercedes

 

We will be checking out all the latest technology at this years AR and VR World in October in London, if you would like to come along too CLICK HERE to find out how to get tickets.

Retail Support

Valley offers a fully integrated, flexible and professional support network to protect your retail investment.

 We co-ordinate all elements of your project implementation, as well as providing ongoing update, merchandising, maintenance and store audit programmes, designed to maximise your retail opportunity. Clients trust Valley for excellence in providing end-to-end service and support in over 40 countries across Europe, Middle East, India and Africa. We have unrivalled coverage, from single country campaigns to multi territory projects, including travel retail, all backed up by Safecontractor accreditation.

Need more support? Click HERE to find your nearest Valley office.

Shopper Insight

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Instore Activation

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Amtico

Intensive shopper research was done on this project for Amtico which resulted in a win for Valley for “Best in Class- Shop in Shop”. Augmented reality was incorporated in the unit to demonstrate the look and feel of your home.

The unit was installed into their top retailers across the UK and Middle East and they continue to deliver a good return.

Peroni

When SAB Miller needed to create a retail display for Tesco’s ‘Store of the Future’, they turned to Valley to develop and deliver a solution that spoke of the effortless style, creativity and authenticity that are at the core of the Peroni brand.

Our display utilised premium quality materials, simple and elegant design touches and the latest digital technology to create an outstanding retail presence. Peroni’s newly designed bottle “floated” effortlessly at the heart of the unit, lending an eye-catching air of mystique.

Disney

Disney launched their highly successful Infinity gaming platform in 2013, in partnership with Valley’s design, manufacturing, retail technology and retail support expertise.

Placing a figure on to an Infinity retail display triggers character-specific video content, bringing each toy to life in front of the shoppers eyes. Valley has delivered over 1,500 Infinity displays to 12 different territories across the globe and ensures that they are maintained, refreshed and working at all times in order to deliver maximum ROI. Infinity was the best-selling game in the Hybrid category during Christmas 2014 and has generated over $500million for Disney with over 3 million starter packs sold and counting.

Levi’s

Valley loves working with one of the world’s most recognisable fashion icons.

Anyone can make a pair of blue jeans but Levis Strauss & Co made the first blue jean on the 20th May 1873 and ever since has become synonymous with style and design. For over four years Valley has been working closely with Levi teams in San Francisco and Brussels to help create and deliver their in store brand proposition across EMEA.

In 22 countries, more than 500 stores and regularly in excess of over 4,000 individual campaign components, Valley’s precise project planning delivers the Levi story with military precision.

LK Bennett

This innovative window display used clever printing to appear as draped curtains and portray an air of elegance whilst remaining in touch with the LK Bennett brand identity. This display was used in LK Bennett across the globe including London, New York and Abu Dhabi.

Mars

When Mars Chocolate wanted to revolutionise their in-store solutions across all retail sectors they turned to Valley as their leading supplier of temporary in store displays.

Firstly, by evaluating their existing routes to market, we set about advising and helping affect change that has resulted in increased speed to market, greater retail compliance, reduced costs and improved ROI on their in-store activity. However, at Valley we are never satisfied and continue to look for year on year improvements for our client, resulting in a long standing relationship spanning almost twelve years.

Through all brands and across all sectors, we are proud to be working with one of the worlds most recognised companies.

Tag Heuer

TAG Heuer is synonymous with quality, resilience and iconic style.

When developing their first UK shop in shop concept, the in-house TAG Heuer design team selected Valley to manufacture and install a number of visual merchandising elements including window display units and specialist niche displays for the store walls. In keeping with TAG Heuer’s unique design style, the very highest quality materials such as leather, polished acrylic and brushed aluminium were used in all of these display elements, in keeping with such luxury goods.