How to include it in your Trade Marketing strategy.
Neuromarketing aims to understand audience behavior through studies that reveal what motivates them to buy by applying neuroscience techniques to understand how we respond to stimuli related to brands, products and content.
It is not about filling our target with information, but about understanding their tastes and offering them the products or services that best suit their needs and/or preferences, therefore, including neuromarketing in your trade marketing strategy is essential if what you want is to seduce the consumer and take him to the purchase action.
Why is neuromarketing important?
Neuromarketing techniques provide a new framework within which consumers can be studied, facilitating insight into the emotions behind the product purchase life cycle. This is additional information of great value for the decision-making process.
According to several studies on the matter, it is known that the vast majority of the time we do not buy under reasoned logic; the brain makes the purchase decision based on emotional stimuli that reinforce the arguments and thoughts to carry out the action.
Taking into account the above, neuromarketing will provide your strategy with a new point of view regarding consumer behavior, it will facilitate the knowledge of their emotions / purchase decision and will also allow you to anticipate their wishes.
Now, how can we apply it to trade marketing?
Understanding that neuromarketing helps us to get to know our buyers better, we must base actions at the point of sale on that knowledge in order to achieve improvements in traffic flows within POSs. Here we leave you some neuromarketing actions that you can implement and thus stand out against the competition.
- Arouse the senses of the audience through the use of smells, attractive decoration, music, lighting, touch and taste, so that customers can engage with the products. This is called sensory marketing and it will give you good results at the point of sale.
- Apply the reference price strategy by placing lower-priced products next to others that cover the same needs but at a higher price. It is a way of getting to know the customer better and knowing what motivates him to buy that specific product; the price?, what advantages does it offer?, etc.
- Use social validation strategies by providing information such as percentage of customers who have purchased a product. Offering data like this will lead the customer to purchase action since the human being is in constant search of social approval.
- Sell an experience, not a product. The customer needs to feel pleasure in his purchase, to know that he is going to enjoy his choice because his purchase will facilitate or solve some problem.
There are countless strategies linked to neuromarketing that could be applied at points of sale, however the important thing is to understand the principle on which they are based and to have an organized team to be able to apply them successfully. One of the best ways to organize your work team is through the use of Quartzsales as a sales force manager at the POS.
If you want to know more about Quartzsales, don't forget to follow us on our networks and request a demo!