Engaging the flirtatious shopper

20/05/2015

Where is my seat on the table ?

Marketing (post Kotler) = Business, Effectiveness, ROI

‘Perception’ management

Marketing in the good old days

‘Behaviour’ management

Marketing in the age of Facebook

Homo Economicus versus Homo Sociologicus

The challenge of Behaviour Management

A new approachto Behaviour Management

System 1Auto-pilotLow Involvement

System 2ReflectiveHigh Involvement

Hot conditionsImmediateIn-Market

Cold conditionsPlannedNot in-market

Change behaviourChallengeNew norms

Reinforce behaviourEmphasizeStrengthen norms

System 1Auto-pilotLow Involvement

System 2ReflectiveHigh Involvement

Hot conditionsImmediateIn-Market

Cold conditionsPlannedNot in-market

Change behaviourChallengeNew norms

Reinforce behaviourEmphasizeStrengthen norms

IMPULSE ROUTINE

INDULGENCE CONSIDERED

System 1Auto-pilotLow Involvement

System 2ReflectiveHigh Involvement

Hot conditionsImmediateIn-Market

Cold conditionsPlannedNot in-market

EXCITE

IMPULSE ROUTINE

INDULGENCE CONSIDERED

ROUTINIZE

SOCIALIZE EMOTIONALIZE

INCENTIVIZE FORCE-A-CHOICE

DISRUPTCONSEQUENTIALIZ

E

INVOLVEMENT

CONDITIONS

BEHAVIOUR

EXCITE ROUTINIZE

SOCIALIZE EMOTIONALIZE

INCENTIVIZE FORCE-A-CHOICE

DISRUPT CONSEQUENTIALIZE

GBSMGeometry’s Behavioural Strategy Model

GBSMGeometry’s Behavioural Strategy Model

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Case Studies

System 1Auto-pilotLow Involvement

Hot conditionsImmediateIn-Market

EXC

ITE

System 1Auto-pilotLow Involvement

Hot conditionsImmediateIn-Market

INC

EN

TIV

IZE

System 1Auto-pilot

Low Involvement

Cold conditionsPlannedNot in-market

RO

UTIN

IZE

System 1Auto-pilot

Low Involvement

Cold conditionsPlannedNot in-market

FOR

CE-A

-CH

OIC

E

System 2Reflective

High Involvement

Cold conditionsPlannedNot in-market

EM

OTIO

NA

LIZE

System 2Reflective

High Involvement

Cold conditionsPlannedNot in-market

CO

NSE

QU

EN

TIA

LIZ

E

System 2ReflectiveHigh Involvement

Hot conditionsImmediateIn-Market

SO

CIA

LIZ

E

System 2ReflectiveHigh Involvement

Hot conditionsImmediateIn-Market

DIS

RU

PT

Engaging the flirtatious shopper –

1. Homo Sociologicus

2. Context: Involvement, Conditions and Behaviour

3. Eight behavioural strategies: Rifle vs. Shotgun

4. Pivotal creativity

GBSMGeometry’s Behavioural Strategy Model

Write: subramanian.krishnan@geometry.comConnect: @sub_maya_haiKnow: about.me/sub_maya_hai