E S S AY The Match Game R emember Veruca Salt, the nasty rich girl in Willy Wonka & the Chocolate Factory? She owned the catchphrase of a generation, “I want it and I want it now!” Veruca met her early demise when she fell down the rejected golden goose chute. Willy Wonka explained: “She was a bad egg.” Veruca Salt was an early case study that proved making demands impatiently was socially unacceptable and that those who behaved badly would be punished. But times have changed. And so have our brains. Literally. Retailers are now faced with the very real expectation of I want what I want when I want it (IWWIWWIWI) from their customers. The phrase was coined by Kit Yarrow, consumer psychologist and author of Decoding the New Consumer Mind, and is mushrooming among a retail community desperately trying to ‘surprise and delight’ a target for whom the standard for basic satisfaction is impossibly high. Brand messages must be a match for the newly wired brain. Since our brains are malleable, they evolve to respond to experience. As a result of technological behavior, our brains are neurologically different than they once were. Areas used frequently become more efficient, faster, and more powerful. Conversely, areas we don’t use don’t work as well as they once did. The result is that our sense of time, our ability to focus, and our capacity to pay attention changed dramatically in just over a decade. Social critics continue to debate the trade-offs of these changes — is all this technology really good for us? However, as marketers, we might be best served to avoid judgment and simply acknowledge the new normal: Our customers just don’t process information the same way they once did. The implications of technology on how the brain filters and processes information are critical as we mine for insights. 28 THE HUB MAY/JUNE 2015 Insights for the Ne w Wo r l d We won’t succeed in the new world by trying to change how customers process the messages we present to them. To win, we need to present information that better matches their new ways of thinking. To help illustrate the evolving new normal, the following are some realities of our customers’ rewired brains and examples of business-building insights that address each. Capacity for information retention is low … and that’s okay. We are experiencing extreme overload because the amount of information we are bombarded with so far exceeds the capacity of our working memories. Productivity expert Tony Schwartz describes water poured into a glass all day long. The glass can only contain a certain amount of water at any one time, so the excess spills out. We can’t retain all of the information we encounter. Much of it, consciously or unconsciously, must be filtered out. Limiting the quantity of information communicated is always a challenge, but now it’s a matter of life or death. If we can’t synthesize our brand message into something highly scannable, we risk being completely ignored. If you think your proposition is too complicated to pass the scan test, think of the iPod launch. Apple introduced a new MP3 player with literally thousands of technical features without a single word of copy, instead focusing on the insight of linking people to their passion for music. Few brands can expect to achieve iPod’s meteoric success, but synthesizing the brand essence into a singular image can access audiences on the devices where they now spend significant time. Ikea created 100 emoticons, including a plate of Swedish meatballs topped with a flag. Instead of trying to compete against smartphones for attention, having a meaningful brand message that can be conveyed through a smartphone can instantly provide opportunity for interaction with two billion people across the globe. With so many choices, even old favorites need news to get attention. Our new brains tire of even our favorite things in short order. Even iconic brands are not immune to the firing of neurons that create boredom. Ben & Jerry’s understands that its fans aren’t just looking for sweet treats — they want entertainment in the form of a variety of names, flavors, ingredients, textures, and stories. Staples like Cherry Garcia and Chocolate Chip Cookie Dough have remained in distribution over the years, but there’s a consistent stream of specialty flavors with in-and-out distribution. Flavors celebrating the 40th anniversary of Saturday Night Live, including Wayne’Swirled and Two Wild & Crazy Pies give Ben & Jerry’s consumers reasons to think of this established brand as relevant and always evolving. Purchase cycles are getting shorter because new products are better. With so much stimulation, our brains have learned to process more information faster and to see more things simultaneously, further increasing our level of distraction. Ironically, we don’t miss the focus; we crave the stimulation. A constant stream of innovation is required to satisfy that need for stimulation. The new brain expects product news at a faster rate than ever before. Technology itself is the best example of this. New technology is expected to be better than its previous iteration so that it’s coveted. For digital natives, the desire for devices like iPads accelerates because these young, new brains want more, faster — both physiologically and emotionally — and crave enhanced features. Make it thinner, lighter, and more powerful. Give me a display with more vivid colors and better contrast. Longer battery life? Yes, please. Faster wireless? Fingerprint security? But of course. Smart retailers leverage this insight by accelerating their offerings. Fast-fashion retailers H&M and Zara increased the new-fashion cycle threefold over the traditional model, to as short as once every four weeks. Its shoppers learn that an item is likely not to be in stock on a return visit, so they need to buy immediately if they want it, reinforcing their proclivity to make impulse purchase decisions. Distraction emanating from multi-tasking is not going away … so work with it. A recent study by Kleiner Perkins found that, on average, users check their phone nearly 150 times per day. In urban stores, research tells us that 7-Eleven shoppers tend to look down at smartphones as they enter the store, missing the impact of the storefront displays. To make shopper entrances more powerful, 7-Eleven used dynamic digital signage that incorporated most-searched information — like local weather, sports, and news — with 7-Eleven’s promotions, such as fountain and single-serve beverage specials or sandwiches. This is an example of the kind of evolution necessary to match customers’ current behavior to effectively convey revelant messages. The IWWIWWIWI mentality is growing more pervasive. Consumers are becoming increasingly sensitive to perceived wastes of their time: waiting in line, waiting for delivery, waiting on the phone, product out-of-stocks. IWWIWWIWI permeates every possible aspect of the brand experience. Retailers will be held to an increasingly high standard of performance. While IWWIWWIWI can present retailers with high hurdles to overcome, it also offers great opportunities. The inverse of impatience is the excitement and attendant impulsivity of spontaneity and news, so brilliantly tapped by the flash-sale phenomenon. Deal-of-the-day businesses typically feature products and services like apparel, restaurants, travel, special events, and wellness packages. Participants receive notifications of special, time-sensitive offerings. Sometimes supplies are limited — so first come, first served. These parameters precisely match the cravings of our newly wired brains. We get excitement. We get the opportunity to satisfy our impulses by buying things we didn’t plan on and don’t need. A personal favorite is WTSO (Wines Til Sold Out), the largest wine flash-website, which sells a single wine at a time at 30-70 percent off retail price, with free shipping. Only when the featured wine is sold out does a new wine appear. This continues 24/7 with as many as five different wines a day. Because rare wines are included, it’s in my interest to pay attention to the always-changing offering, since the best wines have the shortest buying windows. • • • If you’re scanning this article based on the physiology of your new and improved brain structure, here’s what you really need to know: Consumers have no tolerance for wading through anything extraneous to get what they need from us. That means marketers need to be more disciplined than ever to mine the canyons of metadata to get to the single diamond of insight that really matters. IWWIWWIWI consumers are going to bring out the very best thinking in all of us. They won’t have the patience to give us a second chance. n SHARON LOVE is chief executive officer of TPN, a brand-centric retail marketing agency with clients including 7-Eleven, Bank of America, The Clorox Company, PepsiCo and The Hershey Company. She can be reached at [email protected]. 29 MAY/JUNE 2015 THE HUB
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