Gimme an F Understanding the Role of the
Human as Shopper.
Gimme an F: Background
• We are a complex creatures,NOT robots.
Gimme an F: Background
Except this guy, he may actually be a robot…
Gimme an F: Background
• We come pre-packaged with millions of years of biological programming.
Gimme an F: Background
Millions of years.
And this is where we landed.
Gimme an F: Background
• Humans, at a most fundamental level, respond to four basic principles.
Gimme an F: Background
Flee
Gimme an F: Background
Flee
Fight
Gimme an F: Background
Flee Fight
Feed
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: Background
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.
Gimme an F: Evolution
• Life derives from simple organisms.
• We respond to stimuli at a base level.
Gimme an F: Evolution
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Always good for a response.
Gimme an F: Evolution
• Life derives from simple organisms.• We respond to stimuli at a base level.
• Retailers must balance biological responses.
Gimme an F: Evolution
Wait, how many different pasta combinations are there at Olive Garden!?
Gimme an F: Evolution
• Life derives from simple organisms.• We respond to stimuli at a base level.• Retailers must balance biological responses.
• Negative response, lose the sale.
Gimme an F: Evolution
He hates being offered additional services at Jiffy Lube, too.
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: Evolution
Why do we crave what’s bad for us?
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Exhibit A:
The Semiotic & The Biological •We communicate through symbols.
Gimme an F: Evolution
Gimme an F: Evolution
For instance, this has become a symbol for headache
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: Evolution
The Semiotic & The Biological •We communicate through symbols.
•Images rely on context.
Gimme an F: Evolution
Even with context…
Gimme an F: Evolution
The Semiotic & The Biological • We communicate through symbols. • Images rely on context.
• People respond when things make sense or are in opposition.
Gimme an F: Evolution
Something is off withthis picture…
Gimme an F: Evolution
Development of Civilization
•Hunting and Gathering
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: Evolution
Small, nomadic groups following resources…
and signing bonuses.
Gimme an F: Evolution
Development of Civilization • Hunting and Gathering
• Horticulture
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: Evolution
Beginning of animaldomestication.
Gimme an F: Evolution
Development of Civilization • Hunting and Gathering• Horticulture
• Surplus
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: Evolution
Beginning of livestockmanipulation, among other things.
Gimme an F: Evolution
Development of Civilization • Hunting and Gathering• Horticulture• Surplus
• Chiefdoms
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: Evolution
Characterized bycomplex socialcontrols...
See, the sarcasm is bi-partisan.
Gimme an F: Evolution
Development of Civilization • Hunting and Gathering• Horticulture• Surplus• Chiefdoms
• The State
Complex economies, governmental systems, arts, industrialization…
and this guy.
Gimme an F: Evolution
Gimme an F: Evolution
Development of Civilization
• Postmodern Landscape:
More resources have made it easier for people to define cultures or scenes.
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: Evolution
Like the art scene…
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: Evolution
The hipster scene…
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: Evolution
The pirate scene…
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: Evolution
And the rapidly growing “Anthro-chic” scene…
Gimme an F: Evolution
Development of Civilization
• 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
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
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
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: Flight
Embrace it
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: Flight
Embrace it
Reduce it and create a comforting safe zone.
Examples:• IKEA• Shanghai sales
rep behavior
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: Flight
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: Flight
Things to do:• If you need to
remain overstocked, channel people deeper into the store.
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
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.
QuickTime™ and a decompressor
are needed to see this picture.
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.
• Soften lighting. It’s good brain chemistry.
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
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.
• Soften lighting. It’s good brain chemistry.
• Use images of calm or happy social gatherings throughout the store.
Fight
• 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
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
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
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: Fight
Examples:• Target• Foursquare• eBay
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: Fight
Things to do:• “Hide”
unexpected deals.
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: Fight
Things to do:• “Hide” unexpected deals.• Establish
inter-consumer competition
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: Fight
Things to do:• “Hide” unexpected deals.• Establish inter-consumer
competition.
• Carry over competition to the store.
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
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.
Feed
• 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
QuickTime™ and a decompressor
are needed to see this picture.
Examples:• Trader Joe’s• Yankee Candle
Gimme an F: Feed
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: Feed
Things to do:• Use colors that
represent food.(reds, greens, etc.)
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
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.
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
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.
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
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
F**k
• 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
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Examples:• Abercombie & Fitch• Virgin Records• Miami Ink
Gimme an F: F**k
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Gimme an F: F**k
Things to do:• Use red throughout
the store
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
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.
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
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