As reported by Fatima D. Lora for Retail TouchPoints: “In a recent IBM-sponsored webinar, titled:The Future of Retailing in a Multi-Sensory, Multi-Channel World,’ Martin Lindstrom, Marketing Consultant and author of Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy, shared tips for retailers in search of new ways to connect with consumers personally based on previous purchase decisions. With the majority (85 percent) of decisions taking place in the brain’s non-conscious segments and only 15 percent occurring in the conscious, most consumers buy irrationally, said Lindstrom. To better influence consumer purchases, retailers must configure stores to appeal to these non-conscious decision-drivers. ‘Most of the decisions we make when we’re out shopping are influenced by the ability to imagine and observe great stories,’ noted Lindstrom. ‘These stories change our perceptions about our tastes, smell, tactile sensations – all of which are influenced by storytelling.’”

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