Is your brand truly winning the last mile? To conquer the final sprint, you have to ensure that your display not only grabs attention, but elicits an influential emotional response that drives purchase intent. Otherwise you’ll end up wasting a great deal of time and financial resources on yet another cardboard cut-out, shelf talker or wobbler that simply clutters your category’s shopping aisle.
Shopper marketing is one of the most important strategic components of any FMCG brand's marketing strategy, and neuromarketing can offer more insight into your shoppers behaviour than any other research methodology. It enables you to identify the visual influencers that impact the decision making process and truly understand the emotional and cognitive journey of your shopper as a result.
If you're still thinking,
"Why should I?" then read on.
To what extent does your menu board’s design and layout drive appetite appeal and emotional engagement? Is it simply a laundry list of things to consume, or does it make your customer salivate instantaneously? Your consumer’s first bite is with the blink of their eye, so you better make sure it’s a delicious one.
The correct food photography style and use of product imagery, placement of pricing and promotional offers as well as strategic visual cues and navigation techniques within a menu can improve both your customers’ experience as well as their basket size.
We use Consumer Neuroscience to measure, understand and affect how your customer places their order to ensure that we’re nudging them in the right direction from the starters through to dessert. We also draw from decades of academic research in this area to provide input into how your menu board could be better designed in the first place. We then test multiple design iterations to ensure that your menu is the best possible version of itself.
Image if you upsized that meal, added that extra side or sold that extra slice of cheese - each and every time. That would definitely be something to savour.
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