Understanding the influence of mood elevation in shopper behaviour

Issue:  

We wanted to understand if we can improve shoppers’ moods and therefore positively impact their in-store purchase behaviour.

What we did:

We used a combination of approaches (eye-tracking, measuring heart rate and skin conductance, and voice pitch analysis) to understand the natural shopping and navigation experience of shoppers in a grocery store. We conducted in-store intercepts and divided participants into two cells where the test cell shoppers received a flower while the control cell shoppers experienced no intervention.

Key insight:

We discovered that receiving flowers resulted in an improved mood (more engagement, and excitement through biometrics) which in turn resulted in bigger shopping baskets, less price sensitivity and a more positive retail experience.

Impact:

This study highlighted that it is possible for manufacturers and retailers to affect shoppers’ moods and influence category closure rates, basket size and brand perceptions through positive in-store interventions.

Approach:

Learn more about Biometrics

 

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